Boost your Wedding Business with PR!

Boost your Wedding Business with PR!


Good morning
everyone good afternoon good evening wherever you are in the world, we’re very
excited that you could join us here are AllSeated, we’re on a video camera here,
I have Sasha here. We are thrilled that you could join us and be part of this
very exciting topic “I Do PR”, we’ve been working with Sasha for the last year and
we’re big big fans, and Sasha brought out a new book now that she’s going to talk
to you a little bit about. Very very cool she’s young, energetic, very creative,
smart, and we’re just thrilled and thrilled that she could be here today to
talk to our audience. So I’m not going to take any more .of your time Sasha so dive
right in Alright hi everybody I am Sasha, thank
you Sandy so much for having me on I’m really excited to do this, I’m actually
in Warsaw, Poland right now working remotely on vacation, but I really wanted
to make sure that I talked and you guys and tell you about public relations. I
think it’s a field that so many entrepreneurs are a little bit scared
about but I will go over some basics that hopefully cure any fears that you
may have about talking to the media and getting yourselves some publicity. I
just want to say hello here but I’m going to turn off the video, and then you
will see.
If you’ve got any questions you can type in your
question, Sasha will answer them at the end we’re gonna read out all the
questions so feel free just to type in anything on your question box and your
control panel, and we’ll read them out at the end.
Great so let me just tell you a
quick bio of who I am; so I’ve been doing PR for about five years now
but I started it originally as a journalist when I was 16, I founded a
magazine then I got a masters in journalism at NYU, and had this dream of
becoming a journalist. But then 2008 came and newspapers were
cutting budgets, I only lasted a year at newspapers, and then I switched and
started a co-working space one of the first co-working spaces in the country
actually, and became its marketing and PR director. And I really liked the PR side
of things so from then after running that for a couple years
I left it to my co-founder and started I do PR because I fell in love with the
wedding industry, and really saw the need to help you guys out and connect with
all the wedding blogs that have increased exponentially in numbers since
that date, and all the magazines and TV shows out there. Here’s a
fun slide from Richard Branson, that I found publicity is
absolutely critical. S good PR story’s infinitely more effective than a front
page ad, and I really think it’s true. This is a few companies that I’ve worked
with, AllSeated has been one of them and been a really great experience working
with Sandy. I wanted to help you guys understand the key difference there is
between PR, journalism, and advertising. I think it is one of the most confusing
aspects of what PR actually is so let’s start with some basic definitions; so PR
is the method by which a brand, whether it’s a small business like yours or
let’s say a museum, or even the White House, convinces the media to write or
air a positive story about them. PR is different than advertising mainly
because it is free you are not paying the media to write a story about you, and
it is different from journalism because you are not the one writing the story
yourself and you can’t dictate what is being written or featured about you, so
you have to let go some of the control which can be a little little difficult
for some and today.
I wanted to go over three sort of key steps to getting
published, we’re going to talk about defining your roles, we’re gonna talk
about gathering your weapons, and then actually pitching to the media.
So let’s start with defining your goals, this is something that I make all my new
clients do because oftentimes the goal is: I just want to be famous I want my
business to be in every magazine on the newsstand. That goal is quite great but
it’s hard to accomplish and it’s just not very strategic, so let’s get a little
bit more strategic, this is what publicity and getting it can actually do
for you, so I think once you understand that you then you can define what the
goals of your publicity plan would be, so it can definitely help widen your reach
more people will get to know about your business, it can build your brand
reputation so more people will basically respect your brand, it can help you with
your sales funnel more people will come and pay you money, it can help you raise
money if you’re in sort of fundraising mode, and it can help you position you as
an expert which you as the person who runs the company, and that way you
can transcend your product or service that you currently offer and actually
expand to possibly other businesses. So with that in mind I’m going to
make you guys do a little exercise, so if you have a pen and paper or you’re in
front of the computer, write down what your three top marketing goals are
for this upcoming year, let’s say from now until next summer since you’re in
the busy season, take 20 seconds to do this, just whatever the first three
things that come to mind I’m going to wait here. Okay so I hope you got your three top marketing goals that is something that
we will now be able to convert into an actual publicity plan, but I want you to
write down two things that we don’t have time to do right now, but
when you have some time later tonight or this weekend let’s say, please answer
these two questions for yourself and actually do write them down, given your
marketing goals who do you think you need to reach to accomplish them, who is
the target audience is basically what you’re thinking about there,
and the second question is which publications reach this audience. Yes we
all would like to be everywhere on the front page of the New York Times would
be great, but if the New York Times isn’t reaching your target customers
it’s a big waste of time to be on there. So that’s your homework now before
pitching to the media and trying to connect with journalists, it’s very
important to understand what types of content is actually being published,
especially in the wedding in event space. So I’m going to go over these quickly
and I put them in order of increasing difficulty, and by difficulty
I mean increasing difficulty of getting a feature like that, so the first and
most common thing as you all I’m sure know is real weddings. There are a million
blogs that publish real weddings every day several times a day because they’ve
been so many, however it is pretty easy as I’m sure you know
to get lost in the shuffle, so unless you’re publishing and getting these real
wedding features all the time it’s a little bit hard to make them convert
into actual traffic to your business or service. The second one
that’s also very common and getting more and more common in the last couple years
is; I call them tips, they’re those articles that you see on Brides, Martha
Stewart, where it’s a story that’s written by one of their staff members or
a freelancer, and they on a topic like six ways to get a magazine worthy
wedding where they quote several people, several planners, and other photographers,
other experts on the subject, so what you get there is a brief mention of your
company that’s usually linked although, not always to your, you sort of can provide a quick tip there and get a feature that way.
Product page, you have all seen these, they are published in almost every
bridal magazine, there’s sometimes on blogs as well, and typically for those if
you are a product company you either provide an image to the journalists that
they use, or you you send them a physical sample of your product. Second one
somewhat similar to the product page is fashion spreads, those are a
little bit, we’re getting to the point where it’s a little bit more difficult
to get them than say a real wedding, and for fashion spreads it’s usually
shot on a model, so you if you have jewelry or dress or accessories or
whatever your shipping them it’s a little bit of a back-and-forth process,
it just cost you a little bit of money for the shipping and handling and all
that but it is a great feature, it looks really great because the stylists that work
at magazines are usually pretty professional so it can be a nice
thing to get if you’re in fashion. Guest columns this is my favorite, you see
Sandy’s face over there down there there’s a special
event magazine feature that we got, so I love guest columns and I think so many
business owners have no idea that this is such a great opportunity, so I wanted
to share that with you. Guest columns are the one time that you yourself get to
write the content and it does get published, so the way these work is you
typically connect with an editor of a magazine that publishes articles, you tell them about
yourself and you ask them if they’d be interested, and you propose a couple of
ideas so you don’t really need to write the article firs,t which is great you can
kind of shop it around if they like the idea they ask you for a draft, then you
write the post and typically here if you’re a pretty decent writer
they will get approved. That’s my favorite thing because it has your name,
you can see Sandy’s name on this article, it’s a great way to position yourself as
an expert as well, so all in all a really really a great thing. Not everybody
publishes guest columns but a lot of places do so look out for those. Trend
stories, trend stories are every journalists favorite thing, to write a
trend story is something when you spot a trend so pretty self-explanatory, this
one for example it’s tech savvy planning I think this is from Bridal Guide
magazine and AllSeated is actually on there but so are several other wedding
technology companies. So with these usually you get as a company, you
get sort of as a smaller mention in the article, but these articles are very much
beloved by readers and journalists so are really great to get as well, if you
ever see a trend spot one because you guys are on the ground, editors are not.
They’re sitting in their glass offices in New York they don’t actually always
know what’s going on, so if you happen to see a trend that is a great opportunity to pitch that idea to a journalist, but the
thing you’re giving up is a little bit of — you can’t be super selfish because a
trend article is by definition going to mention several other companies and
potentially your competitors or companies like yours, so if you are ok
with that and you should be, I think there’s enough fish in the sea for everybody, you’ll be able to convince them that
this is an actual trend. There’s a bunch of companies doing this thing and it’s worth writing about. Company features are the
next thing, this is one of the hardest things to get out there but if you do
it’s you’re doing something right, so a company feature is basically
an article dedicated to you and you alone, and by you I mean your company,
they usually work in two instances, one when you’re a brand-new company and
you’re launching something super innovative and it’s very exciting and
the journalist wants to write about the launch of this new brand/new
concept. Or if you’re already an established brand that you’re
launching something amazing, so this example this is a bride story this
is from when I was working with Wedington Way and they they were selling
bridesmaid dresses online and then they decided to launch their own line of
bridesmaid dresses that they designed, so because they were already a well-known
company, because bridesmaid dresses are a hot topic always, and they
were launching their own line, and the images were great, that’s why we were
able to get several features like this, one that just focused on them and their
news.
Amd then the last the top most difficult thing to get is an interview, this is very simple or to a company feature but it
can be a TV interview like this example, here this is Joan was the founder of
the batch, or it can be a Q&A you know full-page Q&A that you
sometimes see with with influencers in the industry published in in magazines
like the Knot and Brides, everybody wants one of those and that is why they’re
very difficult to get. Typically if you’re a newbie in the space I wouldn’t
count on it, but a couple years down the road if you’re establishing and really
sort of putting yourself out there, editors would be interested to talk to
you. So now you’ve learned about all the content that exists out there so keep it
in mind as we now go into the next section where we’re gonna figure out
what your weapons are, and I do love this Benjamin Franklin quote, apparently he knew about PR back and day so we’re gonna do another quick exercise: you can write
it down and do it later because I don’t want to take up too much time here, but
this is the main question you’re answering. What do you know more about
than anyone else, I think one of the helpful ways to answer this question is
imagine you have a 14 year old niece and you need to explain to her what it is
that you do, or let’s say you have a new intern and you need to spend two days
explaining everything that you know and putting it that into their heads, so this
is what I want you to do write down literally everything; this is my
example that I just did today and these are things that I know a lot about
related to what we’re doing right now. Wedding PR, I know how to partner
with companies to teach PR skills, I know how to be a
serial female entrepreneur, how to write and can publish a book, I know
how to start a company in New York, and I know how to work remotely from faraway
countries like Poland without upsetting my clients. Lots of random things
that I know about but all of these things I can convert into a story idea
which is what we’ll get into after, so jot down a couple now and then keep
thinking about that, and every time you sort of take a step back when you do this because you’ve been doing your work for a
while you sometimes forget all the things that you know about,
so digging them out, this is what I’d like you to do once you do,
that you will have kind of a storage of of potential ideas that you
can pitch to the media. So here are some pitching do’s, and then we’ll talk
about pitching don’ts, so a pitch is something that you send by email to
a reporter or an editor that is not usually a press release, it is a short
paragraph where you describe who you are and a story idea that you’re
proposing, it literally could be a paragraph long it does not do need to be
a huge document which I think a lot of people get confused about, so here are
some kind of ways to think about that. One of the things you need to do is
offer true value, if you’re approaching the media and you’re saying: write about
me because I’m awesome. Nobody cares right, there are so many
companies out there, even in our industry which is small but big at the same time,
that you need to write something interesting because the ultimate job of
the reporter or editor is to sell a story to their readers right, they have a
readership that’s very specific and they need to provide them with engaging
content, so always think about sort of the reader at the end of the day because
that’s who you’re talking to in a way through the reporter
that you’re pitching to. So do offer good value in your story idea, keep it short
as I mentioned paragraph is usually plenty, do not send attachments if this
is your first time contacting a reporter and it’s not something
they asked you to send images, don’t send any images don’t
attach any documents, attachments are the most hated thing the journalists do and
they typically just end up in junk mail, so don’t make that mistake.
Become a helpful source, so when I say source what I mean by that is if you are
pitching one story that’s great, but if you’re able to establish a relationship
with a reporter so that the reporter comes back to you over and over and over
that is going to be much more valuable, over the years of working with them
you’re going to get a lot more press that way and you’re going to be seen as
an expert by the media a lot quicker, so sometimes becoming a source means not
talking about yourself it is providing other valuable
information, for example there’s a reporter I work with New York Times
right, it’s the New York Times so of course she’s important to me and yes I’m a
publicist but ultimately she calls me for you know the randomest things, she
just knows that I’m a resource that I’m always going to be helpful
to her, that I’m gonna do the most I can to connect her with the
information that she needs, or the people she’s looking for, or whatever ,if you can
become that person it’s going to pay tenfold.
And then the last pitching must,
not you’re gonna do a must, is make this easy for them, you have to give them
all the information that they sort of need, but quickly, so don’t leave
out your contact information don’t include a link to what your website is
so they don’t have to go and search for it, make sure there’s your phone
number in case they need to call, it’s probably doesn’t happen
super often but it can explain to them very briefly what your company does
so that the end of the day they don’t have that many questions, and if they are
interested in what you’re proposing they will contact you and they will ask more
information, but you don’t want them to be scratching their heads and
dismissing you because they just didn’t understand, so make it super easy for
them. Now here are a few things that I would
like for you to please never do because it’s going to hurt you, so never be
demanding; journalists are humans just like the rest of us they’re also very
very busy humans, they get a tremendous amounts of emails like in the hundreds, you thought you got a lot right, and they
don’t really have to write about you right? They’re kind of doing you a favor
in a way, so don’t be demanding and don’t don’t expect them to go out of their way
to do things for you, be helpful be nice. Don’t make mistakes, you know don’t
make spelling mistakes it just makes you look sort of stupid so
don’t do that, they are writers to make sure you’re not misspelling things and
just double-check everything before you send it off. Don’t call them, nothing,
there’s literally nothing that reporters reporters hate more than people
calling them, and the reason why is because they can’t quite tell who you
are from a phone call, when they’re at the privacy of their office and you
send them an email they have the time to look it up and make sure you’re legit
and that your company is what it is. When you call them you’re just a
voice on the phone and they they can’t quite hear you, they
can’t understand how to spell your company name or what it is, you’re
taking up time from them writing their articles, they just don’t
like it, so don’t do it. Don’t forget to follow up, there’s nothing more important
in working with the media than following up with them, remember when I mentioned
the several hundred emails they get every day? There’s a high
probability they will miss yours, it happens all the time, it happens to me
daily, don’t take it personally but do follow up. So typically I recommend
following up twice and no more, I would suggest taking maybe a week for the
first follow up, and then another week for the second, if you’ve written the
ones followed up twice and never heard back stop, don’t become a nuisance, they’re not interested in your story,
don’t take it personally, there’s nothing about you that they
didn’t like they’re just not interested in your story at this time.
And then the last and most hated thing the reporters have when dealing with business owners
is when they respond to you and they’re interested and they want more
information and you respond too slowly or don’t respond at all, reporters work
on deadlines they often need things like yesterday because that’s just how their
life is, so being quick will help you. They can go to lots of other sources
besides you, let’s say you’re a planner, there’s other planners that they could
probably go to, so the quicker you are the more responsive and the more
thorough, the better your chances that you will be able to get a press
feature.
And then I have a couple of other tips; so subject lines is something
that a lot of people ask me about, I would say that for subject lines and
your emails to make sure that the reporters see your email and don’t
dismiss it as some salesy thing there’s a couple of things: definitely keep it
short 5 to 7 words is typical, you can also try something like story idea, is
another you know you can say story idea and then what it is briefly in a couple
of words, and then another one that I use another little trick is to mention their
publication name so you can say you know: story idea on wedding tech for bridal
guide. There’s something psychological that happens when people see
their own name or the name of their publication, so you can try
those.
Now PR takes time magazines usually take six months to
publish content, so right now it’s July that means they’re working on their issues that are gonna come out in December, so keep that in
mind when you’re pitching, if you’re pitching a magazine now, a
print magazine, and you’re pitching them a summer story they’re not interested in
summer stories because their head is already in the winter, so do keep that in
mind. In terms of blogs, their timelines run from I would say a couple weeks to a
couple months, if you’re looking to target those it is a quicker
turnaround and right now you can still get away with with pitching
them a story that’s related to summer, but you can also talk
about fall because they’re starting to plan those out in advance. Newspapers and TV news programs are very quick they make decisions almost on the spot, I
still recommend pitching them a couple of weeks in advance especially if you
have like let’s say an event coming up, so I was doing a styled shoot in San
Francisco last month with a bunch of great wedding tech companies, and we had
a local TV station come out for it and I pitched him a couple weeks before the
event then they came out, but with the TV news things always happen you know as
they happen, because it’s live so I remember we had the president kept
talking longer than he was supposed to and he almost made us not have our
little feature that were supposed to have, but then luckily he ended just in
time and we got a couple of minutes feature on there, so whenever you’re
pitching do keep in mind the timing of of different media sources. Once you do
get a press feature one of the most common mistakes that business owners
make is not doing enough with it, now while for us features will get you a lot
of eyeballs, they’re not a sales tool, they’re not meant to bring
you people immediately at that second to your door right, that’s not exactly how
everybody reads the news. So your job is to take that press
feature that you got and kind of promote it yourself as much as possible, because
that is going to help you with your sales, one of the most obvious things to
do with your press features to put it on social media of course Instagram
Facebook or whatever it is that you use that you’re finding most helpful, I also
highly recommend adding a little kind of see in in badges to your homepage if you
have a couple of them, you know don’t don’t do it when you only have one
feature let’s say, but if when you have three or four that’s plenty to add to
your homepage and you will see the difference. There’s something about
getting press that makes potential clients trust you more, they basically
thinkl well yeah you know they’ve been the New York Times they must be good.
It’s the psychological trick that the media has which is why you should be
going after it, so put it out there, don’t hide it make sure that people know. The
third thing you can do is add an actual press page,
once again once you have several features in your back pocket add a
little press page and keep it updated, and don’t have things that are you
know 2 years old and nothing new since then, do keep it up to date.
You can definitely put it on your blog, it’s great for SEO, you can link it to
the magazine and that’s really great kind of thing to add to your blog
if you’re if you’re scratching head. I like the idea of adding something
to your email signature especially a recent feature, I actually see that New
York Times reported that I mentioned she always has an article at the end of her
email signature, her latest article and it always changes so whenever if she
sends an email to anybody, and I’m sure you guys send a ton of emails to people,
people can see that I have my book that I published last month on there now, and
it’s great it really that makes it more visible. And then a couple things, if you meet with a client in person, I’m sure most of you do,
given you’re in the wedding industry, if press features agree to add to your
portfolio, I’ve had a photographer client awhile back when I actually just started
“I Do PR” and once we got them a lot of coverage they added all of it, they sort
of printed it out and made a nice portfolio book ,and every time they met
with clients they told me it had such a tremendous effect, there’s nothing brides love more than attention right, that’s that’s how
bridezillas are created, and when they see another bride in a
magazine they just go wild, they really sort of want you know to imagine
themselves being published in a magazine, so it really helps with converting
clients. And then the same effect if you have an office and if you happen to have
an empty wall, create a little office you know decor out of the press features that you get, you can print them out yourself, you can use actually you
know actual cutouts if it’s a newspaper or magazine feature, but I’m
sure you can make it look nice so do that. Now this is the Bill Gates quote, of course it’s not going to be down to the last dollar anytime soon I’m
pretty sure, and I wanted to end with giving you guys a bunch of resources, so
do write these down because I think they’re going to be helpful. So here
I’m sure some of you know this some of you don’t,
it’s stands for help the reporter out, it is a free website and sort of
subscription service where journalists send queries for articles you know
articles they’re writing they’re looking for sources, you can choose one for lifestyle or business there’s nothing
specific for weddings but the lifestyle section is usually where wedding related
stories end up. The second resource is Media Bistro, I’ve been there
for a few years and I think it could be helpful, it’s fifty five bucks a year so
not a big investment and they they publish editorial
calendars and mass heads, that’s the page of you know with listing all the staff
of the magazine, they have other helpful resources on there if you’re pitching
it’s mostly for kind of bigger magazines those are sometimes the hardest to hit.
PR Web is the third resource, so it’s a news wire agency for publishing press
releases on the web, they start at $99 a release and go up from there, I can talk
about press releases separately if anybody has a questions, you don’t need
one often you need one on very special occasions, but when you do I would
definitely recommend using a wire agency to put it out there. And then the fourth
I’m gonna be a little bit selfish now, it’s Wedding PR Insider, is it’s our blog
on IWR and a little newsletter that I send with PR tips, events, such as this
one and then we have published interviews I do with editors, the next one we just
had came from this editor of Glamour it’s about weddings,
and then next we’re going to have Carrie who is editor of Harper’s Bazaar and
writes about weddings and travel so those are great because they give good
tips on how to pitch them, and to look out, and then the other interview feature
that I do is with people in the wedding industry, influencers that have done
really well with PR, and I sort of asked them how they did it, so it’s a great
resource to kind of help learn how to steal tricks from them, and then
as I mentioned from the very beginning and I did I think quickly as well, that I just
published a book I’m super excited about it and it’s now on Amazon and has great
reviews, so it’s getting really good reputation out there which is making me
happy. It’s the only book on wedding PR, it’s very easy to read it’s gonna take
you no more than an hour, hour and a half, and it goes more in-depth into
everything I just talked about. Its nine bucks I think it’s like the best
investment in PR out there, it’s certainly much cheaper than hiring a
publicist, so do check it out on Amazon called “Marry the Media”.
And then one more resource, and then I’m gonna open it up to questions, so on my
website which is IDoPR.com I just recently, along with the book,
launched other PR tools and the couple that I would recommend for when
you’re just starting out is a media database, media database has over 100
names and email addresses and phone numbers and all that of all the top most
important reporters in the wedding industry, from bloggers, to print, to radio,
TV so if you don’t want to spend weeks of your life gathering all that I
would recommend that as a great resource. And the other two that have been really
popular are, one is a guide to email pitching, so I talked a little bit about
how to pitch and then this one I go way deep into it and there’s examples like
examples of how I’ve pitched different types of stories and what the press
features were that resulted from them, so you can kind of really understand how
they’re done and it’s the thing that all publicists keep the most secret and I
just don’t care, I’m very open so I wanted to to create, I think that will
help you guys figure that out how to do pitching. And then the last
that’s been very popular is this pure insider membership, so it’s basically
whenever I get queries from journalists looking for sources in the wedding
industry to quote for their stories as a member, you basically get those and you
can send your tips or images or whatever the reporter is
looking for to them directly, so that’s that, and today only because they’ll see
it and they love them and they love you guys I wanted to do this 15% off with
the code AllSeated, so do get that if you’re interested, and
then last but not least don’t be afraid to put yourself out there, the media is
not as scary as they sometimes seem they are very nice especially in the wedding
industry, that’s why I work in it. All the journalists are young
women often single overworked, but they’re very sweet and they’re always
looking for great story ideas and they need you guys just as much as you need
them, trust me on it, so now I’m happy to ask for a couple of questions.
Okay Sasha thanks very very much it was a lot of detail and has been recorded
and will be available on the YouTube channel later on today, the AllSeated
YouTube channel, so some of the slides will be available and the
whole recording, so we’ve got a couple of questions and–by the way Sasha will
send out the link to all of you through an email later on, also today or
tomorrow with her special offer of where you can buy — is it for the book Sasha
it’s the 15% for the book?
It’s actually, no it’s actually for all the products.
For all the products amazing, so Sasha will put all that information
in an email that we’ll send out to all of you later on today. Okay so one of the
questions we have here is from Sara: how do you recommend pitching the venues, we
are a historic venue built in the 20s. Ooh, well that’s interesting already.
So venues are published a lot, if you’re doing anything new, any renovation of the space, I don’t know if your venue is somewhat new in terms
of being an actual wedding venue or not, but if you’re doing anything, any
renovation I would definitely contact the reporters, they’re always looking to
put out articles on different areas of the US or
abroad, and they’re always looking for sort of what the news
are in the venues, so do put that out there, of course work closely with the
photographers and planners, you make sure that you have great images
and that they are submitting real wedding features as well, because though
there’s a ton of those and it sounds like your venue is quite beautiful, so
use that to your biggest advantage, and then also think about in
the exercise that I made you guys do earlier think about other things that
you know whether it’s your geographical area whether it’s something like you
know the quirks of of having a wedding in the historic venue you know
because I’m sure there are, if it’s not a brand new space, there’s
pluses and minuses to that so that could be an interesting story where you can
add perspective and sort of expertise on that, so I would say those are the the
three things I’d recommend.
Okay great we’ve got a question here from Julie: do
you have any experience with Two Bright Lights for blog placements? Yes and Two
Bright Lights is a great resource, they don’t work too much with print magazines
but they are a great, easy, cheap way to get featured on blogs, so if blogs is
what you want definitely do that, but in addition if you do want print, and I’m
sure you do, do that separately, do that on your own, contact the real
weddings editor of the magazine that’s targeting your your audience, but
Two Bright Lights I have nothing bad to say about them.
Deborah is asking: how to pitch wedding planning seminars for brides.
Oh that’s you know I’ve been hearing I would say in the past year, I feel like there’s a
lot of planners going in this direction which is very interesting, so if you are
targeting brides you’re in a way no different than just a planner, even
without seminars targeting brides, so figure out who your target
audience is first right, I’m sure that it’s a very specific bride
whether it’s that bride is limited by the geography where you’re
teaching, or if they’re online, it’s a type of
person that would be interested in – not not every bride would be
– right so probably Grace Ormonde wedding style is not the
publication you should be doing anything with because it’s not going to be the
bride that wants a seminar, so kind of really narrow down who it is
and then I would go with angle of position yourself as an expert right,
because that’s the bride’s need to trust that you know what you’re doing and that
they’re not gonna sign up for a seminar and just get tips that they could have
gotten themselves. So I think the more you put yourself out there as an expert through the tips and guest blog columns
that I showed you earlier, the better off you’ll be.
Okay I think we’ll take one more because it’s getting a little late, and we don’t want to keep everybody here,
however we had a lot of questions Sasha so maybe they can contact you through an
info email or something that, they could be more in direct contact with you, but I
will go with you.
Sure yeah. Let’s put that in the email but you guys are welcome to send me any questions
whatsoever, it’s [email protected] so feel free, and I do my best, I’m traveling
over the next week through Poland but I’ll do my best to answer anything.
Okay so we’ll end with this last question here: I work at
a not well-known Hotel in San Diego area that has a new wedding space, currently
no weddings are booked what do you recommend is the first step to getting our name
out there?
So I guess that’s a — San Diego’s a beautiful place and it
does get written about, so two things; if you are targeting local
brides more than destination brides there’s a wedding magazine in your area,
Exquisite Weddings it’s called, so contact them, make sure invite them out
to your venues so they can see it, I’ve worked with them in
the past a great woman who worked there — sorry I’m losing my voice — so I would I
would stay local, don’t worry about national media so much, stay local make
sure you have some beautiful imagery because they’re gonna want that, I
just worked with a venue in San Francisco and they just opened and
there’s lots of venues in San Francisco of course, but they have a pretty cool
one and so we invited a bunch of vendors some of the best vendors in the Bay
Area, and we did a style shoot, you know the story I was telling about the
newscaster and the president, so that’s what helped the venue, it
helped the photographer because it gave him you know great new material to work
with, and we’re doing lots of PR around that,
so if you can kind of invite people into your space the more you do then the more
it’ll help, and do invite the journalists to check it out.
Okay great so apologies if everybody didn’t get all their questions answered, but [email protected] is available and she’d be happy to answer you directly while she’s
traveling, and she’s very very approachable so thank you Sasha.
It was a great and informative presentation, I think everybody probably
gained a lot out of this and we’re gonna let everybody get back to your day or
your evening wherever you are, and really want to just say bye bye there, along with Sasha.
Thank you so much Sandy for hosting.
My pleasure really have a great day okay everyone take care bye bye

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