Building Brand Awareness for Health, Food & Fitness Startups

Brand Awareness, branded content, Content strategy, entepreneur, instagram, Key Messaging and Talking Points, LinkedIn, madeline johnson, Press Kits, Star Powered PR, Uncatergorized

Note to reader: I have included examples of digital press kits and timely news angles in this article that you can download. They may be helpful for you as you build out your stories to share with top tier media and influencers.

Examples from the Front Lines of Digital Marketing

One of the reasons I continue working with startups and emerging entrepreneurs is because it keeps my ear to the ground and in touch with the true pain points and biggest challenges that many new brands struggle with when it comes to marketing and promoting their products and services. The obstacles they face become my opportunity to help.

Case Study #1  – The More They Burn, The Better They Learn

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Matt Gardner is a physical education teacher and health and wellness professional speaker from Novato, California. Championing kids to be more active and healthy on a daily basis, Matt has created PEbyDesign,, a program to help elementary school teachers get their students moving in the classroom for at least 60 minutes a day (a requirement from most states and the federal government).

I have been helping Matt build his side hustle, working with him on everything from his website user experience to building his own authentic voice while creating his digital press kit and all of his social media platforms including LinkedIn, Twitter, Instagram, Pinterest, and Facebook.

Right now I am conducting one-hour consulting calls with Matt and screen sharing video web chats with him to help him build out his social media strategy.

Case Study #2 –  The Best Place For a Financial Wellness Check up

financial Wellness

The best place to start your financial future and an empowering tool for financial wellness, I have helped R.J. Irving, a former Morgan Stanley advisor launch this SaaS platform to help Millennials understand how much to allocate to their 401K savings, health plans, and rainy day, emergency accounts. I created his digital marketing decks and press kit and scheduled and executed his strategy for Twitter and LinkedIn.

A sample of marketing collateral and digital press releases in a downloadable PDF file here Melius General Presentation-2.

Case Study #3 – Celebrating The Millennial Home Buyers Journey

home

Hearth & Beam’s creator Kyle Rothschild hired me to write his digital press kit, timely news stories, and social media strategy.  Hearth & Beam was created to document and share everything that makes a house a true home.

Hearth & Beam’s downloadable digital press kit here. A writing example of a creator profile Kyle Rothschild, HearthandBeam.com,

An example of FAQ’s for the media and influencers here HearthandBeam.com Media FAQs

My fact sheet writing sample here Hearth and Beam Fact Sheet

And timely and newsworthy story angles here HearthandBeam.com News Stories

Case Study # 3 – Artisanal Gourmet & Organic Condiments 

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Brown Dog Fancy is the purveyor of artisanal gourmet mustard.  Made from organic ingredients and sold online and in stores, I helped the owners of this condiment brand with their marketing collateral, digital press kits and social media strategy for #HowIFancy

Here are examples of a healthy food digital press release that I wrote for Brown Dog Fancy to share their story Brown Dog Fancy Story

Here, timely, news angles and ideas for reporters and influencers Brown Dog Fancy Story Suggestions

More writing samples including answers to media FAQ’s Brown Dog Frequently Asked Questions  and more indepth information about the founders behind the brand Brown Dog Fancy Creators

Win Over Media & Influencer Like a PR Pro

collaborations, Digital Newsroom, How to Do Your Own PR, Key Messaging and Talking Points, press coverage, Press Kits, The PR Playbook

I am very excited to be editing a course that will help fitness, health, wellness and nutrition startups build their businesses with ThePRPlaybook.com.

This is your essential guide, basically your road map to growing your business while winning over top-tier media and your very favorite influencers.

You know that building buzz and sharing your journey will boost brand awareness and consumer engagement that leads to an increase in sales for you. This is your marketing manual for success and it was created for people who don’t have the time to spend on social media 24/7.

If you are struggling with finding customers & clients, then this course is for you. If you need more eyeballs on your website then enroll your ass in this course right now.

Whether you’ve written a book, built an online course yourself or you’re opening a new retail store, maybe an e-commerce shop or you have created a breakthrough product or service, you will learn the most critical and effective marketing and PR tactics to reach your audience and audiences you never knew you would attract. Yes, that is right, the people who want to buy your stuff.

You will learn how to grow brand awareness about your business with press coverage in leading media like The Wall Street Journal, TechCrunch and USA Today and how to collaborate with influential bloggers and vloggers to reach new customers and clients.

I created this course to help startups and new brands cut through the clutter of repetitive, abundant and downright confusing marketing advice and understand and execute only the most productive marketing activities to build upon success.

Who am I?

My name is Madeline Johnson and I am a Marketing & Media Strategist & Consultant based in NYC. I am a no BS PR pro who specializes in health, wellness, fitness & nutrition. I have over 15 years of experience working with amazing brands like Reebok, Fairmont Hotels & Spas, Aveda and startups in the world of health and wellness tech.

I enjoy working with startups and entrepreneurs who are basically creating anything that makes us look and feel great. Send me a Tweet @MarketCouncil

 

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

branding

Authentically Yours

brand management, brand reputation, building brand trust, Key Messaging and Talking Points, Marketing in the Moment, reputation management

Your brand can’t be everything to everyone at every moment and jumping on a used and abused trend like “artisanal” will only make you look very “me too” and that’s not very authentic.

Artisan – a person or company that makes a high-quality, distinctive product in small quantities, usually by hand and using traditional methods.

Want examples of whats not “artisan”? “If your food is something a five-year old can make, it is not artisan.”  More here at ThatisNotArtisan.blogspot.com

Consider how sincere your story and messaging is in order to become worthy of belief and trust.

PR 101 -Staking Your Claim To Fame

brand reputation, building brand trust, customer loyalty, Key Messaging and Talking Points, marketing muscle, press release writing, Proof of Performance

So what do product packaging claims have to do with PR messaging and building brand trust? A hell of a lot really.

Just yesterday, we spent an hour on the phone with our client prepping for an interview this morning with a leading industry trade publication.  Our goal –to ensure that our client succeeds and positions the company’s new products with new ingredients that will help build upon their trusted reputation.

You see, what is said  in sales presentations and board room meetings, especially by overzealous sales and marketing people, can actually hurt a company’s reputation. An eager and enthusiastic account executive might claim all sorts of things to win over a new account. That wonder drug? That super food? That breakthrough beauty product? Yeah, the media’s looking to pop that bubble.

What can break that trust? Unsupported claims that mislead consumers. Check out some of these wild claims –

  • Outrage over a chewing gum that promises to keep customers looking their best  by improving their complexion.
  • A wrinkle cream that stimulates stem cell regeneration.
  • Cereals that claim to boost brain activity in growing children.
  • A diet warned by the FDA for making unsupported claims linked to HCG -a hormone produced by the human placenta found in the urine of pregnant women.
  • The bacteria fighting benefits of hand sanitizers that claim to wash away West Nile virus and
  • Fiber powders that clean out the arteries for a healthier  heart.

Be careful of making claims that imply that the products affect “the structure or function of the human body,” which should be classified as drugs.  Smart companies looking to build strong reputations must follow each country’s  evidence required for safety and efficacy of their products.

A good rule of thumb when your writing that marketing and sales copy? If you are making health claims about a product that is required by  law to back them up with competent and reliable scientific evidence, be sure you have that evidence, so consumers have the accurate information they need to make intelligent purchasing decisions.