generate sales with pr- webinar
DESCRIPTION
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 brand’s 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.TRANSCRIPT
How to Generate Sales
With Public Relations
AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
In a Stressed Economy…
…Marketing Budgets Often First to Feel Pinch
Public Relations Almost Always
…Yields a Better ROI* *Compared to mass media advertising
“All public relations
campaigns are
created equal.”
Without clear and concise objectives, you may be sending your message to deaf ears…
Successful PR Campaigns
• Created in a thoughtful manner
• Defined targeted audience and
voice
• Research and results-based
Five Steps to a
Sales-Generating PR Plan
I. Align PR Efforts With
Business Objectives
OBJECTIVES
Consider the Following • What are my company’s overall goals for sales and marketing?
• Do my public relations efforts align with current ongoing marketing efforts?
• What is the philosophy of my public relations firm? Do they take a “press for the sake of press” approach?
• Do the public relations opportunities that I am getting help to support overall goals for my brand?
II. Focus Your PR Campaign
On Lead Generation
Where is Your Audience?
III. Integrate New Media
>845 million
*compare that to the NY Times 1 million monthly readership
>135 million >300 million
>15 million/month
Monitoring Tools
Broadcast & Messaging Tools
Connection Tools
IV. Employ Search-
Leveraged PR
Search Leveraged PR
• Better search engine optimization
• Increased qualified leads
• Reputation management
Integrate Search Terms
• Overall Brand Messaging and Site Copy
• Optimized Press Releases
• Social Media Properties and Messages
V. Set Success Metrics that
Include Tracking New Leads
• Am I satisfied with the number of leads resulting from my
current public relations campaign?
• Is my agency/public relations team measuring how
effective their campaign is to help us generate new leads
or business?
• How much has our lead-flow increased from our current
public relations campaign?
Ask Yourself…
Tracking PR Efforts
About The Yankee Candle Company, Inc.
• Leading designer, manufacturer, wholesaler, and retailer of premium scented candles
• More than 500+ locations and 25,000+ retailers in 48 countries
Overview
• Releasing a new limited-time collection, the Stars and Stripes patriotic line
• Needed to raise national awareness among The Yankee Candle demographic in time for the Memorial Day holiday weekend
Overview
• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire and author who appears regularly on ABC’s Good Morning America as its workplace contributor
• Tory was seeking out brands to feature on Memorial Day Deals segment
Challenge 1: Deal must offer significant discount
Challenge 2: Short lead time to prepare for feature
Challenge 3: Large amount of uncertainty surrounding whether feature would air
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 midnight
Monday (Memorial Day). • Emphasis on the fact that The Yankee Candle Company manufactures its candles
in the USA, another key selling point for the patriotic themed feature.
Broadcast Results
Segment Viewership: 4,243,869
Ad Value: $658,000
Broadcast Results
Tory Johnson 12,933 Fans
Good Morning America 276,231 Fans
Yankee Candle Co. 346,044 Fans
Facebook Results
@TheYankeeCandle 3,449 Followers
@ToryJohnson 23,147 Followers
@GMA 1,720,975 Followers
Total 1,767,571 Impressions
Twitter Results
Deal Site Attention
Visitors/Month
CouponCabin 1.2 million
DealNews 1.3 million
SlickDeals 4.2 million
RetailMeNot 4.4 million
Drove 15,000 Visits
to YankeeCandle.com
>6,000 Transactions in Stores
“Just wanted to let you know that SALES ARE ON FIRE already this morning
after the GMA segment. Phones are ringing off the hook, customers are pouring through our doors, calling their friends, bringing their
friends with them!!!! It’s simply lovely!!!” -Yankee Candle Retail Employee
>9,000 Transactions
>27,000 Candles Sold
33% New Customers
To Review
I. Align PR With Business Goals
II. Focus PR Efforts on Lead Gen
III. Integrate New Media
IV. Leverage Search
V. Track Results
Questions?
– Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011 BBJ Pacesetter
AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
100 NORTH WASHINGTON STREET BOSTON, MA 02114 (617) 259-1605 451MARKETING.COM