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