beginner's guide to self promotion final
DESCRIPTION
A presentation given to the Moseley Exchange to support small businesses with PR and self-promotionTRANSCRIPT
- 1. Ruth Pipkin, Managing Director Rewired A Beginners Guide to Self Promotion
- 2.
- A bit about Rewired
- Branding
- The art of networking
- Cost effective marketing
- Promoting yourself through PR
- Questions
- 3.
- Established 2008
- Based in central Birmingham
- Team of 6, broad cross-sector experience
- CIPR Outstanding Small Consultancy
- 2009 & 2010
- 4. Our experience
- 5.
- The good news...
- 6.
- 7.
- Thoughts from:
- The Brand Gap Marty Neumeier
- Published by New Riders
- 8.
- It is not a logo or a corporate identity package. It is somebodys gut feeling about a product, service or company
- It is not what YOU say it is, it is what THEY say it is
- The process of connecting good strategy with good creativity
- Experience must meet expectation
- Only one competitor can be the cheapest. The rest relies on branding
- Charismatic brands have no substitute
- 9.
- Differentiate:
-
- Who are you?
-
- What do you do?
-
- Why does it matter?
- 10.
- Features, benefits and price v people, experience and personal identity
- Become No 1 or No 2, or move!
- Specialists beat generalists
- Be distinctive, brief, appropriate, easy to spell, easy to pronounce, likeable, extendable and protectable.
- 11.
- Time to bring in the experts
- Get advice from colleagues, customers
- Research your competitors
- Be prepared to invest
- Consider tone of voice
- Cost effective routes
- Use your contacts
- Look for funding support (good luck!)
- 12.
- The deliberate process of exchanging information, resources, support and access in a way that creates mutually beneficial relationships for personal and professional success.
- Making contacts for business and career prospects
- 13.
- Manipulative and uncomfortable
- A waste of time
- Just schmoozing
- Just an opportunity to hand out business cards
- Only interesting if you are looking for a new job
- 14.
- Attending industry functions and events
- Joining industry groups
- Attending training sessions
- Speaking at events
- Offering support for voluntary organisations
- Online networking
- 15.
- Dont just expect to receive, give something back
- Be selective about the groups that you join
- Be in it for the long term
- Dont just go for free food and drink!
- Practice your elevator speech
- Set targets
- Follow up leads quickly
- 16.
- Act like a host, not a guest
- Showcase your capabilities
- Show off your services
- Show up
- Listen carefully and make things happen
- Make referrals
- Tell success stories
- Talk to people you dont know
- Find a reason to swap cards
- Follow up quickly
- 17.
- What do you want to achieve?
- Identify your audience(s) and channels of communication
- Advertising, direct mail, online marketing, PR
- Identify your key messages your USP
- Create a plan to match the two together
- 18.
- Use your customers to sell your business
- Importance of word of mouth
- Make links with partner companies
- Make a bigger impact
- Think external, not internal
- 19.
- Third party endorsement
- Reach a large target audience
- Raise your profile
- Generate new business
- Cost effective
- 20.
- National, trade, regional press
- TV and Radio
- Online media
- Networks
- Importance of PR
- 21.
- Before you start:
- Why are you writing it?
- Who is the audience?
- Is it newsworthy?
- What do you want to put across?
- 22.
- Tone and structure:
- Content, spelling and grammar
- Concise, punchy
- Factual, to the point
- Objective, unbiased
- Timing, make sure it is topical
- Refer to the title you are looking to target!
- 23.
- Writing the release:
- The 5 Ws
- Avoid yesterdays news
- Identify the angle
- Create the headlines
- Third person
- Quotes
- Think about online use
- Background info
- 24.
- The structure:
- Clear paragraphs
- Clear ending
- Notes for editors
- Contact
- 25.
- Distribution:
- Get the right contact
- Personal touch
- Email vs post
- Timing is everything
- 26.
- Value of photography
- Photo caption stories
- Tailored pictures
- Understand usage rights
- 27. Building Networks @ ruthpipkin Ruth Pipkin (Ward) Finishing off my PR masterclass presentation for Moseley Exchange tomorrow http://bit.ly/e8ABlM
- 28. Offline vs online
- 29. The tools
- 30. As a minimum
- 31. You cant beat face to face
- 32.
- People buy from people
- Make opportunities
- Dont forget to follow up
- Focus on what youre good at
- Market yourself
- Look for partnerships
- Keep your ears open
- Grow what youve got
- Give it time
- Persevere
- 33. Any Questions?