PR Presentations... What Are You Missing

I love when I see all bells and whistles on a competitor's presentation. It helps me a lot! While anyone can hire a cheap graphic designer off of ODesk.com, not to many know about the psychology behind design and marketing. This, my friends, is very important when pitching potential clients.

A beautiful design doesn't mean anything in business. Sure, it is nice to have but decisions are made on cost vs. experience vs. if a client feels comfortable (or not) working with you. When competing companies only invest in a design that looks good, it leaves an opening for me to follow the presentation with "what are they missing" when talking to the client.

If you are pitching clients based on visuals only, know that you are making a major mistake! First, you have to make sure you have the right visuals- not just ones that you like. You have to align your thinking and presentations with the temperature of your potential client's current look and feel. Next, you have to use the AMA's set of psychologically invoking marketing concepts. Then you have to follow this with real references, solid numbers, milestones and guarantee, and a work plan. This is the part where many PR professionals fail - the numbers and the data.

This said, as we head into a week of Thanksliving, check your pitches and your presentations. Give thanks for the business you earned in the past and think about how you can polish up your presentations in the future!

Until tomorrow,

Velma Trayham of ThinkZILLA 

PR Co-Chairing

I was recently asked about public relations and co-chairing. Basically, this is when two PR companies share a vested interest or a client account with two different purposes.  I am neither for or against co-chairing. It happens often and the relationship aspect of working with other PR professionals can be beneficial.

So, what are the negative components? Well, client stealing. There I said... what every public relations pro. fears the most. Well, here's the thing.... client stealing happens. You shouldn't worry about client stealing because you should be working with your clients and providing results good enough that they will not and can not be stolen away. Those who worry about client stealing are the ones who know they don't have what it takes to fulfill the contract.

Co-chairing is beneficial to all involved. I can learn from the other public relations firm and they can learn from me. Most importantly, however, is the double benefit our shared client receives- which is something to think about this Thursday evening.

Until next time,

Velma Trayham

Classic PR Gaffs

It’s Friday and time to have a little fun. I wanted to talk about the top three “gaffs” in the PR world that even the most seasoned professional still, at times, commits.

The first one is the assumed interview.  We all know what the word “assumption” makes out of you… well, it often happens within the PR world. You build a relationship with a reporter and then think the press release will be picked up without a pitch. Wrong.  Many PR people have relationships with reporters, so don’t assume your press release will be picked up – let alone viewed- by a busy reporter. You still have to make the pitch.

The second one is the lack of a follow up call. We all know reporters are busy. You should still leave a voice mail for the ones you are pitching if you don’t hear back. Again, they are busy people and are inundated daily with press releases from agencies, entrepreneurs and other wires. Things can be overlooked and a simple phone call can quickly fix an oversight.

The third “gaff” is giving your client the impression of a magic wand. PR people are not, and do not have, magic wands. If you sell your client a one-shot fix (booking agent, marketing services, personal assistant, counselor, career couch, etc.) then your client will be mad at you in the long run.  This is one area where you don’t want to be proactive in customer service. Stick to the contract. If you deviate even the slightest to help your client, you will assume the added responsibilities of the position and then fall short later. It is ok to tell your clients ‘no’ when they are asking for services outside of the PR contract.

Until Monday,

Coco the CEO

Do People Like You?

I overheard an argument in a coffee house this past weekend. Two people were discussing how being likeable helps in business. The funny part was the flip side of the argument. Many CEOs are not likeable people. In fact, they tend to be very matter of fact and stern. Does this get them any further? It was an interesting question to propose.

I don’t think there is a definitive answer. I do believe, however, you get more with honey versus using vinegar.   To be likeable you have to possess empathy and be able to relate to other people on their level. Strong CEOs typically don’t possess this trait but it doesn’t make them bad people.  The companies that do have CEOs with empathy tend to be the companies with the happiest employees, so there is something to be said for being empathic.

Another likeable trait in leadership is reliability.  If you say you are going to be somewhere, show up. If you say you are going to do something, do it.  Backing out on your word puts a sour taste in anyone’s mouth and it the number one reason people don’t like someone. So, make sure you are following through on all commitments and all promises.

Likeability isn’t inherited. It can be learned. I would think about this article this week and really decide if you want to be a stern leader (which has advantages and disadvantages) or a likeable leader with happy employees.

Until tomorrow,

Coco the CEO

The Inside Track to Sales

Here’s the thing, you have to sell yourself. Regardless of what it is for (contracts, a job, new accounts, promoting a nightclub), you need to convince people to buy products and service pitched by yourself. It can be nerve wracking, right? Well, it doesn’t have to be.  I have developed a few ways to ensure sales without becoming nervous during a pitch.

First, never think of a sale as a sale. Instead, think of yourself as a problem solver. You are presenting someone with the opportunity to fulfill a need or rectify a problem. You are a hero, act like one!

Next, listen. People are so busy selling stuff that they forget to listen. The biggest and easiest way to gain a sale is to listen to the client and then explain, using their words, how you can help. Don’t be pushy and don’t do the majority of the talking. If your client isn’t a talker then ask questions. The more they hear themselves talking to you, the more they envision working with you.

Finally, be honest. Don’t tell people what they want to hear. People know this is a trick and they are weary of people who say things that don’t seem valid. So, be upfront and honest. This goes a looooonnnnnnnggggg way.

Coco the CEO

You’re Thinking Your Way to Failure

I know this man who is afraid to succeed. He doesn’t know this, but it is true. He over analyzes every opportunity and seeks out mentor after mentor. His plan is lacking any action. I believe he is so afraid that he is going to fail that he makes a million and one excuses to not take any action but only seek consulting.  This man is thinking his way to failure.

Over the years I have come across other people like this. That is why I am dedicating today’s blog to beating out failure by avoiding the following ‘thinking’ pitfalls.

1.       If you use the past to predict the future know that growth is impossible. If you have failed somewhere in your past, let it go. Otherwise, you will fail again in the future. Dallas Buyers Clubs was rejected time and time and time again. The producers kept the dream alive and both actors in the movie received Oscars this year!

2.       If you love to stall on things then there is a great chance you have missed the boat of opportunity more than once. Avoid this by setting up mini-milestones and commitments for large undertakings.

3.       You compare yourself to others. Unless you are a twin, this move is deadly when it comes to success. You are unique. You have different circumstances, resources and educational experiences when compared to others.  Avoid the cookie-cutter syndrome by putting yourself first and expecting others to follow you – not the other way around!

Until Monday,

Coco the CEO 

Your Branded Event

As a marketing and publicity professional, I am often creating and executing events. There are a lot of do’s and don’ts when it comes to event planning. The stress is incredible, but it is worth the payoff when all goes smoothly.

If you want to create a memorable branding event, follow these suggestions;

First, do what Victoria’s Secret CEO does. “Gone are the days of simply throwing a logo on everything in sight and calling it "marketing" -- today's ad-savvy audience has a no tolerance for illogical product placement or blasé billboards. “ I couldn’t agree with this quote more. While a logo is important, you need to be smart about how you place it-especially at events.

Hire the right event superstar. One issue I notice with a lot of people hosting an event is celebrity endorsement deals. If you’re going to hire someone in the public eye to MC your event, make sure their brand lines up with yours. While Brad Pitt might be the hottest star in your eyes, if you own a Vegan restaurant and he isn’t a Vegan- his presence at your event is basically meaningless to your brand.

Offer social media exclusives. This doesn’t have to be a discount to attend your event. However, you want to have your following trend your event. Using creative branding opportunities to promote the event in the development, functionality, and post stages is a great way to grow your social media following, pick up extra press, and review statistics as to how relevant your marketing events are compared to ROI.

Of course, these tips are just the tip of the event marketing iceberg. I’m available to help you design and/or market your next event. Please click one of the links to the right to connect with me.

Coco the CEO

Branding is Big Business

Welcome to my first post ever! I decided to launch this blog as a way to give back to the business community. I perform a lot of over-the-phone and in-person consulting. As a result, I don't have time to help everyone, or accept all potential client requests. I'm hopeful this blog will be a direct link between myself, my advice and my audience. Please feel free to use the social media links (located on the right) to connect with me on Twitter. You can also leave comments and questions below each blog post and I will try to respond personally.

OK, let's get started!

I want to open this blog up by starting a discussion on branding in business. Most people believe they have a general concept of what branding is. Some people even fool themselves into believing they know how to leverage it in business. Branding is important to any and every business. It takes time to develop correct branding skills. Like I always say, “Anyone can become a brand but not everyone knows how to brand.”

Whatever you chose as a brand for your business, it becomes an immediate point of recognition for your consumers and potential consumers. It also opens your business up to criticism and/or praise. Think about the phrase "Enron." How many of you have personally conducted business with this company? Chances are, not many. I'm sure, however, almost all of you have heard of Enron and already dislike the brand. Do you think Enron intentionally built a negative association around its brand? Of course not. Enron's actions and negative publicity outweighed any of their marketing efforts or positive branding attempts. Thus, Enron is now considered by most as America’s top hated corporation.

So, how to do you avoid what happened to Enron while growing your own brand?

While I save my in-depth analysis for my consulting clients, I've decided to offer you three crucial tips to help get you started in the right direction;

1. Don't think your logo is 100% representative of your brand. It is not. Logos and color schemes are only a crucial portion of your company's branding. However, it shouldn’t be the only component of your branding. When Nike is mentioned most people think "sneakers" and then consider the logo- not the other way around. Thus the logo is important, but so are the products and services you sell – as well as how you sell them. Kim Kardashian incorporates the double K logo into all of her merchandise branding, but she is far more than just a fancy logo.

2. State what your brand is one to two sentences online. Enron's branding became out of control in the public's eye because no one took charge to state the company wasn't terrible. It was such a simple move and yet it was missed! If a customer complains about you online - respond stating your company and brand doesn't stand for terrible service or products and offer to fix the issue right away. Don't ignore problems and don't apologize. Instead, state who you are and correct the issue.

3. Do one thing well. I knew a lady who had multiple business investments. She had a different persona for each business venture. She couldn't figure out why people didn't think of her as an authority in one industry- or, for the matter- any industry. Well, you can't be the captain of three boats at once. All your business ventures should reflect the same core components about who you are as a brand and as a business owner. If not, no one will take you seriously and you will be considered flighty. Be an authority, remain consistent with your values and what it is that your brand stands for.

Well, that's it for my first blog! Be sure to join me tomorrow to discuss other marketing and business issues.

I am available to work with you on a one-on-one basis if you want further help regarding this particular topic. Simply contact me (using one of the links on the right side of this blog) and we can get to work right away.

Coco the CEO