Getting the competitive edge

- through PR

“Luxury is invisible perfection”

Coco Chanel

Luxury handbagsEverything under

$15!

What is your client’s luxury?

Positioning your brand

Creating a campaign

• Competitor audit• Understand barriers/agree core messages• Agree your target market• Decide what you want PR to achieve

- and how you’re going to evaluate if it’s working

The story

• Make sure it really is a story• If you haven’t got one, create one

- research/surveys- hold an event- take ownership of a relevant event or occasion- start a campaign- make your luxury product exclusive

Social media – what is everyone doing?

• Find out what’s being said about you

• It’s more than Facebook and Twitter

• Works best when it’s part of an integrated campaign

What can you do that’s different?

• Invitation only networks

• Foursquare/Gowalla

• Bloggers/Social bookmarking

• Review sites

• Quora

Inspiring social media campaigns

• Catch-a-choo on Foursquare

• Louis Vuitton’s flagship store launch

• Generationbenz.com

How does SEO fit into PR campaigns?

• 74,000

• 386,000

• 60,000

• 75%

Getting ahead through media relations• It’s not just press trips

• Build relationships with key media

• Targeted story sell in

• Don’t get hung up on size

• Explore media partnerships

“Good photography makes the difference as to whether you get onto my pages or not.”

Maria SchollenbergerFinancial Times, How to Spend It

Will celebrities help you get ahead?

Brand partnerships

Case study “owning” a day – Tourism Ireland

• The story: Turning the London Eye Green on St Patrick’s Day 2010

• Celebrity: Mikey Graham, Boyzone• Social media: Spotify campaign to find the best St

Patrick’s Day playlist• SEO: link building moved Tourism Ireland from page 27

to page 1 on Google • Media relations: Video News Release • Coverage: worth £1.76 million (28% reach of affluent AB

audience)

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