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Executing a solid PR strategy and creating buzz around your brand may sound daunting, but it doesn't have to be. Here are three tried-and-tested ways to get more media placements and name recognition.
Read MoreWhile we don't exactly know when you'll be able to fully re-open your business, we know you WILL - and we hope it's sooner rather than later.
Right now, it's time to look ahead and strategize for this new phase of "business as usual".
Here's a step by step guide on how to open for when you're feeling ready:
RIGHT NOW:
It’s hard to know how much notice you’ll have before being to reopen but there are plenty of things you can do in present to prepare and feel ready as possible. Our top 3 suggestions on action items are:
Review and update existing menus and services
Build out email and text campaigns
Review and consider adjusting your KPIs and goals
TWO WEEKS BEFORE:
Update your website
Plan and Schedule Social Media Campaigns
Deep clean and prep all BOH and FOH spaces
ONE WEEK BEFORE:
Send a welcome back email
Have a staff meeting to go over new safety practices, offerings and prices
Go over your inventory and stock up on what's needed
THE WEEK OF:
Update all in-store signage to reflect hours and safety guidelines
Perform a private full run-through of your re-opening day with staff in place
Safely and confidently welcome back your clientele
ONE TO TWO WEEKS AFTER:
Continue to check in with your staff and their wellbeing
Check in with clients you haven't seen back yet
Prepare for possible changes in local, state and/or federal requirements
MOST IMPORTANTLY:
Please accommodate any local, state, or federal requirements for social distancing. The well-being of your staff, customers and let’s not forget, yourself, are first and foremost. My team and I are here to help you and your business with every step of the way. Contact us today for a complimentary road mapping session: 805-201-8050 or ely@elyagency.com.
Stay safe and see you all soon!
Coverage surrounding the coronavirus crisis is nonstop can feel as it’s always changing, and as entrepreneurs, brands and at the heart of it people, we need to properly communicate and work together during these trying times.
Although everyone is still learning as we go, here are a few recommendations that will guide your business’s approach to public relations and marketing during a crisis:
Listen for the Facts, Stick to what you do Know, and be Transparent.
Remember, you are not an infectious disease expert. Amongst the overload of information so easily available through social media and the news, you need to remember that you are not an expert on the subject and you don’t need to be in order to manage your business. It’s the job of the Centers for Disease Control and Prevention (CDC) to let people know symptomatic information, and how to deal with treatment. Think about your customers and what information they might want from you — specifically, your refund/cancellation policy, your on-site preparedness plan, online tools you may have in place for those who can’t travel, and who to contact for questions.
But you can be an expert in consistent, proactive communication. Your current and prospective customers want information and if they don’t get it, the silence will fuel rumors. For example, even if you don’t have an on-site preparedness plan yet, let your community know you’re working on one. And remember that how you communicate matters. Send out a clear message through multiple channels to ensure everyone that’s looking for this information can easily find it. This is can be done with a simple instagram post, newsletter and a physical sign if your business has a brick and mortar. Do not forget to make this information visible on your website. Also, make sure everyone within your organization, both traditionally “front of house” and “back of house” roles, are aligned around consistent messaging.
Proof read your social media and marketing content. Read through all your already published AND scheduled content for from at least March 1, 2020 onward. Avoid any content that might be perceived insensitive or glamourising the world’s current problems. Offer mindful, useful tips and updates instead. A novel #throwback to lighter days every once in while is ok.
If you would like assistance in executing an effective communications and marketing plan during this time, schedule a complimentary planning call today 805-201-8050 or email ely@elyagency.com.
Sending you all well wishes!
Resources to stay updated:
Centers for Disease Control and Prevention
Some time around 2017, I stopped listening to the same, tired Spotify playlist every morning and began listening to podcasts.
Packed with information and the perfect sprinkle of entertainment and light-hearted banter, minimum ads or as podcasts hosts tend to fondly call them “sponsors”, podcasts are incredibly engaging and a useful tool for businesses and listeners alike.
Among other milestones, the world saw megahit Serial crest 100 million downloads and the medium have its first interview with a sitting U.S. President. The buzz and attention translated into a 24% increase in regular listeners.
This incredible growth shows no signs of slowing down, in fact I firmly believe podcasts are here to stay.
Podcasts require little effort to engage with, on the listener’s behalf.
Unlike written blog content, which has to be read, or even longer videos that require audiences to sit and watch. All a podcast listener has to do is hit play and listen.
It’s the perfect content type for multi-tasking, which most of us are doing on a constant basis anyways.
With real dollars available and an increasing body of buzzy and ambitious series completed in the medium, big name talent is more interested in podcasting than ever before. Oprah, Lena Dunham, Ashley Graham are just a few of recognizable names now with a weekly podcast of their own.
Part of the low-effort, multi-tasking richness of podcasts is due to how mobile-friendly this medium is.
As I mentioned, I enjoy listening to my favorite podcasts during my commute, through my smartphone. And, I’m not alone; 69% of podcast listeners are on their mobile devices.
As we increasingly choose mobile devices over other technologies, adopting mobile-friendly content types is important.
Developing a podcast audience ahead of the competition is incredibly important because listeners are loyal to their favorite programs.
They establish relationships with the host(s) and want to check back each time there is a new podcast episode.
If you can establish a strong audience before the podcast boom, it will be hard for your competitors to attract those listeners to their own shows.
This loyalty also translates to other marketing channels. For example, podcast listeners are 20% more likely to connect with a brand on social media.
When the podcast is over, audiences will turn to channels like social media to continue the conversations and interact with each other and your business.
An estimated 57 million Americans, or 21% of the U.S. population, listen to podcasts regularly. This might sound like a lot, but really, it’s peanuts compared with terrestrial radio, which captures nearly 300 million regular listeners, 93% of the population.
The difference is largely due to access and platforms. For example, these days every Apple decide (iPhones, iPods, Apple Watch, Laptops for anyone counting) comes pre-loaded with the Podcasts app, significantly lowering the barrier to listening for the 90+ million Americans who own at least 1 apple device
Android listeners are not far behind with the recent launch of the Play app. Similar to Apple’s Podcast app on iPhones, Play is pre-installed and undeletable on Android devices. What’s more, the Play app is much bigger than its Android base, since it can be installed on iOS devices.
And it’s not just Play broadening distribution. Spotify, with an active user base over 75 million, has launched its podcasting service as well. Pandora, too, is getting in on the game, having made Serial available to their 78 million active users. In all of these cases, podcast content lives alongside music. This is important to note, as it means users with no deliberate intention of seeking out podcast content will now encounter it, hopefully growing the listener pie yet further.
Although a podcast may not be a good fit for every industry, most niches can seriously benefit from producing a regular podcast. If your niche is one of them, here is what you need to do to start podcasting as part of your marketing strategy:
In most cases, your pitch is going to be the first time this podcast host has heard of you so make it easier on the host to decide if you would be a good fit for the show by including a comprehensive bio that speaks to this person’s experience and ability. We also include a link to a brand or person’s Electronic Press Kit and other relevant files in the initial pitch email.
Going the extra mile to help guide the podcast host in planning their episode can mean the difference between your pitch being accepted and ending up in the rejection pile.
This goes for both sides of the mic. With Podcasts Hosts and guests more often than not calling into a recorded line rather than a live studio, it’s imperative that guests have a quality mic of their own. Improved technology and greater access have made getting quality equipment easier and more affordable than ever, so there's no excuse for creating a low-quality show.
Consumers are more likely to engage with content that is educational, entertaining or otherwise relevant to their interests, but it also has to pertain to your business and brand. Generating high-quality content takes a fair amount of planning, research and development, so you'll really have to commit to produce a podcast listeners tune in for.
There are a lot of podcast platforms out there, but you need to find the one most relevant to your industry and hosts the most consumers interested in your niche. It doesn't matter if you have the most amazing podcast in the business if your audience listens on a different platform.
Podcasting is quickly entering the world of business and becoming a popular marketing strategy, not only because of its popularity among consumers but also because it's so easy to create podcasts to broadcast accessible content for your target audience.
More often than not, answers and Podcasts booking after in the 3rd or 4th follow up so don’t be afraid to follow up in a week or two! BUT also be sure to add variation and whenever possible an updated proposed discussion topic.
Photo Credit: Irina/Adobe Stock
With the 2019 holiday season also marking the start of a new decade, it’s very much the time to start looking at the upcoming trends in adult use cannabis market.
Cannabidiol or more commonly known as CBD, contrary to some other contemporary ‘miraculous elixirs’, is no snake oil. Scientists have already proven beyond doubt that CBD extracts help with certain ailments, such as joint pain, inflammation, epilepsy and more.
Here are our predictions on which CBD products will lead the market:
Just like with any highly successful new product, CBD products have been plagued with mislabeling and quality issues. The reason may be that with all the new products displayed on the shelves, efficient quality control was simply impossible. So despite all the health benefits that CBD products may hold, such dirty tricks may blemish the reputation of one of the most promising commodities to enter the market in the last decade.
However, things are slowly looking up. As CBD’s customer base grows so will the list of regulations. Companies are now using Blockchain technology to help them and their customers trace the product from the organic farmer to the retail shelves.
The mainstream acceptance of CBD infused skincare, food and beverages timed with the oldest Millennials turning 39 (youngest will be turning 24) in 2020 will manifest in a range of customers in very diverse life stages. While the industry has long predicted that Baby Boomers make up a majority of the medical marijuana industry, Gen X and Millennials will dominate the adult-use market.
It’s not just THC and CBD that produce the effects of cannabis, and scientists are becoming aware of the benefits that other cannabinoid compounds in the plant have, such as CBC, CBG, THCV, and CBN. In addition, cannabis contains terpenes, and these substances have a significant impacts on the psychoactive effects of different strains.
Cannabis customers are becoming more aware of the effects and benefits of terpenes as well. Breeders are likely to begin creating strains that are bred to have high levels of specific terpenes and beneficial cannabinoids other than THC and CBD. Know the difference:
This compound is produced as cannabis ages, and it is typically found in low concentrations of under 1 percent in fresh marijuana. It’s only slightly psychoactive, but it does have strong anti-anxiety and sedative properties.
This is the compound that THC and CBD originate from, and it has very wide-ranging health benefits. However, it forms into either THC or CBD when it is exposed to sunlight.
THCV can be quite psychoactive in high enough dosages, but it’s present in fairly low concentrations most of the time. Furthermore, the effects of THCV are quite different from those of delta-9-THC. It tends to produce a stimulating, euphoric, and intense but short-lived high. In addition, it is an appetite suppressant rather than causing the “munchies” like THC does. As awareness of this compound increases, there’s likely to be more strains that are bred to contain high levels of this compound, and THCV supplements may be created.
CBC is a non-psychoactive cannabinoid, and it has a wide range of potential health benefits and medical uses. Unlike some of the compounds in this list, it’s present in significant quantities in the plant, and this makes it easier to create CBC supplements.
While THCA does not have psychoactive effects unless heat converts it into THC, scientists are now learning that it does have health benefits of its own. Unlike the other compounds listed here, it is not possible to create a sample of THCA that’s pure, and there’s always a certain amount of THC that’s mixed into a sample of THCA. There’s likely to be more attention paid to this compound in the future.
Unlike most other terpenes, limonene actually has effects on the cannabis receptors! While this compound is found in cannabis, it is also found in other plants, and it’s thought to have health benefits. As a result, it’s likely that there will be strains bred to produce more of this terpene.
In addition to limonene, there are a variety of other terpenes that are thought to have significant health benefits, and customers are becoming increasingly aware of these compounds. As a result, marijuana breeders are likely to create strains that contain larger than typical amounts of these compounds. Some examples of these terpenes are pinene, myrcene,
This form of THC is a bit different than delta-9-THC, which is the most powerful version of it. It does produce psychoactive effects that are very similar to THC, but it’s weaker per milligram of the compound. However, it’s only found in small amounts within the plant.
The boom in sales of CBD products is testament to the increasing crossover between the beauty and wellness industries, and when it comes to CBD skincare specifically, both high-street and premium brands are utilising the ingredient in their droves.
Sources:
Although often overlooked, the company boilerplate is an important part of any PR campaign.
A company boilerplate is usually one paragraph of text about the company that goes at the bottom of all its press releases, media alerts and often call sheets that are sent to all parties involved with a social media/marketing campaign. This text describes the company, its purpose, and often, its size, presence, and chief locations.
The boilerplate text is standardized, i.e. it is used on every press release with little to no change. You might make a few minor tweaks for different releases, but the overall text remains largely the same. If a company changes its boilerplate copy, it’s usually just to update some facts.
The usefulness of a boilerplate:
Saves time: Every press release requires an about section. Having a polished and proven boilerplate text ready saves you tons of time when you’re drafting a new release.
SEO: The boilerplate text is repeated across all your press releases which are subsequently published by hundreds of sites. Adding your target keywords in the text ensures that your business name gets associated with said keywords. You can also add keyword-rich links in the boilerplate for added SEO benefits.
CTAs: You can add targeted CTAs in your boilerplate and direct all traffic to a relevant page.
Easier searchability: Journalists researching your business can search for your boilerplate text and find all press releases from your company. Alternatively, adding relevant keywords to the press release ensures that journalists can find your release when searching through a press release database.
Examples of boilerplates:
HAKUNA SUPPLY
Hakuna Supply is Rooted in Thousand Oaks and was sprouted in 2016. Grown with our problem free philosophy, we believe in transparent customer service and giving back more than we take. From our products to our team members which include veterans, students and individuals of diverse backgrounds, we are all about embracing our differences to create a better environment.
For more information visit, www.hakunasupply.com.
THE CANNABIS WEDDING EXPO
The world’s first Cannabis Wedding Expo conferences + community is now in Las Vegas,, Denver, Los Angeles and San Francisco. The interactive, educational, day-long expo is open to the public, offering inspiration and resources for couples who wish to incorporate cannabis into their wedding day and event celebrations — all in a deal-making environment — focused on the digitally engaged couple. The CWE was launched in Denver in 2016 and continues to expand into new markets every year.
For more information visit, www.cannabisweddingexpo.com.
Cannabidiol (CBD) is a naturally occurring compound found in the resinous flower of cannabis, a plant with a rich history as a medicine going back thousands of years. Today the therapeutic properties of CBD are being tested and confirmed by scientists and doctors around the world. A safe, non-addictive substance, CBD is one of more than a hundred “phytocannabinoids,” which are unique to cannabis and endow the plant with its robust therapeutic profile.
Many people are seeking alternatives to pharmaceuticals with harsh side effects – medicine more in synch with natural processes. By tapping into how we function biologically on a deep level, CBD can provide relief for chronic pain, anxiety, inflammation, depression and many other conditions.
Extensive scientific research - much of it sponsored by the U.S. government - and mounting anecdotal accounts from patients and physicians highlight CBD’s potential as a treatment for a wide range of maladies, including (but not limited to):
Autoimmune diseases (inflammation, rheumatoid arthritis)
Neurological conditions (Alzheimer’s, dementia, Parkinson’s, multiple sclerosis, epilepsy, Huntington’s chorea, stroke, traumatic brain injury)
Neuropsychiatric illness (autism, ADHD, PTSD, alcoholism)
Gut disorders (colitis, Crohn’s)
Cardiovascular dysfunction (atherosclerosis, arrhythmia)
Skin disease (acne, dermatitis, psoriasis)
A press kit, often referred to as a media kit in business environments, is a pre-packaged set of promotional materials that provide information about a person, company, organization or cause and which is distributed to members of the media for promotional use. Press kits are often distributed to announce a release or for a news conference.
Press kits are typically used for:
A media kit often accompanies a media release
Product launches
New company launch
Mergers and acquisitions
News conferences
Announcements of special events, industry trade shows or exhibitions
Accompany a press release or media release
Notify the media of any newsworthy event within a company's sphere of activities
Check out examples of Press Kits we’ve created in the past for clients:
Schedule a consultation with us today to review and revive your brand’s current press kit today! Don’t have one? We can get started today!
Or at the risk of an infamous cease and decease letter signed by Goldevoice, I fondly call the two weekend extravaganza, #Eventchella. Here's our take on the pros and cons to activating at the country's largest music festival.
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