Generate Sales with PR- Webinar
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The document outlines strategies for generating sales through public relations, emphasizing the importance of aligning PR efforts with business objectives, focusing on lead generation, and leveraging new media. It includes a case study on the Yankee Candle Company, demonstrating how a specific PR campaign significantly boosted sales and customer engagement over a holiday period. Key steps for a successful PR plan are provided, including setting success metrics and tracking results.
Generate Sales with PR- Webinar
- 1. How to Generate Sales With Public Relations
- 2. AJ Gerritson Founding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritson www.451Marketing.com
- 3. In a Stressed Economy… …Marketing Budgets Often First to Feel Pinch
- 4. Public Relations Almost Always …Yields a Better ROI* *Compared to mass media advertising
- 6. “All public relations campaigns are created equal.” Without clear and concise objectives, you may be sending your message to deaf ears…
- 7. Successful PR Campaigns • Created in a thoughtful manner • Defined targeted audience and voice • Research and results-based
- 8. Five Steps to a Sales-Generating PR Plan
- 9. I. Align PR Efforts With OBJECTIVES Business Objectives
- 10. 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?
- 11. II. Focus Your PR Campaign On Lead Generation
- 12. Where is Your Audience?
- 13. III. Integrate New Media
- 14. >845 million >300 million >135 million >15 million/month *compare that to the NY Times 1 million monthly readership
- 15. Monitoring Tools
- 16. Broadcast & Messaging Tools
- 17. Connection Tools
- 18. IV. Employ Search- Leveraged PR
- 20. Search Leveraged PR • Better search engine optimization • Increased qualified leads • Reputation management
- 21. Integrate Search Terms • Overall Brand Messaging and Site Copy • Optimized Press Releases • Social Media Properties and Messages
- 22. V. Set Success Metrics that Include Tracking New Leads
- 23. Ask Yourself… • 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?
- 25. 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
- 26. 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
- 27. 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
- 28. Challenge 1: Deal must offer significant discount
- 29. Challenge 2: Short lead time to prepare for feature
- 30. Challenge 3: Large amount of uncertainty surrounding whether feature would air
- 31. 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.
- 32. Broadcast Results Segment Viewership: 4,243,869
- 33. Broadcast Results Ad Value: $658,000
- 34. Facebook Results Tory Johnson 12,933 Fans Good Morning America 276,231 Fans Yankee Candle Co. 346,044 Fans
- 35. Twitter Results @TheYankeeCandle 3,449 Followers @ToryJohnson 23,147 Followers @GMA 1,720,975 Followers Total 1,767,571 Impressions
- 36. Deal Site Attention Visitors/Month CouponCabin 1.2 million DealNews 1.3 million SlickDeals 4.2 million RetailMeNot 4.4 million
- 37. Drove 15,000 Visits to YankeeCandle.com
- 38. >6,000 Transactions in Stores
- 39. “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
- 40. >9,000 Transactions >27,000 Candles Sold 33% New Customers
- 41. 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
- 42. Questions?
- 44. – Founded in 2004 – Based in Boston – 30 Communications Professionals – Partners Nicholas Lowe, AJ Gerritson, and Tom Lee – Named a 2011 BBJ Pacesetter
- 46. AJ Gerritson Founding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritson www.451Marketing.com
- 47. 100 NORTH WASHINGTON STREET BOSTON, MA 02114 (617) 259-1605 451MARKETING.COM