How To Score Media Coverage for Your Brand

collaborations, creative collaboration, Digital Newsroom, Earned Media, Fitness Marketing, growth hacking, Integrated public relations plan, marketing muscle, media relations, Public Relations, The PR Playbook

Yes you need press coverage. No you don’t need a press release. What you need are answers to the most important questions that writers, reporters and bloggers want to know.

In this video, I quickly move through the top 20 questions on every media influencer’s mind.

The Top Three Questions on every writer’s mind. . .

  1. What makes your story newsworthy right now? Why is it so timely?
  2. What problem does it solve? And, is it a big problem?
  3. Will readers and viewers want to share your story?

If you need help reaching out to bloggers, vloggers and writers about your brand story, check out The PR Playbook, a crash course in winning over the media and collaborating with influencers.

 

An Easy Guide to Creating a Consistent Brand Experience That Builds Trust & Loyalty

Brand Awareness, brand management, brand newsletters and magazines, brand publishing, brand reputation, branded content, branding on mobile phones, building brand trust, Integrated public relations plan, Uncatergorized

Your website and social media channels are your most visible brand statement to the world and every single page of your online branding should be as consistent as possible.

Your Brand Checklist for Social

Your logo, brand colors, tag line, mission statement, bio/profile, high quality visuals and contact information should be the same on each platform you use.

Why Consistency is so Important

People value consistency which in turn creates accountability. Consistency will also establish your reputation and make you and your brand that much more relevant. Being consistent builds trust with future clients, customers and colleagues and enforces your message.

How to Be Consistent

Be consistent in how you display yourself and your company on each website platform and consistently share information that is helpful, resourceful and useful.

This post is targeted to experts and creators in the fitness, organic beauty, health, wellness, nutrition, spa and medical industries. However the rules apply for all markets and all startups. 

As of March 2016 your essential brand platform list includes:

Your Website and a Vlog/Blog along with the following popular social media platforms where you will create brand awareness about your services and products. I recommend WordPress for both. WordPress is an online, open source website creation tool written in PHP. But in non-geek speak, it’s probably the easiest and most powerful blogging and website content management system (or CMS) in existence today.

facebook Facebook  The user profile according to 2015 Pew Research –66% Men 77% Women.  87% 18-29 years of age and 63% 50-64 yrs of age. However, you can really target your posts and promotional offers by age, interests and location with Facebook ads if you have budgeted for them. 

Instagram Instagram 22% Men 29% Women.  53% 18-29  years of age and 11% 50-64 yrs of age. As of March 2016 the posts with the most Instagram engagement have long form (five to seven sentences with about five #hashtags). Instagrammers want to know about the backstory  behind your photo and video so bring your emotional side along for the ride. 

youtube YouTube Distribution of video by content includes female dominated categories – makeup and beauty, skin and nail care & weight loss. Male dominated video includes soccer, strategy games, X Box and basketball.

YouTube tutorials and brand announcements may seem daunting at first so spend some time in front of the camera to become more aware of how you look and sound. Practice before you upload. You can also share inspirational videos on your channel if YouTube’s not for you. 

linkiedin LinkedIn A great way to network for B2B (business-to-business) services, a premiere subscription (not the free version) will have you connecting without having done business before. You can also publish your helpful and resourceful information to Pulse, LinkedIn’s blog.  Stats as of 3/2016 28% Men 27% Women.  31% 30-49 yrs of age.  30% 50-64  yrs of age. 

google +Google + This was Google’s way of keeping up with communities on Facebook and Twitter, but it never really got off the ground. Most use it to help with SEO (search engine optimization) 74% Men 26% Women 55% from the US. Read this for more on why Google Plus is not “dead”. 

Pinterest Pinterest  Be sure to link your posts, videos and favorite content from your own website and vlog as well. Boards are a collection of inspiration for you to review and to share with your community. 13% Men 42% Women 34% between 18 -29

Twitter Twitter While there is talk of this platform dying (read this New Yorker article) there are still hundreds of millions of dedicated users. 24% Men 21% Women 37% 18-29 and 12% 50-64

& possibly . . . think second phase of your growth . . .

snapchat SnapChat 70% Men 30% Women 71% are 25 and younger. Right now it looks like SnapChat is a pre-teen to teen social media platform but those in the industry like #askgaryvee think this platform will begin to be used by those 40 plus. All big media now have a channel. 

Tumblr Tumblr is a very visual platform and used by fashion designers, artists and photographers10% of all internet users are on Tumblr – 11% women 10% men. In the future, future possibly Periscope, yet another platform that enables you to “go live” via your mobile device anytime and anywhere. (If you are already on all of the other social platforms than I recommend getting on Periscope now because it is so new.)

As an expert it would also be smart to answer questions on Quora and to dig into conversations on Reddit for future blog and vlog content inspiration.

Follow the Leaders If you are looking for inspiration, check out . . .

I do consult with small brands and start ups, so please email me at m.johnson@themarketcouncil.com with questions or to schedule an appointment.

Love Branded in Times Square NYC

Brand Awareness, creative collaboration, Integrated public relations plan, marketing muscle, marketing plans, Measureable Marketing

TIMES SQUARE HEART WALK 2A client that spends absolutely zero dollars on paid for advertising anywhere in the US wanted to know my opinion on a special “deal” they received for a Times Square G-Tron (digital billboard) opportunity the other day. He received a “discount” offer for $75K USD for 15/30 second spots from Light Years Media.
The offer was for four (4) spots per hour, 96 spots per day a total of 35,040 annual spot package. The package included the video creative (with whatever my client already had prepared, which is basically a logo and product shots, and maybe a lifestyle image or two).
Yes, Times Square is a busy place and the “deal” price for a year-long campaign is sane enough, especially to be seen in a major commercial intersection between Broadway and Seventh Avenues and 42nd and 47th streets where 1.5 million people pass through each day.

The Geoffrey Tron Screen (the G-Tron) marketing collateral claims that 4.7 billion retail sales are generated annually.  Now that sounds amazing, but is it the brand on the screen that generates that revenue or every single store, restaurant, and retailer in the Times Square collectively? Very confusing and perhaps a bit misleading for my client.

While this type of marketing may seem enticing, it is important to understand that this is really about branding – getting your name out there – without expecting any real measurable data. Sure 1.5 million people per day is fantastic, but are these your people? Your customers?

Other “facts” claimed in the PDF sent to my client –
– 547.5 million people pass through Times Square each year
– 10 million viewers see live shots of Times Square on national TV each year (yeah, for a quick one second scan)
– 9 million visitors annually (once again, are these tourists your target market?)

What intrigued me even more were the little known Times Square Annual events listed in their brochure –

The Times Square “Kiss In” – which evidentially takes place every five (5) years on the anniversary marking the end of World War II

Taste of Times Square – in June is an outdoor food festival with top restaurants and the city street performers

Valentine’s Day renewal of vows which is free to everyone

The June Solstice – a gathering to find peace and tranquility (okay I can’t stop laughing) in Times Square.

A run through of NY’s Finest on St. Patrick’s Day. Enough said.

And a preview of the Best of Broadway performances – free in September.

Oh and then there’s the Macy’s Thanksgiving Day Parade, “Good Riddance” Day on December 28th in Times Square complete with a mobile shredding truck and of course New Year’s Eve for the big ball drop.

My client was rightfully concerned that their brand did not have distribution or key brand messages to support something with this type of exposure. I also recommended we cover the basics first with a more customer-centric approach.

He believed that in general this type of thing – slamming $75K down on a digital billboard – works better for a known brand to continue top of mind messaging. Agreed.

Photo in today’s post – the “heart walk” in Times Square reconstructed out of boardwalk debris left over by Hurricane Sandy.

PR -Raising Awareness and Engaging Customers

Integrated public relations plan, PR Agency, Public Relations Plan, Star Powered PR

What are the branding benefits of hiring a PR agency? As designated torch bearers (brand ambassadors) PR helps –

1. develop memorable and relevant key messages that resonate with your audience

2. implement integrated public relations campaigns that target media (including B2B trade) for editorial placement opportunities

3. focus on proactive media relations (providing value to journalists, reporters and editors by making their job easier – getting them the information, images and samples they need in a timely fashion for their stories/segments)

4. identify important celebrity and spokesperson brand integrations within your marketing budget

5. drive co-branded partnerships to boost your brand identity

6. generate excitement through social media engagement while assisting with website content (the timely creation of blog topics, video and photography).

7. orchestrate consumer and trade events for regional and B2B awareness and sales

The main goal of these PR activities? To creatively communicate your message to target audiences with the right idea, for the right audience, at the right time.