In a stressed economy, marketing budgets are usually the first to feel the pinch. When times are tough, companies are forced to re-evaluate their current marketing campaigns and increasingly demand higher ROI from their marketing teams. When executed in a thoughtful manner, investing in traditional public relations can have a dramatic effect on your brand’s bottom line.
Want to learn how traditional and emerging public relations tactics can affect your bottom line? AJ Gerritson, 451 Marketing Founding Partner, will outline the key elements of a well-planned and integrated public relations campaign in this free webinar. Attendees will gain an understanding of how to leverage both traditional and digital public relations tactics to reach their target audience and increase their bottom line.
9. I. Align PR Efforts With
OBJECTIVES
Business Objectives
10. Consider the Following
• What are my company’s overall goals for sales and marketing?
• Do my public relations efforts align with current ongoing
marketing efforts?
• What is the philosophy of my public relations firm? Do they take
a “press for the sake of press” approach?
• Do the public relations opportunities that I am getting help to
support overall goals for my brand?
23. Ask Yourself…
• Am I satisfied with the number of leads resulting from my
current public relations campaign?
• Is my agency/public relations team measuring how
effective their campaign is to help us generate new leads
or business?
• How much has our lead-flow increased from our current
public relations campaign?
25. About The Yankee Candle Company, Inc.
• Leading designer, manufacturer, wholesaler, and retailer of premium scented
candles
• More than 500+ locations and 25,000+ retailers in 48 countries
26. Overview
• Releasing a new limited-time collection, the Stars and Stripes patriotic line
• Needed to raise national awareness among The Yankee Candle demographic in
time for the Memorial Day holiday weekend
27. Overview
• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire
and author who appears regularly on ABC’s Good Morning America as its workplace
contributor
• Tory was seeking out brands to feature on Memorial Day Deals segment
31. Approach
• 3 large jar candles from collection for $30 – nearly 60% discount.
• Deal to run for five days – from the Thursday of the feature through to midnight
Monday (Memorial Day).
• Emphasis on the fact that The Yankee Candle Company manufactures its candles
in the USA, another key selling point for the patriotic themed feature.
39. “Just wanted to let you know that
SALES ARE ON FIRE already this morning
after the GMA segment. Phones are ringing
off the hook, customers are pouring through
our doors, calling their friends, bringing their
friends with them!!!! It’s simply lovely!!!”
-Yankee Candle Retail Employee
44. – Founded in 2004
– Based in Boston
– 30 Communications
Professionals
– Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
– Named a 2011 BBJ
Pacesetter
45.
46. AJ Gerritson
Founding Partner
617.986.0224
aj@451marketing.com
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com