1. Presented by:
Chris Carragher
Brand Strategist & Founder
www.alphabrandz.com

2. Chris Carragher
Brand Strategist & Founder
Portsmouth, NH
Professional Highlights:
The Meat House – Director of Marketing & Public Relations
Operation Homefront – National Communications Director
Cox Radio – Senior Account Manager
Family:
Wife: Diane – PR Strategist @ Matter Communications
Dog: Stella – Inspiration Behind alpha brandz ®
Interests: Surfing, Snowboarding, Fishing, Emerging Media,
& The NY Giants
Education:
Seton Hall University, Bachelors in Communications
@alphabrandz

3. A True Story

4. Background:
 Met Justin During Informal Store Visit– Spring 03’
 Immediately Connected via Common Interests
 Finally Bought Station & Disaster Hits!
 Found Solution – Operation: Thank You!
 Hired as Marketing Director – Fall 04’
 By 2009, Responsible for Budget, Online/Offline Strategy, PR, Store
Launches, Community Relations & MEDIA BUYS!
 Over 5 Year Span, Purchased More Than $250K in Advertising
 Left The Meat House in 2010 to Launch alpha brandz ®
 2011, The Meat House Contracts alpha brandz ®

5. Then, Like Now…
I Have A LOT on My Mind!!!

6. Reality…
 I Screen ALL of My Calls
 I Only Respond Immediately to E-mails, Tweets or FB Posts
that are Urgent/Relevant
 Unless Important, I Try to Avoid Meetings at ALL Costs
 I’ve Worked in Media Long Enough to Know the “Real” Value
of What’s Being Offered
 I Hate Being Sold or Pressured
 The Budget Number I Give is What I am Going to Spend!
 I Put More Value on Relationships Than Ratings

7. I Don’t Have Time Right Now… (Meaning NEVER)
{ Insert Media Outlet Here } is Too Expensive…
You’re Ratings Stink…
Your Product is Not a Good Fit…

8. You Are a Time Suck!
You Haven’t Come Close To Solving My Problem!
You Rubbed Me the Wrong Way!
Your Haven’t Used All of the Tools at Your Disposal!

10. Because YOU Have To Be
Your Biggest ASSET!

11. Janet Steve Chris
My “Boston Insider”

12.  Informed – They Do the Research Others Don’t
 Calculated – They’re Persistent, Not Overbearing!
 Connected – They Open Doors & Opportunities
 Thorough – In Details & Communication
 Thoughtful – Suggest Ideas Unrelated to Them
 Resourceful – They Go Beyond The “Buy”

13. In Short, They Have Earned My TRUST
& They’d be the Last People I’d Cut
From My Advertising Budget!!!

14. But, How Do You Become a
Janet, Steve or Chris?

15. 1. Know My Goals & Objectives – i.e. Do Your Research
2. Custom Tailor Any/All Communications You Send Me
3. Send Me Information I Can Use – Industry White Papers & Case Studies
4. Get My Back - Set Up Google Alerts of Competition & Keep Me Posted
5. Connect Me With Good People
6. Get Creative When Designing A Plan – Use ALL of Your Resources
7. Stay Within The Budget I Gave You
8. Help Amplify My Message – Engage With My Customers & Brand Online
9. Do NOT Try To Pressure Me Into Buying = Automatic Fail!
10. Think Of Me Beyond The Buy

16. Approach
(Research)
Personal Brand Connection
Close
(Humanize)
Communicate Consideration
(Concise) (Creativity)