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LouieDesigners - Taking your Message to the Market! (LINK)
January 27th 2008 12:37
So I am here at three of the biggest Fashion Salons in Paris as a fashion journalist.
The Designers have laboured all night on the finishing touches and now have their new label ready to launch internationally. They have spent a ton of money on their stands, their look books and flights and accomodation - but now they are all out of budget.
How does one designer stand out in a field of thousands!!!! and how do you generate buyer traffic to your stand.
A direct email campaign to your buyer list in advance asking them to reserve the date, giving them a brief preview of whats to come and an invitation to your stand .
But it is not enough. Because you also need to generate awareness - you must get press!
I am blown away by the number of designers who have no press materials or images on hand to support the media who might attend their stand.
Public Relations can:
Build an image for your Brand
Reinforce and further your company's reputation.
Raise awareness
Educate
Increase understanding
Change behavior
Build credibility
Influence opinion leaders in your industry... and
Motivate your audience to action!
Ideally your press kit should consist of:
The Designers Bio or Background behind the Brand
The Lead Press Release - This is your pitch with backgrounder
Your Collection lookbook
Information about any Press Conferences you might be attending or hosting
Website link
Images
Remember its everything a journalist needs to write a great story about your label!
The Press Release is
Written in third person, objective
Sent to news outlets
Entices a journalist to write about you
Includes a ready made headline
Includes a brief paragraph on your project
Includes a few ready made quotesImages to catch their attention
Written in news article style
Includes Who, What, When, Where and Why in the first paragraph
Includes contact details
Keep it short!
There are a few rules you should remember when communicating to a journalist!
The journalist does NOT want
Fluff
Stories that are not relevant to their audience
Stories that have no ‘news’ value
Stories that are inaccurate
Stories that are old or ‘re-hashed’
Stories that are poorly written or presented
Then you need to start to generate awareness of your brand. Here are the top 20 sites that will help you to take your fashion news to the wire in a few easy clicks and for little and even no investment! YES - MANY ARE FREE!!!!
24-7PressRelease.com - Free release distribution with ad-support
1888PressRelease.com - Free distribution, you can pay and get better placement and permanent archiving.
ClickPress.com - This site distributes to sites like Google News and Topix.net, Gold level will also get your message to sites like LexisNexis.
EcommWire.com - Focuses on ecommerce and requires you include an image, 3 keywords and links. Must be e-commerce based or expect to have your release rejected.
Express-Press-Release.com - Free distribution company with offices in 12 states across the United States.
Free-Press-Release.com - Easy press release distribution for free. There are of course more features for paid accounts.
Free-Press-Release-Center.info - Distributes your release, offers a web page with one keyword link to your site. Pro upgrade will give you three links, permanent archiving and other features.
I-Newswire.com - Allows for free distribution to sites and search engines. Paying for premium membership differs only slightly in adding in graphics.
NewswireToday.com - All the usual free distribution tools, premium service includes logo, product picture and other features.
PR.com - Not only will they distribute your press releases, but you can also set up a full company profile. Great for branding.
PR9.net - Ad supported press distribution site.
PR-Inside.com - European-based free press release distribution site.
Best of luck!!!
The Designers have laboured all night on the finishing touches and now have their new label ready to launch internationally. They have spent a ton of money on their stands, their look books and flights and accomodation - but now they are all out of budget.
How does one designer stand out in a field of thousands!!!! and how do you generate buyer traffic to your stand.
A direct email campaign to your buyer list in advance asking them to reserve the date, giving them a brief preview of whats to come and an invitation to your stand .
But it is not enough. Because you also need to generate awareness - you must get press!
I am blown away by the number of designers who have no press materials or images on hand to support the media who might attend their stand.
Public Relations can:
Build an image for your Brand
Reinforce and further your company's reputation.
Raise awareness
Educate
Increase understanding
Change behavior
Build credibility
Influence opinion leaders in your industry... and
Motivate your audience to action!
Ideally your press kit should consist of:
The Designers Bio or Background behind the Brand
The Lead Press Release - This is your pitch with backgrounder
Your Collection lookbook
Information about any Press Conferences you might be attending or hosting
Website link
Images
The Press Release is
Written in third person, objective
Sent to news outlets
Entices a journalist to write about you
Includes a ready made headline
Includes a brief paragraph on your project
Includes a few ready made quotesImages to catch their attention
Written in news article style
Includes Who, What, When, Where and Why in the first paragraph
Includes contact details
Keep it short!
There are a few rules you should remember when communicating to a journalist!
The journalist does NOT want
Fluff
Stories that are not relevant to their audience
Stories that have no ‘news’ value
Stories that are inaccurate
Stories that are old or ‘re-hashed’
Stories that are poorly written or presented
Then you need to start to generate awareness of your brand. Here are the top 20 sites that will help you to take your fashion news to the wire in a few easy clicks and for little and even no investment! YES - MANY ARE FREE!!!!
24-7PressRelease.com - Free release distribution with ad-support
1888PressRelease.com - Free distribution, you can pay and get better placement and permanent archiving.
ClickPress.com - This site distributes to sites like Google News and Topix.net, Gold level will also get your message to sites like LexisNexis.
EcommWire.com - Focuses on ecommerce and requires you include an image, 3 keywords and links. Must be e-commerce based or expect to have your release rejected.
Express-Press-Release.com - Free distribution company with offices in 12 states across the United States.
Free-Press-Release.com - Easy press release distribution for free. There are of course more features for paid accounts.
Free-Press-Release-Center.info - Distributes your release, offers a web page with one keyword link to your site. Pro upgrade will give you three links, permanent archiving and other features.
I-Newswire.com - Allows for free distribution to sites and search engines. Paying for premium membership differs only slightly in adding in graphics.
NewswireToday.com - All the usual free distribution tools, premium service includes logo, product picture and other features.
PR.com - Not only will they distribute your press releases, but you can also set up a full company profile. Great for branding.
PR9.net - Ad supported press distribution site.
PR-Inside.com - European-based free press release distribution site.
Best of luck!!!
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