1. Ruth Pipkin, Managing Director Rewired A Beginners Guide to Self Promotion

2.

• A bit about Rewired

• Branding

• The art of networking

• Cost effective marketing

• Promoting yourself through PR

• Questions

Overview

3.

• Established 2008

• Based in central Birmingham

• Team of 6, broad cross-sector experience

• CIPR Outstanding Small Consultancy

• 2009 & 2010

About us

4. Our experience

5.

• The good news...

6.

7.

• Thoughts from:

• The Brand Gap Marty Neumeier

• Published by New Riders

Branding

8.

• It is not a logo or a corporate identity package. It is somebodys gut feeling about a product, service or company

• It is not what YOU say it is, it is what THEY say it is

• The process of connecting good strategy with good creativity

• Experience must meet expectation

• Only one competitor can be the cheapest. The rest relies on branding

• Charismatic brands have no substitute

What is a brand?

9.

• Differentiate:

• • Who are you?

• • What do you do?

• • Why does it matter?

How to stand out

10.

• Features, benefits and price v people, experience and personal identity

• Become No 1 or No 2, or move!

• Specialists beat generalists

• Be distinctive, brief, appropriate, easy to spell, easy to pronounce, likeable, extendable and protectable.

How to stand out

11.

• Time to bring in the experts

• Get advice from colleagues, customers

• Research your competitors

• Be prepared to invest

• Consider tone of voice

• Cost effective routes

• Use your contacts

• Look for funding support (good luck!)

Invest in your brand

12.

• The deliberate process of exchanging information, resources, support and access in a way that creates mutually beneficial relationships for personal and professional success.

• Making contacts for business and career prospects

The art of networking

13.

• Manipulative and uncomfortable

• A waste of time

• Just schmoozing

• Just an opportunity to hand out business cards

• Only interesting if you are looking for a new job

Common misconceptions

14.

• Attending industry functions and events

• Joining industry groups

• Attending training sessions

• Speaking at events

• Offering support for voluntary organisations

• Online networking

Networking opportunities

15.

• Dont just expect to receive, give something back

• Be selective about the groups that you join

• Be in it for the long term

• Dont just go for free food and drink!

• Practice your elevator speech

• Set targets

• Follow up leads quickly

How to get the most out of it

16.

• Act like a host, not a guest

• Showcase your capabilities

• Show off your services

• Show up

• Listen carefully and make things happen

• Make referrals

• Tell success stories

• Talk to people you dont know

• Find a reason to swap cards

• Follow up quickly

10 ways to stand out

17.

• What do you want to achieve?

• Identify your audience(s) and channels of communication

• Advertising, direct mail, online marketing, PR

• Identify your key messages your USP

• Create a plan to match the two together

Cost effective marketing

18.

• Use your customers to sell your business

• Importance of word of mouth

• Make links with partner companies

• Make a bigger impact

• Think external, not internal

Cost effective marketing

19.

• Third party endorsement

• Reach a large target audience

• Raise your profile

• Generate new business

• Cost effective

Promoting yourself through PR

20.

• National, trade, regional press

• TV and Radio

• Online media

• Networks

• Importance of PR

Understanding the media

21.

• Before you start:

• Why are you writing it?

• Who is the audience?

• Is it newsworthy?

• What do you want to put across?

How to write a press release

22.

• Tone and structure:

• Content, spelling and grammar

• Concise, punchy

• Factual, to the point

• Objective, unbiased

• Timing, make sure it is topical

• Refer to the title you are looking to target!

How to write a press release

23.

• Writing the release:

• The 5 Ws

• Avoid yesterdays news

• Identify the angle

• Create the headlines

• Third person

• Quotes

• Think about online use

• Background info

How to write a press release

24.

• The structure:

• Clear paragraphs

• Clear ending

• Notes for editors

• Contact

How to write a press release

25.

• Distribution:

• Get the right contact

• Personal touch

• Email vs post

• Timing is everything

How to write a press release

26.

• Value of photography

• Photo caption stories

• Tailored pictures

• Understand usage rights

Photography

27. Building Networks @ ruthpipkin Ruth Pipkin (Ward) Finishing off my PR masterclass presentation for Moseley Exchange tomorrow http://bit.ly/e8ABlM

28. Offline vs online

29. The tools

30. As a minimum

31. You cant beat face to face

32.

• People buy from people

• Make opportunities

• Dont forget to follow up

• Focus on what youre good at

• Market yourself

• Look for partnerships

• Keep your ears open

• Grow what youve got

• Give it time

• Persevere

The obligatory Top 10

33. Any Questions?