How to Get Ongoing PR Coverage For Your Health & Beauty Business

Beauty pr, Brand Awareness, building brand trust, How to Do Your Own PR, Influencer marketing, media relations, press coverage, Public Relations, Uncatergorized

Press ClipsNote: This case study is a summary of a very successful three year public relations and media outreach campaign that I single-handedly created and executed, landing media and influencer mentions in US Weekly, Elle, Shape, Fitness, Allure, W, Health, Prevention and many, many more.  It is packed with story ideas, pitches and ways to reach out to the media and influencers for press coverage for your new brand.  While I love working with health, wellness, fitness and nutrition brands, these tips are for anyone trying to connect with the media and build their market. If you are looking to build press and influencer connections like a pro, you should probably check out my course The PR Playbook.com as well.

Why Vanity Metrics Matter

Everyone knows that influencers can actually sell through your product, bring real return on investment to your conversion funnel and actually have you making some money off your new business, but you tell me, how do you plan on paying for all that sponsored media? You need a balance of both blogger and persuasive top tier mentions and connections to convince and convert.

Same Problem, New Solution

I digitized these press clips and organized them into case studies with helpful tips for you to demonstrate that the news cycle in health, wellness, fitness and nutrition is a continual loop of how to look and feel our best. What is old again, is new again.

How to Pitch Like a PR Pro

It is not enough to tell the world you have built something brand new. You MUST share the problem you solve and why your product is the ultimate solution. In order to do this consistently like I did, with press in every media outlet imaginable – from  Brides to Marie Claire; Town & Country to Oprah and Travel & Leisure to Vogue, you have to be very, very creative. No blogger, vlogger or journalist in their right mind wants a mass blanket pitch.

One of my first clients in beauty was a complex collection of skincare products (read: over 125 SKUs) from a brand called Yon-Ka Paris.

The challenge: Accumulate international brand awareness and celebrity cult-like status for an obscure, botanically-based skin care line created by two eccentric sisters living in the countryside of France without heat, electric or plumbing.

  1. Create an influencer & celebrity worthy experience while delivering five-star results at a world premiere event, like the Cannes Film Festival.

2. Don’t just focus on the masses. Branch out and persistently and consistently land press coverage in specialty (niche) media like I did here with bridal and new moms.

3. Pitch story angles around each individual product for additional reviews and inclusion in specific problem/solution stories.

4. Build upon product coverage and reviews by promoting spa and retail partners to build a clip book of the best of spa and wellness experiences in top tier media outlets, like Allure, Vogue and W.

5. Stay on top of all consumer trends and connect the brand to everything that is “hot”, on newsworthy, while climbing the charts – always sharing with media outlets in a timely fashion.

6. Create a charticle and/or listicle with products that offer solutions for every health and beauty challenge under the sun.

7. Never miss an opportunity to let the world know that your product is coveted by insiders “in the know”. Yon-Ka featured here in The NY Times. 

The NY Times

8. Research, uncover and reveal blogger, vlogger, model, celebrity and influencer hacks, secrets & ways to look and feel their best. Then share it with those who want to look and feel like a star.

9. Highlight and tout exotic ingredients, or even every day house hold items and edibles like grapefruit as the next super food, miracle cure and foundation of youth, while sharing the benefits backed by science.

10. Show everyone short cuts to reduce stress while recreating an at-home mindful spa & wellness experience.

 

More ways to create story ideas around your products and brand . . .

  • People can never have enough ways to eliminate the signs of anxiety and exhaustion.
  • Help followers, customers & prospects pack for travel and another season and reason of self-care.
  • Vet products, curate collections and share other complimentary brands in your story.
  • Offer up new survival tips and products for every day annoying, yet common problems, like dark under eye circles. 
  • Collaborate with all-stars, including  your strategic partners, retailers and professionals for added press coverage. 
  • Reposition your products for a new market – like men’s skin care.
  • Position your more expensive, luxury product as an investment.
  • Make sure your products are in good company and in the hands of professionals – and share their know-how with the world.
  • Niche markets like “pregnancy” may have a shorter customer lifetime value, but they are open to product suggestions and recommendations. Especially when positioning your product as safe and effective for everyone.
  • You’ll build more trust when you sound believable, so keep it really real. Don’t just make up your CEO’s quotes. Let them speak from the heart. Be believable.
  • Popularize a certain part of the body and zone in on care for that one particular area.
  • Promote  soothing, safe, natural ingredients – like botanicals for specific skin conditions.
  • Take an age old problem, and propose a new way to deal and heal it.
  • Sampling sizes always work to give customers the opportunity to try before they buy.
  • Does your product have an exceptional color? texture? Share the beauty of what’s inside the bottle.
  • Understand your customer persona. What is her personality type? Naturalist? Futurist? or maybe just pure Becky. It doesn’t matter, just be sure to pitch to the media he/she reads, views, likes and shares.
  • Go local – Connect with city guides in areas of dominant influence.

 

  • Even in an age of influencers by the dozen, stars and celebrities still have pull.
  • Plan an amazing product giveaway for your audience, fans and followers. 
  • Plan a splurge vs steal story – and include products at every price point.  

 

  • Help people get ready to reveal more for a new season – summer slim down and beach beauty prep.
  • Have experts speak on your behalf. They need the publicity just as much as you do.
  • Promote your product by lifestyle – cross over with fashion and accessories. Create the ultimate beach guide.
  • Notice an ingredient trend before an influencer does? – help them select products for a round up .
  • Have you opened a new retail account? Launched in a new online store? Tweet and share the news.
  • Even if you are not pitching a story or new product it is important that influencers know what you are up to – so they can include you in their upcoming stories. Stay in touch with your VIPs.
  • What happens when you have a fierce sales team, a loyal customer base and a winning marketing team –  it’s a recipe for magic – it’s explosive.Work together.
  • Show people how to relax, de-stress and unwind during distracting times.
  • Help people transform themselves. Read: A complete vegan makeover.
  • Are your products in a new hot destination spot? Promote it.
  • Added tip: Make customization as simple as possible. As a matter of fact. Make everything as simple as possible. 
  • Take one ingredient – like geranium – and promote the hell out of it
  • Get people out of a bind – like when they over tan or burn their skin .
  • Keep it exclusive and promote win its aka “contests” to attract new audiences.
  • Promote B2B and B2C – which also helps boost employee morale.
  • Promote experts from within your company to speak about their skill set.
  • Seed out your products to celebrities.
  • Offer tips on how to choose the best products in a category – like self-tanners.
  • Go niche – pitch to smaller media and combine products with partners for the ultimate story mention.
  • Pimp out celebrity users when they are launching a new movie or track. They need the publicity now more than ever.
  • Reveal confessions. 
  • Ask your followers what their favorites are and report on that.
  • Enter awards for your brand and promote the honors.
  • Focus on problematic issues, like sensitive skin. 

Want more ways to build your brand with media coverage? Check out my on line video course, ThePRPlaybook.com a short cut to learning how to pitch the press like a pro.

Yonka Paris Press 2

Start & Build Your Dream Business

Brand Awareness, brand reputation, digital content strategy, madeline johnson, marketing plans, media relations, Public Relations, Uncatergorized

For those of you sitting on the fence about starting your own dream business, I urge you to start now and take advantage of all of the amazing tools that can help you reach a global audience. I’m not just talking about social media like Instagram, Facebook and YouTube. I am also very excited about the hundreds of other ways in which you can reach your audience in countries around the world and the collaborations happening in my industry, health, wellness, fitness and nutrition.

My name is Madeline Johnson and I am an marketing and media strategist based in NYC. I help startups and entrepreneurs build brand awareness and sales revenue by creating easy to follow marketing plans and courses like ThePRPlaybook.com.

Here is my new intro video.

I am very enthusiastic about learning more about what you are working on, so please connect. You can comment on this blog post or meet me on Twitter @MarketCouncil or here on my YouTube Channel.

Instagram Love❤️ & an Award from Linkedin

business, instagram, instagram insight, Instagram marketing, Public Relations, Public Relations Plan, The PR Playbook, Uncatergorized

instagram

Out of all the social media platforms right now, I am finding Instagram to be the most engaging and rewarding. Yesterday I had a group of holistic nutritionists invite me to their Instagram group, yes we are creating our own community, and they have inspired me with the healthiest recipes for plant-based food – delicious meals as healing medicine for the body. If we haven’t connected on Instagram yet, please say hello @MadelineMarieJohnson I’d love to learn more about what you are up to.

Helpful Hashtags & Consistent Content

Two of the strategies that I find work best include using #hashtags within the 100,000 and 800,000 range. For someone like me this includes #healthandwellness which at the time of this post is at 562,451 and #digitalmarketing 951,149.

The second strategy is posting at least four times a day. I am paying attention to Instagram Insights (I have a business page) and find that around 3:00 pm is the golden hour for engagement and likes.

LinkedIn ProFinder Best of Badge

screen-shot-2017-01-31-at-7-07-59-pm

The team at Linkedin emailed me a badge of honor yesterday. According to the marketing team at Linkedin, the Best of 2016 badge signals a best in class ranking on their platform and spotlights the services I provide on ProFinder.

Strategies to Grow Your Business

And, if you are looking for a way to grow your business, than check out my online course, www.ThePRPlaybook.com which is packed with PR strategies to take your personal brand to the next level of success. Comment below and ask me for a code to take the course for free.

 

 

How do you market your health club or spa?

Fit Small Business, Fitness, Fitness Marketing, Public Relations, spa marketing, start up marketing, Start up Success

If you are launching a new gym, health club, day spa or healthy destination retreat, check out these marketing strategies at FitSmallBusiness.com that are specific to the health and fitness industry that will give you an edge over your competition.

From embracing the newest in technology to automate your marketing efforts – to creating standout treatments and programs that offer results and make headline news, these tips are guaranteed to help you boost brand awareness and sales.

FitSmallBusiness has established extensive networks of industry experts who bring years of experience and a variety of perspectives to every subject imaginable for startups in health and fitness.

Don’t Sell, Focus on Why they Buy

building brand trust, How to Do Your Own PR, marketing muscle, marketing rituals, press release writing, Sales Funnel Explained, Start up Success

So your marketing isn’t getting any traction. No retweets, likes, comments or love. You need more traffic to your shopping cart, eyeballs to your website.

The real reason you don’t have engagement, why your blog and social posts aren’t read is because your content is too self-serving.

Word of advice. If you want to succeed in growing your business, do not try to sell or market another thing. Every time you say or share something about your company that emphasizes the upside you will most likely get skeptical responses.

Sure, it is perfectly fine to list the benefits of your brand, but whatever content you are creating – whether it be a blog or Instagram post, your unbridled optimism about what your business can do for customers and clients comes across as salesmanship and it seems dishonest. As a consequence it is met with skepticism.

Retro-salesman_1403041206.jpg

Everyone is allergic to the feeling of being sold something.

What you should focus on instead – why people buy.

Buying motives are a million times more powerful than selling skills.

Don’t sell your product. Instead think about why people buy products like yours.

Marketing – Educate, inspire and enlighten your audience instead.

Learn more at ThePRPlaybook.com

Instagram Basics for Business. A Tutorial

Brand Awareness, Digital Newsroom, Fitness Marketing, future of marketing, growth hacking, instagram, instagram insight, Instagram marketing, marketing on smart phones, Marketing Technology

In May of this year Instagram officially announced it’s new business tools, making it easier for startups to pay to reach their target audience.

Before you start buying Instagram ads, be sure to watch this quick and super helpful tutorial on how to get your business started on Instagram.

I am in the process of filming a full series on how to grow your fans, followers and customers on Instagram and as soon as it is ready, I will add it to  ThePRPlaybook.com

In the meantime, I thought I would share this first lecture with you so you can develop a great profile, bio, content and hashtag strategy.

If you have any questions, please comment on the video on my YouTube channel. I look forward to hearing from you.

How to Create a Growth Marketing Plan for Your Business

Brand Awareness, Creative Marketing Campaigns, market research, Marketing Metrics, marketing plans, social media marketing

I work with a hell of a lot of startups in the fitness, health and wellness industries. These are great people with really wonderful ideas. However, what I have observed is that too many business owners are in complete denial about what it takes to really grow their customer and client base. Some are under the impression that if they build it, they will come.

 

field

Others think it just takes a couple of big press hits to get the brand awareness ball rolling.

Most are incredibly impatient.

if-you-dont-plan-your-time-someone-else-will-help-you-waste-it-quote-1

Sorry, folks, unless you do the deep research about who your customer is and if they even want a product or service likes yours, you are going to run into trouble.  You also need to wake up to the reality that all marketing is pure experimentation and some activities work better than others.  Depending on your target market, if you scurry around without a plan you will be hitting your head against the wall, wondering why your sales aren’t spiking like you thought they would.

You will be lost in the matrix of marketing hell.

It’s also very, very easy to get overwhelmed by what type of marketing you should be doing  for your brand.

This is why I recommend building a plan first.

This plan does not need to be an 80 page manifesto for building your business. It can be as simple as focusing on the core elements for a plan of action.

These elements include –

  • competitive market research
  • defining your target audience
  • a strategy for owned, earned and paid media
  • a realistic budget
  • metrics to measure your success.

This will help you create a realistic situation analysis and summary while giving you a clearer picture of what you must do first and a marketing strategy that will have you overcoming obstacles and threats as you build brand awareness for your business.

 

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 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.