Part 2Become a Fashion Editor’s Best Friend

Welcome to Build Your Brand Part 1: Turn Website Lurkers into Loyal

Customers

Part 2: Become a Fashion Editor’s Best Friend

Part 3: Impress the Heck out of Boutique Buyers

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Build Your Brand Besties Nicole Giordano

StartupFashion.com @startupfashion

Crosby Noricks

PRCouture.com @prcouture

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Agenda Why Press is Important

Your PR Toolkit

What Editor’s Want

Pitch Review

Open Q&A

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PR 101What is public relations and why is it important to your brand

What is Public Relations?

PR is the practice of managing the communication between an organization and its publics. – Standard Definition

Public relations [is] the art and science of talking to the right audience in the right voice. It influences and shapes a company’s image, reputation, brand perception and culture. PR connects a brand and its public via direct messages or editorial media including print, broadcast, radio, digital, video or social media. – Lisa Buyer, The Buyer Group

In Fashion, we focus on securing product placement, as well as business and trend stories that place our clients as experts.

2PR 101

5 Benefits of Press

Increases brand visibility and desirability

Helps move brand/item from consideration set to purchase

Demonstrates brand value to retailers and customers

Can be leveraged for life

More economical than advertising

2PR 101

PR ToolkitEverything you need to have in-hand before you start pitching.

6-Month PR Plan 2PR TOOLKIT

Determine expected goals from media outreach

Identify target customer(s)

o Who is she and what does she like to do?

o Where does she spend her time?

o What is her overall persona?

Research related media outlets

o Identify which editors are writing what types of stories

o Where is the fit between your line and those who read this publication?

Use Editorial Calendars

Provided by magazine advertising departments

Available in advertising section of most magazine websites

Include editor/issue deadlines

Allow you to tailor pitches and releases for specific issues in a timely fashion

2PR TOOLKIT

Invest in fabulous photos

Series of product shots against a white background

Editorial/Lifestyle photographs

Create a folder for Hi-res and Low-res jpeg files 300dpifor print72dpi for digital

2PR TOOLKIT

ADDITIONAL MATERIALSProduct samples

Loan agreements for luxury items

Press release

Fact sheet with key product and brand information

Bios for key players

Logo (low and hi-res)

Packing & Shipping materials

2PR TOOLKIT

Pitching 101Essential best practices to have you pitching like a pro.

Think Like an EditorHolidays

Seasons

Price-points

Award Ceremonies/Red carpet

Dressing at any age/occasions

Looks for Less

Dressing for body type

Trend Pieces

2HOW TO PITCH

Pitching Best PracticesWrite your subject line as you imagine the

placement would read

Ensure the same concept hasn’t been written about recently

Focus on how you can help the editor (not the other way around)

Explain how your product/brand is a fit for a publication’s readership

Develop multiple story angles for different publications

Embed 1-2 images into the pitch

Link out to additional information

2HOW TO PITCH

Elements of a Great Pitch 2BEST PRACTICES

Is well-researched

Is well-written

Is to the point

Has a clear hook

Makes the ask

Provides clear next steps

FeelKnowDo

Working with Bloggers 2BEST PRACTICES

Check for editorial or “PR Friendly” policies before pitching

Begin by leaving comments/engaging on social media

Paste all information into body of email, no attachments

Be clear about editorial vs. paid engagements and expectations

Ensure any gifted items are disclosed as such on the blog

Ask for a media kit and previous results before agreeing to a giveaway

If you don’t have product to send, consider early access, behind-the-scenes or interviews

Be clear about where you would link them to link to the product

Consider investing in a system to help you manage influencer outreach (we like Tribe Dynamics!)

Build a RelationshipThere’s a lot you can do to cultivate a relationship with editors so that you and your brand are what they think of no matter where their career takes them.

Be Helpful and Supportive 2BUILD RELATIONSHIPS

Respond quickly to questions and have all information readily available

Become a resource by sharing helpful finds, brands and people as an ongoing practice

Designate time each week to commenting on blogs and sharing editor stories (not just your own)

Connect and engage through social media as an ongoing practice

Send an email and handwritten thank you note

Bonus – Social Media in 15 2BUILD RELATIONSHIPS

Develop recurring content and schedule in advance (we like

Create Twitter lists for target media, influencers and competitors to filter through the noise

Develop a social media checklist to ensure that you are distributing press and blog content to all channels

Set reminders on your phone to check social accounts in 5-minute increments during the day

Use Mention and Newsle for free tools to capture company and editor mentions

Pitch Review

Dear XX,

I hope this email finds you well. I wanted to send over some information on a new local brand that is making it's way into every girl's closet. Laundrea (www.laundrea.com), designed by Rachel Godwin Becker, is a machine washable line of dresses (and now separates) that are made in the U.S., bra-friendly and affordable. The idea for the line came to Rachel when she was working her first job post college as a design assistant in NYC. She found herself spending so much of her hard earned money on dry cleaning her clothes. Rachel decided to move home and follow her dream of creating her own clothing line.

Laundrea just entered it's third season, and things are picking up fast. We have had Bachelorette star Ali Fedotowsky wear Style #2709 (see picture attached) on E! News as well as her tv show 1st Look. Olympian, Jennie Finch, recently wore Laundrea as she presented the trophy at the Belmont Stakes. Cheryl Burke and Tia Mowry also just ordered styles from our Fall/Winter line.

Would you be interested in featuring a Laundrea dress in (Magazine Name)? I have attached a copy of our Fall/Winter lookbook. I can also send over our Holiday lookbook if you are interested. Would love to set up a time for you to talk to Rachel, or I would be happy to send over high res images if you'd like.

Thank you so much for your consideration. I look forward to your reply.

Best,

Jennifer

To Build Your BrandSpend time creating your brand story to

demonstration who you are, what you stand for, and why it matters

Create a strategic plan with goals and specific measurable objectives before pitching

Make it easy for an editor to write about you by pitching a story, not just a product

Build a relationship with editors by demonstrating that it’s not about you, it’s about the needs of the editor’s audience

Remember that media coverage is an on-going process and key aspect of your business success

2KEY TAKEAWAYS

SPECIAL OFFERS

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potion in a single day• Sign up by Friday and get an additional 45 minute

session ($199 value)o Sign up for next week’s free call to find out how to pitch

Holiday Gift Guides & special offer on media lists

StartUp FASHION: Save 50% on the Communityo Access the Community before we officially launch!o Snag the pre-launch rateo Visit: community.startupfashion.com

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Q&A

Thank You!See you next month