The PR Playbook: Fitness Media Coverage for Your Health Brand

Brand Awareness, digital content strategy, Digital Newsroom, Earned Media, editorial know how, Fitness, Fitness Marketing, How do do your own PR, Marketing in the Moment, media relations, press coverage, Public Relations

Watch for tips on how to collaborate with fitness editors, media and influencers. . .

 

When you need to get the word out about your new fitness class, gym, yoga studio or wellness workshop, the fastest way to connect with customers and clients is through influencers and media.  Sign up for ThePRPlaybook.com for more real life lessons on how to build your fitness, health, wellness and nutrition startup.

In this video I show you how to get started, how to find the writers, bloggers and journalists most likely to collaborate with you and report on your launch and how to connect via email and social media.

It’s been just a few weeks and I have already connected the brand with The NY Daily News, Cosmopolitan Magazine, The NY Post, US News & World Report, Well & Good NYC and TimeOut NY.

Time Out NY

timeout-ny

Check out more coverage here NY Daily News and here US News & World Report

hiip-hype-9-exercise

What is H.I.I.P. HYPE?

A new fitness experience in New York, created by artist and personal trainer, Sayco Williams, H.I.I.P. HYPE stands for High Intensity Interval Painting. Many exercise and fitness enthusiasts are familiar with high intensity interval training, where someone performs a given exercise for a short interval followed by a rest interval; it’s a very effective and very efficient means of training that can produce impressive results.

Sweat it Out, Brush it Off

H.I.I.P. HYPE puts a brand new spin on this popular style of training by incorporating acrylic painting on canvas into rest periods, allowing participants to express their creativity in a pressure-free group setting.

An Exercise in Creative Self-Expression

No prior painting experience is required; many participants have never painted before. And while some brief and general instructions are given during the warm-up, the goal is unhindered expression; to flow with whatever comes out.

Fun Fitness for All

The exercise portion is all done with bodyweight exercises, meaning minimal equipment requirements and participants of any fitness level can be happily accommodated.

With Brain Boosting Benefits

This combination of physical activity and creative stimulation leads to an amplified mind-body connection, and is a perfect remedy for the hyper-connected, permanently-stressed culture that permeates the world today. A study in the journal Frontiers in Human Neuroscience shows that regular exercisers do better on tests of creativity than their more sedentary peers. Everyone benefits from disconnecting on a regular basis, and taking a HH class is an exhilarating way to reap that benefit and get a great workout in as well.

H.I.I.P Hype classes are also great for people who have become bored with their traditional fitness routine — it’s unlike any other fitness class out there.

Building Your Business with Media & Influencers

creative collaboration, digital content strategy, How do do your own PR, Influencer marketing, marketing muscle, Marketing Technology, The PR Playbook

 

This video is part of a lecture in ThePRPlaybook.com, my new online course to help you build your business by leveraging media and influencer collaborations.

When it comes to driving eyeballs and business to your website, influencer attention can have quite an impact.

Now, there are basically three types of influencers.

The Elevated Consumer

A passionate enthusiast, they may not have formal training, but they are learning along the way and taking their community on the journey. Typically, they are sharing DIY’s, How to’s, interviews and product reviews for their fans and followers to try.

The Professional

A skilled, licensed and seasoned professional who has decided to scale themselves to reach a wider audience, typically with a product or service to sell.

The Celebrity Influencer

This celebrity can be a combination of the above or simply so entertaining that they have amassed a large enough following to have star status.

Finding influencers has typically involved some type of Google search but I have just signed up for a free trial at Scrunch.com. I have been waiting for something like this for a while.

1

Search the Health & Fitness Directory

2

  • Filter by Instagram, Twitter and Blogs
  • By minimum and maximum follower range.
  • By location. In this case North America.
  • By date range of posts.
  • By quantity of posts.

3

While influencers with a social reach of one million plus are going to be more difficult and expensive to reach, try finding those with a reach of 20-100K by location.

You will increase your chances of collaboration when connecting with emerging bloggers and vloggers who are on their way up.

 

How Does Your Business Add Value?

building brand trust, editorial know how, growth hacking, How do do your own PR, media relations, media relations expert

Writers for top tier media like The Huffington Post are generally very curious people. If you are going after media coverage and you’ve landed an interview, be sure to share the problem your business helps solve. Share your personal story as well. Did you create your business because of a problem you were having yourself? This is what makes your story more interesting, authentic and possibly more shareable.

Need help sharing your story with editors and journalists? Reach out for a complimentary brain storming session with me. Send me at Tweet @marketcouncil

Standing Out in a Sea of Startups

brand publishing, brand reputation, Communications, Content management, Content strategy, growth hacking, How do do your own PR, media relations

What’s keeping me busy these days involves writing and filming digital news kits for startups and new brands. I have a lot of fun helping them shape their brand stories as I prime them for interviews and news coverage.

Watch this 45 second video above for one of my best tips on how to share a more authentic brand story that influencers and journalists what to hear.

Like these tips? Want more? Sign up for my media relations 101 course for start ups and entrepreneurs, launching this September 2016. Check out ThePRPlaybook.com

Networking Your Way to the Top

Brand Awareness, brand reputation, building brand trust, growth hacking, How do do your own PR, How to Do Your Own PR, public speaking, Uncatergorized
The best way to grow your business is to build brand awareness to create word-of-mouth demand. Everyone I interview and I myself have found public speaking and networking at events to be an extremely effective way to attract new customers and clients. The larger the group and the more focused on your niche, the better.
Vincent Dignan, a UK-based growth hacking pro offers up his way to speed up the scheduling of your next series of public talks.
This quick video clip cuts right to the chase.
  1. Search sites like Meetup and Eventbrite for events with a larger number of members in your niche.
  2. Ask to join the groups and then contact the leader or group admin with this –
Hi there,
I am a (expert, pro, guru) at (your specialty) and I would love the opportunity to share my (top ten – fill in name of talk) at your next meet up. I have a huge network that I will invite as well.
Let’s connect,
Sincerely, you
  1. Cut and past that message into an email for each and every Meet up you target and cross your fingers for replies.
Now, he also makes a good point. About 5% (I say even less) of the attendees will actually buy something from you. However, focus on making your presentation entertaining and informative so you increase the chances of attendees telling their friends about you.

How to Find Anyone’s Email

Email Marketing, growth hacking, How do do your own PR, Internet Marketing, Marketing Technology, online marketing, Uncatergorized

I just got off a marketing strategy consult call with a business owner looking to gather emails for her new campaign. Her list right now is small and she wants to build it so she can sell her new online course and book.

Looking to gather emails for your next email drip campaign?

In this short video, growth hacking pro Vincent Dignan offers up a number of tech tools to find emails faster, including Discover.ly, a chrome extension because cold emails are good, but warm emails are ten times better. Discover.ly will show you all of the Facebook and LinkedIn connections you have in common, making that first introduction a bit easier.

MailTester.com will test your emails to make sure they don’t bounce.

CharlieApp will help you prepare for your next meeting. Type in anyone’s email address and you will find all of their public information as you get ready for your next meeting. You will quickly connect to their latest blog posts, new LinkedIn Updates and more.

Of course there’s email hunter, just type in any domain and find email address templates in seconds.

Need help with your email strategy? Next marketing campaign? I am available for consultation. Email me at m.johnson@themarketcouncil.com

 

Creating Your Brand’s Digital Newsroom

Collaborative Consumption, Digital Newsroom, editorial know how, How do do your own PR, Key Messaging and Talking Points, media relations, media relations expert, Uncatergorized

As a new business, brand or startup, you will increase your chances of proper top-tier media coverage and future collaborations with popular influencers by creating a 24/7 digital newsroom on your website.

What should you have ready for writers and producers to download?

  • Your brand story video.
  • A fact sheet about your startup.
  • High resolution head shot and brief bio of the founder and team members.
  • Photos of your products/services along with brief descriptions of each. Be sure to include, price, size, availability and the actual launch date.
  • A vector file of your logo and your brand map.

If you need guidance or assistance setting up your digital newsroom, let’s connect. Find me on Twitter @marketcouncil

Your Story in the News

How do do your own PR, media relations, press coverage, press liaison, Public Relations, social media marketing, Start up Success

Getting press coverage about your new health, wellness, nutrition or fitness brand will help build trust and fill the credibility gap instantly. This week I had a chance to chat with Adam Brown of Sircle Media about how to approach top tier journalists and reporters on social media.  We get into the tactical and practical of building media lists and what an editor is looking for in a valuable and shareable story.

Are you building your own health and wellness brand? I would love to hear more about it. Comment below and subscribe to my YouTube channel for more.

Simplifying the Process of Marketing

Content strategy, Fitness, Fitness Marketing, How do do your own PR, marketing muscle, marketing rituals

Just like everything in life, things are easier when you break them down into phases. Here is a summary of phase two of marketing your own fitness, health or wellness business along with links to help keep your strategy as simple and effective as possible. Click here if you need to watch phase one first.

Some links to help you grow –

My PT Hub Personal Trainer Software
Zoho operating system and customer relationship management
Nimble
Social sales and client relationship management system
Insightly
A client relationship and project management tool
MailChimp