Transcript www.sipgroup.org

“Janette's Marketing/PR Process TM" ("JMPP") ...all the marketing support you need to lead and succeed
in your marketplace!
Marketing/PR Coach, Consultant, Trainer, Speaker and Columnist
Tel: 905.882.6893
Fax: 905.882.6898
E-mail: [email protected] [email protected]
Websites: www.yourmarketingmagnet.com www.primetimepr.ca
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CTN/SIP
Promoting Your Business
“Getting Your Name in Print”
November 1, 2007
This ppt file consists of two
parts:
1. Presentation conducted at the CTN/SIP
Meeting on Nov 1, 2007
2. Details of my profile and services, titled
“hand out”
What We’re Going to Cover
• The fundamental differences between PR and
advertising
• What you need to know about turning the media
into a client and pitching your story to them
• What you need to know about devising your
media plan and leveraging your exposure
The Fundamental Differences
Between PR & Advertising
What Advertising Is:
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Selling to prospects
Sponsored
Self-motivating
Biased
Forcing a message on the consumer
Costly
Paid Promotion
The Fundamental Differences
Between PR & Advertising
The Plus Side of Advertising:
• You have total control
• Over content, format, layout, repetition,
timing and size
• Your ad appears in the media exactly as you
created it
The Fundamental Differences
Between PR & Advertising
What PR Is:
• Communicating your specific message
to select target groups
• Highlighting your unique and distinctive
characteristics, benefits and advantages
• Separating yourself and your products and services
from your competitors
The Fundamental Differences
Between PR & Advertising
What PR Is Continued:
• Soft-sell promotion
• Disguised as news
• Taken to be true because it is newsworthy
• Credible words
• Media endorsement
The Fundamental Differences
Between PR & Advertising
What PR Consists Of:
• A series of marketing campaigns and strategies that
engage or have your dealing with the public, including:
• Branding & Packaging
• Conveying Your Essential Marketing Message
• Copywriting & Copyediting – of press releases, media
kits, articles, brochures, websites, etc.
The Fundamental Differences
Between PR & Advertising
What PR Consists of Continued:
• Media Relations/Media Training
• Special Events
• Promotions – contests, draws, giveaways, product
samples, gifts, prizes, etc.
• Networking/Online Networking/Relationship Building
The Fundamental Differences
Between PR & Advertising
More of What PR Consists Of:
• Strategic Partnering/Joint Ventures/Alliances,
Etc.
• Image & Etiquette
• Online Promotion – Blogs, E-zine’s, Etc.
• Sponsor & Investor Relations
The Fundamental Differences
Between PR & Advertising
More of What PR Consists of Continued:
• Speaking Engagements & Tours
• Customer/Client/Employee Incentives & Rewards
• Crisis Management
• And much more!
The Fundamental Differences
Between PR & Advertising
The Common Link:
All of these PR measures are designed to:
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Brand
Position
Promote
Market
Identify
Distinguish
A person, company or organization
And tell their essential marketing message or story
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
Understanding the Media & Media Relations:
• “Free” print, radio, TV & Internet exposure
• The process of telling & selling your story to the media
• Increasing your chances for exposure by providing the
media with what they need to make their job easier –
such as a press or news release, media kit, tip sheet &
other supporting press materials
What You Need to Know About Turning
the Press into a Client & Pitching Your
Story to Them
Understanding the Media & Media Relations
Continued:
• The media is in competition with itself and the
Internet
• They are only concerned with selling papers
and winning the “ratings war”
• They are content starved and looking to entice
their readers, listeners and viewers
What You Need to Know About Turning
the Press into a Client & Pitching Your
Story to Them
Understanding the Media & Media Relations
Continued:
• You can write whatever you want in your press
releases and media kits
• But editors, journalists, reporters, radio and TV
producers (and their staff) decide what they
want to use and how
• You can’t dictate otherwise
What You Need to Know About Turning
the Press into a Client & Pitching Your
Story to Them
Understanding the Media & Media Relations
Continued:
• They want captivating hooks and engaging
themes or angles
• The free space they give you is limited and hard
to come by
• So you must convince them that you deserve it!
What You Need to Know About Turning
the Press into a Client & Pitching Your
Story to Them
Understanding the Media & Media Relations Continued:
Why?
• Because unlike advertising, PR provides you with only one chance to
impress the media
• To get additional coverage, you must supply them with a new story
• Come up with a new spin on the old topic
• Find a different topic or angle
What You Need to Know About Turning the
Press into a Client & Pitching Your Story to
Them
Understanding the Media & Media
Relations Continued:
The bottom line:
• Your topic, angle or spin must appeal to
your target audiences as well as the
editors, producers and program
managers you’re going after - and to their
readers, listeners or viewers
What You Need to Know About Turning the
Press into a Client & Pitching Your Story to
Them
Getting Noticed:
• Simply pitch them with attention-grabbing
concepts and copy
• Keeping in mind that what is alluring to
one publication, radio or TV show, may
not be to the next
What You Need to Know About Turning the
Press into a Client & Pitching Your Story to
Them
Getting the Ball Rolling:
• Your message
• Press Materials
- Press Release
- Media Kit
What You Need to Know About Turning the
Press into a Client & Pitching Your Story to
Them
Your Message:
• What do you want the world to know about you,
your products and services?
• What distinguishes you from your competitors in
your marketplace?
• Why is this information important?
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
Composing Your Marketing Message or Story:
• What are your industry trends, needs or concerns?
• What is it about what you do that is beneficial or useful
to your target groups?
• How can you tap into their pain points and become their
problem solver?
• What makes you their chosen expert?
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
The Press Release:
• Typed document of news or information about your
business and its activities
• Prepared mini-article sent to the media for their use
• Your message or proposal of interest on a specific idea,
topic or angle
• If you can write English, you can write a press release!
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
Reasons You Need a Press Release:
• Announcement
• Capitalize on current news or trend
• Launch of a new product or service
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
More Reasons You Need a Press Release:
• Position your brand name
• Build your credibility
• Position yourself as an expert in your field
• Alter public perception/image/damage control
• Keep up with your competitors & let the public know you’re just as
good as they are – if not better!
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
When writing your press release, follow
these tips:
• Match your needs against the media’s
• Be agreeable
• Write great copy – no spelling or
grammatical errors!
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
When Writing Your Press Release, Also Make
Sure To:
• Get all the facts and establish perspective before
you start writing your release
• Keep the news visible, not buried under
paragraphs of analysis
• Put your opinions and interpretation in quotation
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
When Writing Your Press Release, Don’t Forget
To:
• Use straightforward headlines
• Leave plenty of blank space
• Write for a specific editorial department – news,
lifestyles, real estate, financial, new products,
etc.
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
The Media Kit:
• What is it?
• How does it differ from a press release?
• Why & when you need one?
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
What Your Media Kit Should Include:
• Tip Sheet
• Topics you’re qualified to speak about
• Your bio – background & company profile
• Mission Statement, Vision, Core Values
• Benefits – why your company, why your product or
service?
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
What Your Media Kit Should Also Include:
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Service Sheet
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Client & Project Overview – success stories (case studies) with testimonials
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Attachments – previous media coverage, copies of articles, newsletters, Ezine’s, Blogs, etc.
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Head Shot
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Speaking – topics, previous engagements, etc.
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Who Do You Send Your Media Kit To & When
What You Need to Know About
Turning the Press into a Client &
Pitching Your Story to Them
Sending Your Press Materials Out & Getting Exposure:
• Researching media contacts & devising a media contact list
• Follow-up
• Media Plans, Cycles, Timing & Trends
• Doing Your Own PR vs. Hiring a Pro
- myths
- budget
- time
What You Need to Know About
Devising Your Media Plan &
Leveraging Your Exposure
• Common Mistakes Small Business People Make When
Dealing with the Media
• Janette’s Top 10 Hooks for Scoring Ink & Air Time
• Tracking Your Results, Keeping Records & Copies of
Your Coverage
• Leveraging Your Exposure – pre & post-play
Closing
• What We’ve Covered
• The Bells & Whistles
• Who Needs PR, Anyway?
• Q&A
Thank You!
Hand-Out
Meet Janette Burke:
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Founding Publicist, Prime Time PR (www.primetimpr.ca)
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Former editor of PRtalk - Canada’s only online PR magazine that I
designed to help book authors, professionals and small business owners
understand the differences between PR and advertising and effectively use
PR to grow their businesses
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Marketing/PR columnist (for The York Region Business Times, Women with
Vision! Magazine, Elevation Profile Marketing’s Celebrating Achievement
and Women Can Do Anything)
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Marketing/PR coach, consultant, trainer, speaker and creator of “Janette’s
Marketing/PR Process TM” (“JMPP”) - my customized, 1:1, do-it-yourself,
marketing/PR coaching & consulting program that uniquely combines my
agency experience with personalized service
Hand-Out
Getting Better Acquainted:
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I started selling men’s fashions in my father’s men’s wear store when I was
8 years old & began doing marketing, publicity and promotion by the time I
was 15
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I hold degrees from The University of Western Ontario, York University &
Humber College and also possess training certificates in marketing,
business, economics, small business management, journalism/writing and
public speaking
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I’m a CTM - Competent Toastmasters -- Toastmaster’s International
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Prior to founding Prime Time PR, I held various marketing/PR in-house
roles in the film, fashion, professional development & entertainment
industries
Hand-Out
My Life As A Publicist:
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Spent 16-18 hours a day branding, packaging, planning & attending numerous special events,
promotions, launch parties, press conferences, balls, fashion shows, speaking & book tours,
etc.
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Wrote countless press releases, media kits & other marketing marketing materials, including
websites, articles, etc.
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Secured top media placements for a variety of retailers, cosmetic companies, fashion
houses, entertainers, spas, salons, lawyers, dentists, chiropractors, psychologists, specialty
doctors, financial planners, pharmaceutical companies, singles/dating services, electronic
providers, restaurants, car dealers, home builders, coaches, consultants, speakers, book
authors, franchises, malls/shopping centers, hospitals, charities, politicians & media
personalities
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My clients have appeared in The National Post, Post City Magazines, Liberal, Mirror, Toronto
Star, Chatelaine, Flair, Toronto Life Magazine, Fashion File Television, Fashion Television, The
New York Times, The Montreal Gazette, Canada AM, Good Morning Buffalo, CP 24, Global
News, The Toronto Sun, 680 News, Mojo Radio, City Line, Breakfast Television, Report on
Business Television, CTV Evening News, Money Matters, The Canadian Jewish News, 20/20,
Dateline NBC, The Morning Show, The Erin Davis Show, Women’s World, Toronto Life, York
University Profiles, Profiles of Distinction, En Route Magazine, The Financial Post, The Globe
and Mail, The Small Business Big Ideas Radio Show, Customer Catcher Radio, Japanese TV
& radio, York Region Day Time, Toronto Daytime, London Today - to name a few
Hand-Out
Why I Created “Janette’s Marketing/PR Process TM” (“JMPP”):
1. Saw Many Professionals & Small Business Owners Struggling To:
• Be remembered for who they are & what they do
• Convert prospects into buyers
• Generate targeted publicity & exposure
• Take their businesses to the next level
• And not get the help they need
2. Wanted to “Bring PR to the People” & Present Them With a Viable
Alternative To:
• Hiring an exclusive marketing/PR firm or freelancer at $3,500 plus per month
• Relying on marketing/PR books, courses and CD’s they couldn’t remember
or apply on their own
• Achieving long-term sustainable results for themselves & their businesses
Hand-Out
How I Help You Win Your Marketing/PR Game:
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Function as your personal marketing/PR advisor & on-demand marketing
team
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Act as another pair of eyes, set of ears and helping-hand
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Provide you with the motivation, tools, partner, resources and contacts
you need to stay focused & bring your marketing/PR plans to life
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Take you where you want to go – efficiently, effectively and affordably
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Why face your marketing/PR issues alone - when you can have an
experienced pro like me show you the way??
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Think of me as your ‘marketing mama’ & turn to me with all your
marketing/PR needs
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What I Bring to The Table:
My:
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Strong business acumen
Solid track record
Innovative ideas
Expertise, guidance & support
Proven promotional techniques
Insider tips & trade secrets
Doable action-plans
Step-by-step instruction & invaluable feedback – as you need it!
Reliability
Discretion
Resources
Contacts
Performance Guarantee – as stated in my marketing/PR coaching policies &
procedures
Potential for Government Funding – talk to me about your eligibility!
Hand-Out
The “JMPP” Advantage:
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Significantly reduce the amount of time & money you spend on your marketing and
promotion - typically by 1/10th the cost of paid advertising
Learn how to effectively publicize & promote your products and services
Stop paying big agency fees – especially if you don’t have the budget for them!
Build a loyal following of satisfied clients who sing your praises & sell your services
for you
Attract customers/clients to you instead of chasing them
Position yourself as an expert in your field
Build your credibility & extend your outreach
Draw more traffic to your website
Increase your confidence when pitching your ideas & speaking in public
Grab all the media attention you deserve & capitalize on other cost-effective
marketing/PR measures too
Avoid making costly errors that set you back
Increase sales & exposure
Grow your business today!
Hand-Out
What “JMPP” Entails:
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Me conceptualizing, brainstorming and working with you on executing &
maintaining the following marketing/PR strategies & campaigns:
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Branding & Packaging
Composing Your Essential Marketing Message
Copywriting & Copyediting – websites, brochures, press releases, media
kits, tip sheets, articles, etc.
Logo, Business Cards & Stationary Design
Media Relations/Media Training – writing & placing feature articles, pitching
your story, handling media interviews and placements with confidence, etc.
Advertising, Media Buys, Billboards & Endorsements
Speaking Engagements & Speaking Tours – 30-60 second infomercial &
speech development, as well as bookings
Tele-Classes & Webinars
Book Tours
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Hand-Out
What “JMPP” Entails Continued:
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Networking/Online Networking
Image & Etiquette
Telephone Sales & Scripts
Online Promotion/Virtual PR
Pod-casts & Video Production
Special Event Design & Management
Promotions, Cross-Promotions, Strategic Alliances, Joint Ventures &
Affiliate Programs
Contest, Draws, Product Samples & Giveaways
Sponsor & Investor Relations
Crisis Management
Any Other Marketing/PR Topic You Wish to Discuss
Hand-Out
A Section-by Section Glimpse of What You Can Expect to Achieve for Your Time &
Investment:
Working with me, you’ll…
1. Branding, Imaging & Packaging – Parts 1 & 2
• Uncover vital information about your background, accomplishments & target focus
• Determine your strengths, weaknesses, opportunities & threats
• Discover what makes you unique & what you bring to the table
• Learn how to tap into your clients’ emotional needs, carve out your niche & position
you as your clients’ chosen problem solver
• Compose & get your essential marketing message down on paper
• Develop your platform
• Explore your vision, core values, critical success & distinguishing factors
• Make sure your chosen business name, logo, tag-line, business colours, business
cards, stationary & head shot project the image and message you want to convey
• Perfect your 30-60 second infomercial, sales pitch & presentations
Hand-Out
A Section-by Section Glimpse of What You Can Expect to Achieve for
Your Time & Investment Working with Me:
1. Branding, Imaging & Packaging – Parts 1 & 2 Continued
• Maximize your networking time & effort – so you’re able to build, foster and
maintain the right kind of mutually rewarding, professional relationships
• Polish your style, appearance, wardrobe & social graces – so you always
make a lasting impression
• Communicate & deal with a cross-section of your desired clientele – so you
can approach them on their level
• Blend interests & locate your target groups at as many places, events and
activities they are likely to be involved in
• See how you interact with others in a variety of settings
• Find out what you know about different cultures, how you mix, mingle, meet,
greet, order, eat, hold your fork, conduct table settings, etc
• Benefit from my fashion, beauty, grooming, body-contouring, bargainhunting & gift-giving secrets.
• Give your clients & customers perfect gifts – including concert and theatre
tickets
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A Section-by Section Glimpse of What You Can Expect to Achieve for Your Time &
Investment Working with Me:
2. Copywriting & Copyediting •
Devise & revise the plan, format, layout and content of your website, brochures, client kits, fliers,
post-cards, ads, letters, e-mails, proposals, thank-you notes, articles, E-zine, Blog, videos, CD’s,
DVD’s, pod-casts, books, E-books and other business correspondence
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Mastermind & implement your entire media strategy
Write press materials that don’t look like an ad in disguise & end-up in the garbage
Create newsworthy hooks, angles, story lines & publicity tactics – being that you only have 30seconds to capture an editor’s, broadcaster’s or producer’s attention
Compile a targeted media contact list that marries & matches yours and the media’s needs – so
you can reach your target audiences, obtain optimum results and avoid being a one-hit wonder
Pitch your story to the media (with me demonstrating and sitting beside you) – so you know
exactly what to say to peak the media’s attention & not get hung up on
Follow-up on these pitches until you secure as much print, radio, TV & Internet coverage as you
can possibly handle
Hand-Out
A Section-by Section Glimpse of What You Can Expect to Achieve for Your Time &
Investment Working With Me:
3. Media Relations/Media Training Continued •
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Spot, time, monitor & seize your media opportunities, tie-in’s and trends
Fit a particular publication’s or show’s mandate
Produce & submit your own articles
Structure & prepare for each of your placements – especially when you are being quoted by a
reporter
Record & role-play with you – so you remain in control of your interviews, interact well with the
interviewer or host, know what to expect and say
Tap into your hot topics & stir-up controversy
Handle unexpected comments & questions from callers
Give useful & relevant information
Be personable, look & sound unrehearsed
Captivate the audience, tune into their needs & provoke them to take action
Be professional, yet entertaining – without seeming blatantly promotional or “all about you”
Generate buzz, be a good guest & get invited back
Measure your results, leverage your exposure (pre and post-play) & make the most of your
coverage
Hand-Out
A Section-by Section Glimpse of What You Can Expect to Achieve for Your
Time & Investment Working With Me:
4. Speaking Engagements, Tours, Tele-Classes, Webinars & Book Tours –
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Become a quality speaker, tele-class or webinar leader
Take your place in the spotlight & convey your marketing message in a fun, upbeat and
memorable manner
Boost your confidence & overcome your fears
Develop a list of speaking topics & a proper speaker’s kit
Book prime speaking engagements at groups, organizations, associations, corporations,
annual general meetings, conferences, conventions & trade shows – where your most
likely to be received by your ideal customers
Deliver powerful presentations (keynotes, workshops, seminars, lunch ‘n’ learns, teleclasses and webinars) with panache, flair, vocal variety, props, hand-outs & evaluation
forms
Minimize your speaking time and effort & generate added revenue using your speaking
engagements as prime exposure tools in which to market your products and services to
your desired clientele and derive qualified leads and referrals
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A Section-by Section Glimpse of What You Can Expect to Achieve for
Your Time & Investment Working With Me:
5. Online Promotion/Virtual PR •
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Why 30% of your PR should be allocated online
What you can do to drive more traffic to your website, enhance your online presence & get ranked
higher in Search Engines
Web 2.0 & Web 3.0 Internet promotional strategies that will expand your reach, generate quality
leads, increase sales & complete your funnel – networking and marketing from the comfort of your
own office or home
Post a Blog that stimulates client interaction and feedback & significantly increase your chances
for media exposure
Produce an outstanding E-zine, E-fliers, E-ads, E-videos, E-movies, E-stationary & more - so your
website really rocks!
6. Special Event Design & Management •
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Whether you’re sponsoring a community fundraiser, open house, conference, convention,
banquet, awards night, golf tournament, luncheon, seminar series, holiday party, summer picnic,
trade show, booth at a trade show, fashion show, product launch, book signing, company
anniversary, birthday party, retirement or other milestone celebration, I’ll help you:
Plan an amazing event in which to engage, reward & thank your most deserving clients, patrons,
patients, staff, sponsors and suppliers
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A Section-by Section Glimpse of What You Can Expect to Achieve for
Your Time & Investment Working With Me:
6. Special Event Design & Management Continued •
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Budget your event expenses & avoid overspending
Minimize stress & stay focused on your timelines
Negotiate terms & conditions with party suppliers and save you money
Find & reserve venues, tents, etc.
Develop a theme & select invitations, tickets, flowers, balloons, appetizers, menus,
buffets, sweet tables, beverages, décor, props, entertainment, music, DJ’s, bands,
clowns, jugglers, magicians, vocalists, pianists, photographers, videographers, table
& chair rentals, linen, china, cutlery, stem wear, bar tenders, wait staff, models,
volunteers, games, prizes, silent auction items, party favors, loot bags, giveaways,
clothing, accessories, make-up, hair, etc.
Oversee registration & room set-up
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A Section-by Section Glimpse of What You Can Expect to Achieve
for Your Time & Investment Working With Me:
6. Special Event Design & Management Continued •
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Adhere to customs, safety codes, legalities, protocols & processions
Write, rehearse & deliver speeches
Impress the crowd with current dance moves
Design fliers, posters, announcements, tickets & signage
Publicize & promote your event
Increase attendance & stimulate ticket sales by attracting celebrities and Alisters
Build goodwill & trust
Foster better business relations
Relax, mingle & enjoy yourself!
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A Section-by Section Glimpse of What You Can Expect to Achieve for Your
Time & Investment Working With Me:
7. Promotions, Cross-Promotions, Strategic Alliances, Joint Ventures &
Affiliate Programs •
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Get your name out there & lure new and repeat business administrating effective
customer/employee incentives, reward programs, contests, draws, product samples,
giveaways and promotional items
Forge strategic partnerships, joint-ventures & affiliate programs as a means of further
promoting yourself, sharing resources, leveraging your time, off-setting costs and giving
back to the community
8. Sponsor & Investor Relations •
Align yourself with charities and sports teams & host sales presentations, events, awards
and other initiatives that attract your ideal client, sponsor or investor and provoke them to
back your vision
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A Section-by Section Glimpse of What You Can Expect to Achieve for Your
Time & Investment Working With Me:
9. Crisis Management •
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Combat your crisis
Sway public opinion & perception
Reverse damage
Restore your credibility, name, reputation & image
10. Any Other Marketing/PR Topic You Wish to Discuss -
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Summary of What You Receive:
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A customized (not ‘cookie cut’) approach to solving your specific marketing/PR
issues
A trusted marketing/PR advisor to bounce ideas by & share in your effort
60 minutes of weekly call-in or face time, plus an additional 45 minutes of me
reviewing & editing your homework
A session-by-session break-down that addresses your immediate needs & keeps
you focused
In-between session support by phone (up to 15 minutes) or e-mail (I’ll do my best
to get back to you) – in case you run into problems or want to run something by
me
Access to my resources, contacts, links & media directories that would otherwise
cost you time to research & over $2,500 to buy
Advance notice & preferred pricing on my supplemental workshops and teleclasses – should you want to delve deeper into a specific marketing/PR topic
(beyond what is covered in your sessions)
Complimentary issues of Magnetic Marketing - my new, soon-to-be-released Ezine/Blog (packed with even more of my marketing/PR secrets)
A fee schedule – payable by post-dated cheque or Pay Pal
100% satisfied or full money-back guarantee - in accordance with my
marketing/PR coaching & consulting policies and procedures
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Who I Work With:
• Mavericks representing an array of emerging & established
organizations, businesses and professions, including:
• Small Business Owners, Coaches, Consultants, Sales
Representatives & Independent Sales Agents
• Retailers, Franchises, Malls, Spas & Health Clubs
• Chiropractors, Naturopaths & Specialty Doctors
• Accountants & Lawyers
• Book Authors & Speakers
• Marketing Directors & CEO’s
• Entertainers, Politicians & Media Moguls
• Government & Business Development Training Agencies
• Publishers, Marketing/PR & Ad Agencies
Hand-Out
For more information, please contact:
Janette's Marketing/PR Process TM" ("JMPP") ...all the marketing support you
need to lead and succeed in your marketplace!
Marketing/PR Coach, Consultant, Trainer, Speaker and Columnist
Tel: 905.882.6893
Fax: 905.882.6898
E-mail: [email protected]
[email protected]
Websites: www.yourmarketingmagnet.com
www.primetimepr.ca