What is Publicity & Do You Need It?
Let's talk a little bit about what is publicity so the official definition is the notice or attention given to something or someone by the media and that media can be offline it can be print magazines and newspapers they can be radio and tv it can also be events conferences that you might be attending tio even being here today is a form of publicity for your business as well and it could also be celebrity endorsement so if you get a celebrity to where your product use it, talk about it before autographed in it that is publicity for you and your business there's also online publicity which includes online news websites and blog's I know we all read those hopefully all of us have a block as well there are podcasts and video interviews that you can also get yourself for your product on tell us on that video summit I've done plenty of these and there are amazing way to get exposure and there's just so many different ways that you could get publicity for your business it's not just about be...
ing in a national magazine there really are so many different ways as you've seen but the reason you need publicity is because it really does bring that traffic to your website and we talked about your online store and why is important good to have an optimized and with publicity you can just drive all that traffic tears to your store it could also help to increase your social media following. So if you get mentioned a national magazine, chances are that people are going to come to your web site and click your like button for facebook or follow you on twitter are much higher initially, then they might to actually go on by buy your product so it is really important to use publicity if you want a build your social media following as well, and it could also help to increase your list and get more people to sign up for your list. I know we talked about having someone see your products or your brand seven times, and this is a great way for maybe they see it in a magazine, they decide they want to find out more, they come to your website, then they give you their their email address for your newsletter, and then they sign up, maybe follow you on social media, so you're sort of taking them along this path, or they're coming in contact with you more than once, which is pretty much what you need in order to build that trust and build all of those relationships as well. You also need publicity because it could increase your conversion rates if someone reads about your products, for example, in oprah magazine. A lot of times they think, well, if oprah loves it I'm probably gonna love it too, so I'm going to buy it so they come to your web site right away already knowing that they want to buy it so such a great way to get more people tio actually convert it can also increase your sales and what I mean by that is if you wanna have study sales throughout the year publicity is really what you should be focusing on throughout the year. I know some of us have seasonal businesses where maybe just during the holidays or super busy or in the summer but with publicity if you do it a year round you can really get that study stream of sales the around does that sound good to anyone? Yes nodding heads again so yes, publicity definitely can help increase your sales and I feel like oftentimes that's really the reason we do it is because of you on more people to our web site we want more sales and we want to share our products that we took. We worked so hard to make with other people who are going to benefit from them and publicity can also help you to level the playing field so if you are in the same magazine as a national brand that could be your competitors you are sort of now seen in the eyes of your potential customers as someone who is equal to them and they spend a ton of money on marketing dollars and you don't have to because publicity's free, so it really does help with leveling that playing field and publicity can also in increase your influence. If a big name editor or influential blogger writes about you, you already have in your in the eyes of your customers, your already trusted, and you are more influential to them that if you didn't have those endorsements from bloggers or magazine editors, so I think I'm convincing you that you really need it. I have a few more reasons that I want to share with you why you really need publicity, you can also use it to land wholesale accounts. So how many of you either have your products in stores are hoping to get your products in stores all right, so a little less than half of you, so publicity is really a great way to do that, because what happens when a retail store owner knows that your products are being constantly featured in magazines, that means more sales and more business for them, so they're more likely to investing you because you're investing in your own publicity and in your own marketing, so really, everyone benefits here. A few more reasons publicity can actually lead to more publicity it's a funny thing that happens but once you get a few magazine mentions it's sort of like a roller coaster from there everyone starts wanting to feature your products and yes, you still have to do the legwork to get there but the more publicity you get, the more publicity you're actually going to be getting in the future as well. And lastly, publicity can increase your confidence imagine e mailing out a magazine editor or a blogger and then they write about you you feel really great about yourself because you you made that happen right? You're the one we did it and that confidence really trickle down in every single part of your business so it really has so many benefits if you just take the time and I know you're all here today to learn how to do but if we just take the time and plan it out you actually can have all of these things too when you get publicity. So what publicity isn't about is sending a mass a press release to thousands of contacts I know when I first started my business I thought publicity was all about a press release, right? How many of you associate publicity with sending out a press release? Yup some of you do I know I did and that definitely used to be the case before all of this and in that stuff happened where now we have access direct access to magazine editors and bloggers, we have their email addresses, we have their twitter handles, you could just reach out to them. We don't really need that press release blasted to tens of thousands of magazine editors. So if publicity isn't about sending a press release, what is it about? Well, it's about sending a personalized email to the right person at the right time with the right story, and I know that sounds like a lot of steps, but really think about it. If you have the right story and the right product that an editor's looking for half of your job is already down, you just need to actually let them know that your product exist. So this is what I want you to think about when it comes to publicity, sending the right message at the right time to the right person, all right? And one of the toughest steps is to get your first mentioned it's always the hurdle that everyone has to sort of get past in order to get that confidence that you need to keep moving forward, so it might be a little tough to get your first mentioned, but once you get there, believe me, you're well on your way to getting even more mentioned.
Doing your own PR can be really intimidating. It is easy to feel like you don’t have the right connections or budget to get featured in the media. And what happens when you don’t have enough product to meet the demands of a huge press mention? Andreea Ayers knows exactly how that feels and in PR for Crafters she’ll help you develop a complete action plan for getting and managing press.
No matter how big or small your handmade operation is, Andreea will help you set up the PR plan that is right for you and the way you do business. She’ll help you identify the types of stories editors are looking for and how to pitch them what you sell.
You’ll learn how to:
- Find out what magazine editors are working on and who to contact
- Tailor pitches to magazines, bloggers, and other media outlets
- Increase sales after you get a press mention
Andreea will help set up a PR plan that doesn’t overwhelm your schedule but is in alignment with your target outlet’s editorial calendars. You’ll master the art of making your work more compelling to editors and more likely to be picked up.
Andreea has started and sold three companies in the last five years and that success has been bolstered by her DIY approach to getting press. In PR for Crafters she’ll take you step-by-step through her process and offer lots of tips on making it your own.