generate sales with pr- webinar

Download Generate Sales with PR- Webinar

Post on 18-May-2015




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In a stressed economy, marketing budgets are usually the first to feel the pinch. When times are tough, companies are forced to re-evaluate their current marketing campaigns and increasingly demand higher ROI from their marketing teams. When executed in a thoughtful manner, investing in traditional public relations can have a dramatic effect on your brands bottom line. Want to learn how traditional and emerging public relations tactics can affect your bottom line? AJ Gerritson, 451 Marketing Founding Partner, will outline the key elements of a well-planned and integrated public relations campaign in this free webinar. Attendees will gain an understanding of how to leverage both traditional and digital public relations tactics to reach their target audience and increase their bottom line.


  • 1. How to Generate SalesWith Public Relations

2. AJ GerritsonFounding Partner 617.986.0224 3. In a Stressed EconomyMarketing Budgets Often First to Feel Pinch 4. Public Relations Almost Always Yields a Better ROI* *Compared to mass media advertising 5. All public relations campaigns are created equal.Without clear and concise objectives, you may be sending your message to deaf ears 6. Successful PR Campaigns Created in a thoughtful manner Defined targeted audience andvoice Research and results-based 7. Five Steps to aSales-Generating PR Plan 8. I. Align PR Efforts With OBJECTIVES Business Objectives 9. Consider the Following What are my companys overall goals for sales and marketing? Do my public relations efforts align with current ongoingmarketing efforts? What is the philosophy of my public relations firm? Do they takea press for the sake of press approach? Do the public relations opportunities that I am getting help tosupport overall goals for my brand? 10. II. Focus Your PR Campaign On Lead Generation 11. Where is Your Audience? 12. III. Integrate New Media 13. >845 million >300 million >135 million >15 million/month *compare that to the NY Times 1 million monthly readership 14. Monitoring Tools 15. Broadcast & Messaging Tools 16. Connection Tools 17. IV. Employ Search- Leveraged PR 18. Search Leveraged PR Better search engine optimization Increased qualified leads Reputation management 19. Integrate Search Terms Overall Brand Messaging and Site Copy Optimized Press Releases Social Media Properties and Messages 20. V. Set Success Metrics thatInclude Tracking New Leads 21. Ask Yourself Am I satisfied with the number of leads resulting from mycurrent public relations campaign? Is my agency/public relations team measuring howeffective their campaign is to help us generate new leadsor business? How much has our lead-flow increased from our currentpublic relations campaign? 22. Tracking PR Efforts 23. About The Yankee Candle Company, Inc. Leading designer, manufacturer, wholesaler, and retailer of premium scentedcandles More than 500+ locations and 25,000+ retailers in 48 countries 24. Overview Releasing a new limited-time collection, the Stars and Stripes patriotic line Needed to raise national awareness among The Yankee Candle demographic intime for the Memorial Day holiday weekend 25. Overview 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hireand author who appears regularly on ABCs Good Morning America as its workplacecontributor Tory was seeking out brands to feature on Memorial Day Deals segment 26. Challenge 1:Deal must offer significant discount 27. Challenge 2:Short lead time to prepare for feature 28. Challenge 3:Large amount of uncertainty surroundingwhether feature would air 29. Approach 3 large jar candles from collection for $30 nearly 60% discount. Deal to run for five days from the Thursday of the feature through to midnightMonday (Memorial Day). Emphasis on the fact that The Yankee Candle Company manufactures its candlesin the USA, another key selling point for the patriotic themed feature. 30. Broadcast ResultsSegment Viewership: 4,243,869 31. Broadcast ResultsAd Value: $658,000 32. Facebook Results Tory Johnson12,933 Fans Good Morning America 276,231 Fans Yankee Candle Co.346,044 Fans 33. Twitter Results@TheYankeeCandle 3,449 Followers@ToryJohnson23,147 Followers @GMA1,720,975 FollowersTotal1,767,571 Impressions 34. Deal Site Attention Visitors/Month CouponCabin 1.2 millionDealNews 1.3 millionSlickDeals 4.2 million RetailMeNot 4.4 million 35. Drove 15,000 Visitsto 36. >6,000 Transactions in Stores 37. Just wanted to let you know thatSALES ARE ON FIRE already this morningafter the GMA segment. Phones are ringingoff the hook, customers are pouring throughour doors, calling their friends, bringing their friends with them!!!! Its simply lovely!!! -Yankee Candle Retail Employee 38. >9,000 Transactions>27,000 Candles Sold33% New Customers 39. To ReviewI. Align PR With Business GoalsII. Focus PR Efforts on Lead GenIII. Integrate New MediaIV. Leverage SearchV. Track Results 40. Questions? 41. Founded in 2004 Based in Boston 30 CommunicationsProfessionals Partners Nicholas Lowe,AJ Gerritson, and Tom Lee Named a 2011 BBJPacesetter 42. AJ GerritsonFounding Partner 617.986.0224 43. 100 NORTH WASHINGTON STREETBOSTON, MA 02114(617) 259-1605451MARKETING.COM