Champagne PR on a Beer Budget

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Champagne PR on a Beer Budget

• Grassroots ways your market can make a marketing
  splash!

Presented by Diana Pinckley, media guru, chief
shopper, and former board chair, CCFM
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Whats your brand?

• Produce
• Relationships
• Experiences
• Products
• Logos

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The Elevator Pitch

• Say it in 30 seconds
• Make it distinctive
• Get a gimmick (4ms)

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The Right Tools

• Make a plan
• Figure out whos going to do what when
• Stay flexible to take advantage of opportunities
• Learn the 4 Ws

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The 4 Ws

• 1 Word of mouth
• Most powerful
• Fits function of markets best
• Important for shoppers vendors
• Low cost

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The 4 Ws

• 2 Work the media
• Find friendly reporters (feature, columnists,
  etc)
• Identify your stories (vendors, seasonal,
  events)
• Know how when to contact
• Know what they need

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The 4 Ws

• 3 Web strategy
• Develop one!
• URL online brochure are basic
• Managing the site
• Managing databases

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The 4 Ws

• 4 Well-chosen print pieces
• - Most expensive w
• - Target carefully
• - Newsletters, postcards,
• annual reports. etc

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Making Lemonade

• Putting the four Ws together during a crisis  
  a case study in changing a name.

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Cheers!

• Thanks! Heres to years of marketing magic for
  all
• satsumas
• softshell crabs
• turnip greens