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POP UP
PR
GUIDE FIVE

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Generating press is a full time job and if you’re a small company the
chances are you wont have the resources to hire an expensive firm to
promote your pop up. The good news is, here’s a guide to show you
how PR for your pop up shop can be effectively done yourself!
If you’re a small businesses don’t worry about spending money on
costly ads or advertorials. Having good reviews, a post on a popular
blog or even a simple retweet from a powerful influencer can spread
your message effectively. All you need to do is identify the right person
or platform to sell your story for you.
Remember if you’re new your news and don’t be shy of shouting about
it. Plan your PR campaign in advance, start building your buzz in the
weeks leading up to your arrival and by the time you appear you’ll have
a queue of people waiting for you.
GETTING YOUR
IDEA OUT THERE
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GENERATE A BUZZ
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Think about why you are doing
this, what’s your aim and why is it
exciting? This will be the content
for your press release and help
set you apart from others. Try
and find a unique angle to lead
with. Think tactically - does your
pop up or idea tie into a bigger
story? Can you get a celebrity
endorsement or is there going
to be any unique, innovative
activity taking place?
1.
DECIDE YOUR
STORY
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Draw up a list of the newspapers, magazines and blogs you want to
be covered in. Try to find out which is the journalist responsible for
covering your area such as retail news, event news or tech and so on.
Create a spreadsheet of their names and email addresses you want to
target and mark which ones you’ve contacted and their feedback.
Make sure you target bloggers and social media influencers too. Tools
such as Technorati, AllTop, BlogRank, Wikio, Top Blogs and BlogCatalog
are useful for doing this.
2.
CREATE A
TARGET LIST
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Make sure your emails are personal. Think about why you’re
newsworthy, and what information people need. Make your story clear
and concise. Start with an email pitch. Make sure you know the name of
the person you’re writing to
Take some time to make you subject line compelling. This is the
crux between the opening your email or ignoring it. Remember most
journalists will be getting 100’s of emails a day all with similar requests
so give a day before following up with another message (try copying in
the original email with it), then phone or tweet them.
3.
DRAFT A PRESS RELEASE
AND COVER EMAIL
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Twitter is the place to meet and greet bloggers. Explore the tweets
going on in your area, see what they’re talking about and who they’re
talking to. Follow them and join in their conversation - let them know
what you’re up to and soon the message will spread. Give your pop up
shop a catchy hashtag and encourage as many people to use
it as possible.
Facebook similarly, is a very effective platform for pr-ing your pop up.
Create a page for your business and create an event for your pop up -
invite your friends to and get them to share it with theirs. Search for other
businesses, groups and communities similar to your target audience and
interact with their pages and start to network!
4.
MAKE THE MOST
OF SOCIAL MEDIA
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A physical store is a great way
of meeting new people and
generating conversations. Invite
journalists and inuencers to
visit your store in person. Think
about whether you’re offering
something they’d be interested in.
Keep an eye on whose passing on
the street and invite them in to
check out your store. See if there
are any reactive opportunities
you can take advantage of?
Even once you’ve shut up shop
you can still keep at the PR. Turn
your shop into a case study.
What did you learn from it?
What were the results? What
advice would you give to others
thinking of opening up shop? At
the very least it’s a nice piece
of content to keep on your own
site too.
6.
KEEP AT IT
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SELLING IN YOUR IDEA
Include exciting images of yourself, products, or shop with
your press release as this might help give you the edge
over other 100’s of stories they’ve been sent that day.
Although avoid sending over any image heavy pdfs as
these are often too large for some inboxes, instead include
links to a Flickr, Vimeo or Youtube account.
Share your idea @appearhere
www.appearhere.co.uk
CONTACT US
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