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hello wannabe PR bosses its Joe Jones here it's great to have you on my channel for my first ever broadcast thank you for being here sorry if I stumble I'm a little bit nervous because um I'm here in this mini workshop to help you on your path to success to becoming your own PR and brand building machine for your business I'm gonna be in it with you I'm gonna be holding your hand and I'm gonna put you on the right path to success and give you lots of actionable takeaways that you can put into practice at the end of this video please don't worry about taking notes or anything quite as mundane and boring as that because I have transcribed everything that I'm going to tell you now and it's available for you to download on my website Beauty be Co forward slash workshops so be sure to go there after you've watched this film download all of the notes so you can put everything we talked about into action quickly touch on what PR is and why you need it in your business so a lot of people quite vague about PR they tend to shove it in the advertising category which is incredibly unfair because we don't get anywhere near the budgets that advertising agencies get to work with and also done well PR can be worth so much more than paid for advertising because there's nothing more powerful than an endorsement from someone that you trust still though people find it hard to really define what it is because I've been working in PR now for two decades and still my family think that I work either in advertising or I work in a finance department because my title wherever I've worked has always been with the word account attached to it they were Account Executive Account Manager an Account Director so I think they think I do actually work in an Accounts Department at some advertising agency which I don't um I think Jeff Bezos puts it quite succinctly without being reductive to the power that PR has he says that PR is what you say about people when they're not in the room and I really think that sort of surmises it quite nicely PR is basically your reputation it's what people think about you it's what they believe about you it's what they believe they know about you and reputation is important because reputation builds trust it builds loyalty it drives sales and it's what you fall back on in terms if you find yourself in a situation where you're dealing with a crisis we call it crisis management in PR it's basically when you find yourself in a situation where you're getting bad press you're getting maybe some disgruntled customers taking to social platforms and creating negative conversations or you know maybe have a product recall or there's something that's gone wrong with your supply chain at that point when you're dealing with those kind of crisis is within your business PR and reputation and good reputation are really important because you get to fall back on that reputation and to use it to sort of get yourself out of the crisis that you find yourself in so reputation is absolutely first-class valuable so why do you need Pierre um you work in beauty beauty is incredibly busy it's very noisy is very cluttered it's saturated with new brands new products new lines new services new categories launching every single day it's a very very busy marketplace and standing out can be incredibly challenging even if you've got the best product in the world that you a hundred percent believe can change people's lives getting them to know about it is a challenge because you've got to cut through all of the other noise and all of the other clutter that every other brand is making beauty's also are very robust business because even in terms of things like economic uncertainty I mean I don't want to say brexit but oh but times like that when people were worried about things like buying houses because they don't know what the landscape is going to be like in a couple of years time when people are facing maybe redundancies or job losses or a slightly worried about what the future holds they will pull back or we will pull back on spending such as holidays maybe the amount of times that we go out maybe things like buying new clothes maybe we'll cut back on I don't know all those kind of luxuries like taxis and stuff that we would usually take but the things that we won't cut back on men regular haircuts shaving women things like get it maybe get your roots done buying the makeup and the skincare that you love you will forego all of those other luxuries before that you will forego though so because of the robustness of beauty and because of the fact that it's so I guess recession proof as a lot of people like to say everyone wants a bite or their it used to be that we would be approached by experts and brand owners setting up their own brands which is very much still the case but now it's the money men it's the private equity companies it's the big venture capitalist firms who really understand the power that beauty has they really understand its superpowers when it comes to generating income and you know making then lots of money so everyone is suddenly wanting to get in on beauty which means more brands more services more more more more MORE so standing out becomes even more of a challenge the global cosmetics industry at the moment is worth five hundred and thirty billion dollars and it's gonna grow to eight hundred and sixty three billion dollars by 2024 so no wonder everyone wants a slice and actually what's really interesting I think is the services business the beauty services business because even though the high street is in decline which is incredibly sad and you know brands like Debenhams are facing going into receivership M&S the closing loads of stores everywhere you go it seems to be doom and gloom on the high street beauty is thriving on the high street nail bars be I'm thinking specifically of beauty services like now bars hair salons let's see what my stat was last year oh this is quite amazing that in 2018 beauty services and the beauty services industry was the second biggest growing industry in the UK I mean crazy right in this time of decline and doom and gloom Beauty just blooms and Fries so it's no wonder that everyone wants a piece of that action great thing also about PR is that you don't need to have a huge budget to stand out obviously there are lots of brands out there there's lots of those legacy brands l'oréal's the Estee Lauder's and whatnot who do have big budgets and can engage with influencers to create sponsored content they can do events they can be really creative with their thinking because they have the money behind them to actually execute things in a really elegant and impactful way but if you don't have that budget you just have to be creative you have to be creative and you have to be clever and that's where I can help but before you even start on that pathway of PR and picking up the phone speaking to a journalist or reaching out and DMing and influencer or whatever it is that you decide that you want to do in due course you have to go back to the very basics of your brand I'm gonna give you three steps that you need to take in order to get to the point where we can start talking and thinking about PR and how we can drive awareness drive visibility make your brand stand out and all of those things that we know that PR can achieve for you um the first thing you really absolutely must do is define what your brand's USP is USP unique selling point a marketing term there's a lot of three-letter acronyms in marketing I'll try and explain them to you rather than just dropping them in and not being like I'm steel um anyway your USP is what makes you you but also what makes you good brilliant different standout what makes you you know unique um to everything else on the market obviously that's really difficult to think about where in terms of you know the volume of what people were saying and you know there's so much noise noise noise but that's where you just need to distill it into you go back to remembering why you set up your business in the first place no one will be more passionate about your business and your brand then you are no one will know as much about your brand as you are but what I see a lot of with brands they really overcomplicate their messaging they really don't keep it as short and sharp as concise as they need to get it they kind of tend to tell more stories when talking about their brands or positioning their brands to people for the first time and honestly people just don't have the time or the patience for that today they really don't they need to get you they need to understand you and they need to know that very very quickly or you'll lose their attention so the important thing to think about when sort of distilling your brand is to really think about the why right why you do what you do and why should anyone else care about it there's this incredible incredible TED talk the I discovered a couple of years ago and thought oh my god I've discovered I'm the first person to discover this and obviously there was a million other people that had discovered it at the same time listened had a million views but now I think it's on something ridiculous like 25 million views and you really should look it up I'll put it in my download as well so that you know where to look but it's by a guy called simon Sinek si and okay and it is an incredible journey to take you on to really understanding your USP and really help defining what that is and what message you want to give to the world so the things that I'd sort of really asked you to think about is things like why are you so great why should people care what do you believe in what are your core values and what's your profit but your promise to your customer what can they expect from you and another way to think about it as well because as human beings we tend to think things through as a kind of problem solving solutions so really think about what problem you're solving and I don't mean that in a negative way I mean that in a just in a way to get your message of course really quickly so say for instance you're creating a brand that is a teeth-whitening brand you know the problem that you're solving is that you're brightening you know you'll make it people's smiles brighter you're solving a problem of disk and that if you're not putting it out there you're basically saying your message could be making your smile shine like the star that you are or something like that I mean that's a bit cheesy but yeah they'll give you an idea I've also got put together some other brands that I think do a really good job of communicating what their us peers one of them is a client that I've been I've worked with for quite a long time who I think is the queen of the message and that's Charlotte Tilbury you know but when Charlotte launched it was all about decoding the art of makeup most of us my makeup a complete mystery and don't know how to when I shadow or put it on with and how we put on foundation probably all of those things decoding the art of makeup that was one of her key messages easy to use easy to choose amazing give the girl the right makeup and she can conquer the world I mean that tells you all you need to know about that brand right there fenty great proposition theirs is very simple beauty for all it's an incredibly inclusive brand it has a very strong inclusive brand positioning beauty for all three words says everything you need to know about that brand um a good one as well I think that's actually really stuck that stood the test of time and he's an incredible God well over 10 15 years is L'Oreal because you're worth it the good thing about that which I absolutely love is that it hasn't got old it doesn't feel tired it doesn't feel like it needs renewing I mean whoever came up with it isn't absolute genius um and also it puts the customer right in the heart of all of their propositions because you are worth it it's not because we are worth it we L'Oreal the company it's you our customer you are worth it and you're our focus and I think that's really great glossier as well really good at really understanding and putting across their brand positioning and what they believe in a very succinct and fast way beauty in real life love it products inspired by people who use them they're all about the customer the community I mean so concisely but so brilliantly put skin first when they're talking about skin because you know what you put your skin first everything else is fine you know you look after your skin your makeup will look better we're a skin first brand I love that when they do talk about makeup it's makeup that lives with you not on you easy message six inked really easy to understand Body Shop doing no harm love your body empowering women all around the world what he shops actually quite an interesting one because they've taken a sort of a full circle so they've been owned by quite a few different companies and actually Damon eat who was my absolute hero when I was a kid and actually for quite a long time if you go back and look at some of the YouTube um films and interview archives that exists with her you'll see that she knew all of this stuff that's happening now because of social media and the way that the world is going she was doing it all 25 30 years ago quite incredible and the body shop have actually now in their I think their fourth acquirement you know the fourth time of being acquired by a different parent company and now going back to what I need to started with which i think is a really incredible sort of understanding of someone who really know it's what they're talking about so really take time to think about your brand USP sit there spend the time I promise you it will be time well spent because if you do that you can then use it as a path to build your PR or communications on it's really important so get that done okay so the second thing that you're gonna do is take a huge deep dive into who your target customer is if you know your target customer inside and out you will be able to create successful PR strategies that reach them there's no point in creating great campaigns if they're hitting people who aren't interested and who are never going to be interested in your message it's a complete waste of your time and it's a complete waste of your money know your customer and don't just know them by age or where they live or those kind of like generic stuff know who they are know what they believe in know what's important to them know where they spend their time know where they how they consume their media know how they live their day do they go to the gym do they commute do they have children do they have grandchildren do they hate television do they never pick up a magazine maybe they read a paper every week understand as much about them as you can because the more that you know about them and how they spend their time the more successful your PR campaign will be this is an absolute golden rule of all marketing and of all PR and communications everything starts with your customer I am blown away by the brands and businesses that make assumptions about their customers well you know they believe this they do this bla bla bla without asking them those assumptions will kill your business know your customer and stay in tune with them as well because people don't stay the same forever you know people change they evolve they move on different things matter to them but you need to know them and the best place to start and I think this is a really good tip is to go and speak to your existing customer which sounds weird right so I think if I'd said that some people that I say that to they were like well there's no point in that because we've already got them as a customer and they're a loyal customer so we don't need to know anything about them because we've got them already uh-uh totally wrong and bad attitude just they're a customer of yours already it doesn't mean that there are gonna be loyal to you forever it doesn't mean that they feel valued it doesn't mean that they will endorse you to their friends or family there could be lots of reasons that they keep coming to you it could be that it's convenience it could be that the price is is right for them they might not enjoy the experience at all they might not be instagramming or putting you on their social media because they don't want to support your business or there could be gems of information that they could give you about your business that you haven't thought about before from the customers perspective so go and talk to your existing customers ask them why they like you ask them why they spend their time with you versus x-brawn down the road or whatever you'll learn the most valuable pieces of information that you can then use to create your campaigns that will connect with people like them people that you know once they're through the door you can lock them in very important okay so my third and final tip for you today in this mini workshop is this know your business sounds weird right because no one knows your business better than you I mean know your beauty business you may be a nail salon a hair salon you may be a product company that deals with organic ingredients you may be a cosmetics company whatever you are you are not an aero business you are a beauty business you are not a tanning business you are a beauty business you need to know about the beauty world if you want beauty storytellers and beauty experts to support you and your business and deliver your message through their channels with Peale you need to know the beauty business you need to be connected to beauty as a whole so that means reading things like Beauty Inc which is part of WWD looking on business of fashion looking at the diary directory business of fashion by the way have a business of beauty section which is why I mention it read trade titles like hairdressers journal and scratch and all the ones that you know cosmetic business those kind of things again I will leave I will list them all all that suggested reading in my download notes that you can get from my website after you've finished watching this film but know your business because when we start talking about PR and building your PR campaigns we're gonna have to create stories around different elements of your business that we want message carriers that's what we call people like journalists and broadcasters and influencers we want them to tell they need stories that are relevant topical newsworthy if you don't know what's going on in beauty as a whole if you don't know that there's been some problem with an ingredient or some kind of packaging or whatever it is that's going on over there and you're pitching a story or trying to pitch a story to a journalist or an influencer that contains that ingredient or that is made of this plastic or whatever it is it's not good it's just not going to go anywhere again waste of time waste of your money know your business follow people who are the message carriers that you want to connect with and engage be part of their conversation immerse yourself be supportive say things when you think it's the right thing to say it's totally fine to do that but know what you're talking about and in order to know that you need to be informed so stay informed okay so let's just summarize over the three things that we've talked about today which are the three first steps that you need to take to get you on that path of becoming your own PR boss so the first one is find out dis still make it concise your USP your why what's your slogan why do you exist why should anyone care and really distill that message it could be that you've got three small bullet points of messages it could be that you've got two words it could be that you've got one word whatever it is sit there think about it think of that message that you can deliver really fast and effectively to your target audience number one number two know your audience go out speak to them speak to existing clients already ask loads of questions find out how they live their lives how they consume their media all of the things that we talked about earlier go out do that the insights that you will get from those conversations will be absolute gold for you when it comes to building your PR campaign and the third thing the last thing equally important is to know your business immersing yourself in the beauty business there are so many amazing channels and platforms that you can tune into that will keep you abreast of what is happening in your industry so make sure that you're part of that world and that you're connected to it so that's it for today that's my first ever youtube um beauty beat workshop fast and furious workshop um I will be downloading them on a regular basis I am aiming for every Friday hopefully I'll get in the meantime don't forget to subscribe so that you stay ahead of everything I'm uploading downloading or weather terminologies and remember to go over to my website be tobiko forward slash workshops to download all of the notes from today's meeting good luck with your actions get on with it you can do it you're well on your road to becoming a peer boss thank you don't forget to head over to my website Beauty beat Co forward slash free advice to download the transcript from today's film see you there