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GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES Paul Wagner, President, BALZAC

GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES Paul Wagner, President, BALZAC. GOAL OF MARKETING: OPENING THE DOOR. Define Winery Position Understand Distribution Support Sales. SWOT DIAGRAM. Strengths Weaknesses Opportunities Threats. SWOT.  Analyze competitive PR programs

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GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES Paul Wagner, President, BALZAC

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  1. GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES Paul Wagner, President, BALZAC

  2. GOAL OF MARKETING: OPENING THE DOOR • Define Winery Position • Understand Distribution • Support Sales

  3. SWOT DIAGRAM • Strengths • Weaknesses • Opportunities • Threats

  4. SWOT •  Analyze competitive PR programs • Focus on high return programs • Invest in long term strategies

  5. PULLING THROUGH THE PIPELINE • How does PR help? • Who really gets people to buy a specific wine? Role play it. • What can it do that advertising can't? • Can it build long term success, relationships, results?

  6. DON’T JUST TALK; LISTEN “Propaganda ends where dialogue begins.” Marshall McCluhan

  7. WHAT (WINE) MAGAZINES WANT • Best buys • High scores • News • Interesting photos • More readers, better readers

  8. SPECIAL EVENTS • Wine festivals • Donations • Market visits • Word of mouth—the buzz

  9. WINE FESTIVALS:GOALS AND BUDGETS • Trade show booths--play to win, don't just show the flag • Who will notice if you're not there--and how to deal with them • Wine costs, travel expenses • Piggyback for cost effectiveness • Everyone else will be in town at the same time

  10. DONATIONS: GOALS AND BUDGETS • Play to win--and think big • One big role is better than twenty bit parts • What can you get in return? • Negotiate

  11. MARKET VISITS:GOALS AND BUDGETS • Distributor meeting • Key accounts lunch • Media lunch • Consumer event

  12. WORD OF MOUTH: THE BEST MARKETING TOOL • Satisfied customers tell 8 people; unhappy ones tell 22 • Your business must be perfect to get the recommendations • If you don’t meet expectations, you lose • Goals and a budget!

  13. STRATEGIES FOR MANAGEMENT • Management is the first public • Approval process • Defining expectations • Cost effectiveness--national marketing amortization

  14. PUBLIC RELATIONS TACTICS • Press kit • Press releases • Sample mailings • Newsletters • Events and promotions • Media training • Media relations • Trade shows • Market visits • Sales support

  15. PRESS KIT • A reference library • Content • Backgrounder • People, people, people • Swot--what is different • Recipes/photos/support • Format—contact info! • Style

  16. PRESS RELEASES • News, not announcements • A/P style and format • Research the facts • Read the publications • Ask the editors • Refine the story • Resend or resell the story

  17. SAMPLE MAILINGS • What's the point? • Who's the audience? • Editorial calendars • Research and reminders

  18. NEWSLETTERS •  They're not news • Goals and budget • Direct mail sales • Build brand loyalty • Create visitor traffic

  19. EVENTS AND PROMOTIONS • Start with goals and budgets • Match partners with your key messages • Co-ops gain attention, but share focus. Don’t get lost. • Negotiate to get what you need • Define expectations, then meet them

  20. MEDIA TRAINING • GET A PROFESSIONAL • Forget tv, focus on content • Consistent style and message • Dramatics and emphasis • Practice, practice, practice

  21. MEDIA RELATIONS •  Get to know them • Read their articles • Talk to them about their interests • Give them what they need

  22. PR 101 IN SUMMARY • Know your message • Identify your audience • Deliver the message • Evaluate results

  23. DEFINE EXPECTATIONS • Goals and budgets • Hard results vs. Image enhancement • Be accountable—for all our sakes

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