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Marketing through Publicity
Terri J. ShapiroDeluxe Corp
Exec Director, Brand & Media Relations
A little bit about me
Originally from Chicago Started in PR at age 14 Worked in marketing for
P&G, Helene Curtis; big ad agencies
A Mom Had my own boutique
marketing consultancy
Why are we doing this?
Today, Deluxe is a 96-year old, $1.4B company A leader in check printing and distribution
Why are we doing this?
Today we also serve 4MM small businesses with products that help run, manage and grow your biz
Why are we doing this?
Deluxe of today and the future ALSO helps small businesses get and keep customers via online marketing services
WebsitesEmail Social MediaSEO
Logos
How is Deluxe getting the word out?
Deluxe PR: Project REV A yearlong marketing
lab initiated with a national contest 10 winners chosen $15,000 in Deluxe
marketing products and services
Counseling support Jan – Dec 2012
www.projectrev2012.com
Project REV PR
What “Dreamers” wanted to know:
Finding new customers Advice on publicity and social media
Finding new customers:The KEY Questions
Who What else could they choose When do they buy Where do they buy How do they find info Is this a risky purchase Discretionary or necessity
Finding new customers
Target audience: WHO
Who is the customer? Consumer audience
Demographic factors? Attitudinal factors? Who might influence the consumer’s decision?
B 2 B audience Is the customer also the decision maker? Role in the organization? Risk in making the decision?
Target audience: WHAT
What are their other choices? Direct competitor Indirect competitor
Does local matter in this purchase?
Target Audience: How
How do they seek information about this purchase?EventsPublications
Consumer Trade
Professional or civic associations In retail environmentsRecommendations and reviews
Target Audience: Purchase Frequency
Does your customer need your product or service more than once?
YES
Dual strategy: Keep existing customers and get new ones
Existing CustomersHow often are they in need?
How often are reminders required?Can you increase purchase frequency?
What will it take to keep them loyal?Can they help you with new customers?
New CustomersWhat do your existing customers have in
common?How can you use this info to efficiently
find new customers?
Target Audience: Purchase Frequency
Does your customer need your product or service more than once?
NO
Focus on generating stream of new
customers
Existing CustomersCan they help you with new customers?
New CustomersWhat do your existing customers have in
common?How can you use this info to efficiently
find new customers?
Target Audience: Risk
HIGHLOW
Take my timeMore expensiveConsider options
Need to trustHigh emotional
Live with decision a long time
QuickerLess expensive
Rational or less emotionalFailure not punitive
Short time for consumption
• RISK: What is the risk taken by the customer in purchasing your product or service for the first time?
PROVIDE REASSURANCE
How can marketing provide reassurance? Plan on multiple points of contact Find ways to showcase your previous work Feature endorsements from satisfied customers on your
website SOCIAL MEDIA
Show that you are an active member of the community Establish yourself as an expert in your field Reach out to those who are influencers
TACTICS!!
Power of online reviews
Source: Cone 2011 Online Influencer Trend Tracker
Terri’s Insider Secrets of PR:
Secret #1 – The media is a customer Secret #2 – Say VERY little Secret #3 - Preparation . . . and more Merchandising your PR
Reporters, editors, bloggers who influence decisions to buy in editorial postings
The people who can buy from you
Secret #1: In PR, you have 2 customers
Media = Gatekeeper Get to know the
interests of the gatekeepers
We’re here because the Witch of the North sent us . . .
And she’s got the ruby slippers to prove it!
Research the media
http://www.spj.org/fdb.asp
Offer Yourself as a Source
http://http://helpareporter.com
Research Editorial Calendars
Research Editorial Calendars
“Pitch” to the needs of journalists
NOT looking for a press release Looking for a story – preferably with local
relevance
They need: To create a list of resources for their readers To tell a seasonal story Stories with a twist An example that illustrates a trend Expert commentary
Story that is seasonal
Help them create a list of resources
You got the media interested!!!
Now what?
Secret #2
Tell them VERY LITTLE!Plan your messages ahead of timeLimit yourself to 3 – 5 messagesExpress yourself in sound bytesLess is more
Secret #2 - continued
Be a broken record Repeat yourself to
make sure your messages get across
Secret #3
Never ever talk to the media when you weren’t expecting them to call.
I can’t talk to you right now. But I’d be happy to get
back to you soon.
Secret #3: You can’t prepare too much
Rehearse your key messages Plan for bridging to key messages Don’t: “No Comment” or “Off the Record” Do: CALL THEM BACK!
Merchandise Your PR
Mailing
Blog
Questions?
