Few Basics of Launching A Store/Restaurant - PRoint of View

 There is something said about beginnings: they are hopeful. When you open a new store or a restaurant, obviously you expect it to do well; you want it to and you have faith in it. But do you have faith in your PR professional who asks you to change the date of your opening because another event is colliding with it?

Press is a prerequisite for any launch. Any business needs people to know about it – you have opened a restaurant but no one knows you are in business or where you are located. What’s the point when your customers are oblivious? To incite good response from the media (so that they cover your launch and inform people about your store), you need to keep a few things in check.

Ready? Here is a check-list for you: 

·         Be aware of any other event in town on same date –Always, always make sure that there is no other event happening in town of your genre that could take the limelight away from your launch.

·         Place and time: It may seem like a simple or small detail but even the place and time could obstruct the success of your launch. Both the things should be according to the availability of the journalists you want to bring to your launch. Obviously, you can’t keep everyone happy so try to score majority of them.

·         Share the confirmed guest lists with journalists: In case a celebrity or socialites are going to make an appearance at the launch, make sure you let the media know beforehand so as to make the launch more appealing to them. Celebrity association wins brownie points as a thumb rule.

·         Press Kit is an unsaid rule: Keeping the press kit ready with photographs, press release and a CD is always a good call. Journalists appreciate if you are fast on your feet. Don’t miss out any opportunity of winning a story due to tardiness.

·         Prepare your client for media interaction: Media would want to talk to your client about his future plans and vision. There are things he should say and things he shouldn’t. Prepare him beforehand so that you can avoid blunders that day.

This is your pre-launch checklist. Now we proceed to the things you should keep in mind on the day of the launch.

                                                                                                   Image courtesy: Anita Dongre 

       Photographer is a must-must: You can’t hold a launch without hiring a professional photographer. He needs to be there all the while and capture the moments for media as well as you (but mostly for the media). No story is newsworthy without photographs – it is the first rule of journalism. And if you have a celebrity on board, photo-op is your best shot at getting the coverage!                                     

                                                                                           

Be punctual: Start the event on time. Nothing puts off the guests and journalists more than someone messing with their schedule. They have things to do, people!

No Street-like promotion: Avoid lame flyers and advertising leaflets for openings. This ruins the brand image. Rather hire a professional graphic designer to design your ads and copy.

Check, double check and recheck: Is your press kit ready and in hand? Is your celebrity here? Do you have a candle to light the lamp (or scissor to cut the ribbon)? Is AV set-up and functioning? Do you have power backup? If the answer is yes to all these questions, you may proceed.

Few Things PR People Must Know About Diwali

It has been a maddening month. Festive season is overwhelming for PR professionals; Diwali brings more jitters and anxious sweats than any other festival in the country. Apparently, the dynamics of the market change around this time and so does consumer perception. They will be looking at newspapers for products, searching the market for variety of things – we just need to make an impression around this time. Everyone wants to sell their clients (and thus their products); everyone wants to be the first one to reach out to their audience and last one to leave their minds. This is the time when sales can take any business to another level, not just financially but as a brand too. Hence, the PR professionals are between a rock and a hard place trying to live up to the expectations.

I have been thinking about a perfect blog topic for a long time (3 weeks to be precise) and this one hit like raging bullet. Now that Diwali is over, I would like to share a few observations that I made this year during the festive season.

Diwali isn’t a one day festival
The whole week is jam packed with one festival after the other starting with Dhanteras, followed by Choti Diwali, Diwali, Vishkarma Day, Bhai Dhoj. It may not seem that way but people celebrate all these days with as much enthusiasm as Diwali. You have between five to seven days to influence your public on different products and mindsets. Find interesting stories for each of these days; pitch them to different publications and see how much value it adds to your client’s product. Moreover, ad rates during this season shoot up like a rocket (pun intended). Consider how much profit you would be fetching your client if you can get a few stories this time around. Let him also know how happy you made his Diwali.

On a side note, remember that newspapers are not published a day after the festival because of reasons no one can fathom. As frustrating as it might be, it is a day lost for you. Planning any story a day after Diwali would be a waste of time – save yourself the trouble and heartache by keeping this in mind.

Shopping time of the year
As a buyer, Diwali is auspicious as well as profitable. With discounts and attractive offers on everything from shoes to designer clothes to designer jewelry and digital products, there is no better time for a consumer to shop than Diwali. Similarly, there is no better time for you to get your client out there. Also, it is also a foodie’s delight for the festival is associated with delectable food and sweets (Pakwaan to be precise) so it is a field day for restaurants as well. No, PR is not advertising; it is branding and such opportunities can get you ahead of your PR game.

Early Bird Catches the Worm
Magazines, in particular, work their socks off for Diwali issues starting 2-3 months in advance. It is a big chance for even the magazine to score and they make the most of it. In case you want your story in a magazine during Diwali, make sure you approach a journalist at least 3 months early. Then the ball is in their court - all you can do is wait and follow up. Even newspapers these days have themes and concepts around Diwali and you might need someone to let you in about the concept well in advance so that you can pitch your stories accordingly.   

We work; others don’t
The most important lesson you need to learn is that while you may be following up on a story or trying to get something covered, people usually don’t work around Diwali.

Your kids might have a full week off from school which should tell you something – it is holiday season in the country and mostly, people don’t work. Some states are completely shut (I’m looking at you Gujarat) for 10 full days which should put a comma in your work. It is probable that the journalists you contact may be on leave for a day, two or probably a week. You are working, they aren’t. So how do you get stories around Diwali? They will file their stories early and this means you have to be faster in contacting them. Plan your pitch emails at least 2 weeks before to stay in the game. Journalists will appreciate it. And this takes us to my next suggestion.

Call them to wish, not to pitch
Journalists hate it when you disturb them untimely. They hate it even more when you call them on their off days. Not all journalists might be on leave that day but it is a tit bit rude to pitch them a story on Diwali - don’t do that or you will get on their nerves. If it’s crucial, wish them politely; if he is in a joyous mood and doesn’t sound mad, talk business or else just drop a line in the end. It would be better if you let them be and enjoy your day!

That’s How Hermes Birkin Bagged It!

When a woman can wait 2-6 years for a bag, it is something worth talking about. Birkin bag is a superficial luxury item that most people don’t need but they still have it, others want it and the rest might spend their life’s saving to get it. It is a matter of pride, status, opulence and exclusivity. A brand doesn't come to this level in a day – it takes years to reach a point where people would kill for your product (metaphorically). For Hermes, it took much more than that – 6 generations to turn the tables in their favor.

The company was established in France in 1837 by Theirry Hermes. It may sound bizarre but the company produced harnesses initially and then expanded to horse’s saddles. It was much later, about 100 years down the line, that they produced their first handbag. The rest, as they say, is history.

So what do we learn about promotion and branding from Hermes? 

Picture courtesy: Ladyincharge.blogspot.in

The Story!
You don’t need much of promotion when you dedicate your bag to a mainstream actress. That’s what Hermes chief did. While he was on a flight to London, he was seated next to Jane Birkin, a popular English actress, who complained about not having a good travel bag. Next she knew, she was carrying a Hermes Birkin (named after her) which the chief presented to her 3 years later. The bag became an icon and now every girl has the secret desire to own one. 

Quality over Quantity
Birkin bags teach an invaluable lesson – focus on quality of your product. Each bag is hand sewn; no machines, no shortcuts. It takes up to 48 hours to make a bag and it is handcrafted. And then there is the fact that it is made of ostrich, crocodile, lizard and calf skin which totally justifies the cost of the product ($9000-$150,000). They arrive in Hermes boutiques in limited numbers and without a notification and automatically create exclusivity.  

Less is More
If you want to stay on the top of your game, create a scarcity and don’t let just about anyone get their hands on your product. A waiting period of up to 6 years is what made Hermes almost irresistible. People always want what they can’t have. In case of Hermes Birkin, it is the idea that “Why is it so special?” that made people curious. Then there is the fact that it is a rage in popular culture with celebrities, singers and hot shots of corporate world own these bags. It is a fashion that might never go out of fashion because of its “hard to get” approach. Oh, thrill of the chase!

Opulence is the key
People like to catch eyeballs and they do like to make a statement. With Birkin, you send the message, “I can afford it!” Hermes Birkin has created an air of elite around it – it is a status symbol, something that not everyone can meet the expense of. Once you have it in your arm, the world envies you, gives you respect and you get that nod and that smile saying “Ah, the Hermes…” On the contrary, you get frowned upon if you drop the bag or mistreat it.

Yes, everyone knows what a Hermes is. People take it very seriously.

Nothing trumps Hermes
People have tried, time and again, to create a replica of Hermes. Some have been successful and others failed. But the point is that it is worthy of an imitation. Those who can’t afford the real one buy an imitation. Nonetheless, there is just one Hermes and most people can tell the difference. Free of logos, it is still the most recognized bag in the fashion world. Carry a fake to any fashion event and the press will bury you! 

P.S.: Thanks Apeksha for all the support :)

Fashion Designing, Celebrities and More

Did you see the newspaper this morning? No, I’m not talking about Arvind Kejriwal or Robert Vadera. Drop the main paper and move to the supplement. It’s Wills Lifestyle India Fashion Week! One of the best Fashion Weeks in India, Wills India Fashion Week takes the cake every time - everything about it is spectacular, grand, and exemplary. The extravaganza is always star studded – celebrities, designers, stylists, models and everyone you can think of. So you get the drift why this is such a big deal for any designer. Earning a place there, displaying your collection and having a celebrity walk the ramp for you is the best thing that can happen to you. Or not.

Now that so much is being talked about the Wills Lifestyle India Fashion Week, let’s get into the PR angle.  Katrina Kaif or Shahrukh Khan walking on the ramp in your clothes or Ranbir Kapoor as a showstopper for your event can effectively make you a brand, a name people want to be associated with, a designer magazines want to feature on the front page probably. But what next? He walked on the ramp for you, it worked very well but you still need to make and sell clothes, isn’t’ it? 

It starts small. You work hard, design clothes, sometimes they get appreciated, sometimes they go unnoticed, sometimes they get featured in magazines and papers and other times they don’t. Your publicist will pitch stories to the media about your inspirations, your journey as a designer, what makes you and your designs special. The focus right now is making you a brand, promoting your work and getting you the publicity. When a celebrity wears your clothes to an event – awards, party, launches, screening, it is definitely grand: it gets you media, it helps promote you as a brand and people start paying more attention. However, it is not the long and short of it. You can’t chase after the celebs to get your foot in the fashion industry, quite the opposite actually. Firstly, a brand has to reach that level that a celebrity would wear your clothes and it involves hardcore public relations. The job of a designer is to concentrate on creating fashion. As your publicist will tell you, just work on your designs and rest he/she will take care of. 

Even after you score a celebrity to endorse your brand, you still need to come up with celeb-worthy designs, don’t you?

A brand has to make a mark in the world of fashion through its creativity and uniqueness. A well-known personality wearing your clothes can get you up there but your clothes need to shine with him. Imagine someone overpowering your clothes, outshining them completely and taking all the attention away. This is one of the disadvantages when a celebrity wears your clothes – his grandeur takes away from the clothes aura. 

A PR professional who gets these requests often would always suggest that there is a lot more to brand building. Undoubtedly that will position you as a celebrity fashion designer but unless the brand talks about its unique proposition, it will be just 15 minutes of fame.

Why does a new restaurant need PR?

A good start-up public relations campaign is arguably the most important part of your marketing plan and critical to the long term success of your business. Same goes for a new restaurant which is looking to make a mark in the food sector.

Food industry has changed since past so many years. Years back it was not that critical for a restaurant to publicise the way it is today. All that was needed was to open a restaurant, invite people to let them know you exist and rest was taken care through word of mouth. The situation is not the same in today’s competitive hospitality and food service sector.  With the technological advancements apart from the e-world, media is the word of mouth. 

In the last decade there has been explosion in the food media. There are food critics, renowned food bloggers, exclusive food shows and food channels & food apps to name a few. Every newspaper and magazine has food columns and there are also dedicated food magazines today. Highlighting your restaurant in a way that it reaches people can get your restaurant the right kind of exposure and increase footfall. In communication, there is a theory called Selective Retention. It means that we retain messages that we can relate to; the messages that hold some value to us. Also, the readers remember those messages correctly that they have just read about (as they say out of sight, out of mind) – all the more reason to keep talking about yourself in a way that the other person remembers and further talks about it. Recall value is equally important if you want people to think of your restaurant the next time they are planning to dine out. 

The race is not just amongst the restaurants but one has to be on the toes to make the cuisine as amongst the top recalled ones. Its like ‘what should I eat today’ – pizza or Chinese? The authenticity is what a foodie looks for.

It is noteworthy that the exposure doesn’t begin with your customers; it begins with the media and food bloggers. Positive media exposure and media relations clubbed with your marketing plan is the key to a successful running of a restaurant. Your target audience needs to hear about you, talk about you, blog about you. A well designed mix of all the communication tools is a critical part of a good PR plan. Your publicist needs to completely understand your business to understand your audience so as to design a well timed plan.

An experienced Publicist with understanding of your audience needs to time well what follows what for a restaurant PR. 

I would rather say that have a well designed professional PR plan in place even before you are ready to open the doors of your restaurant.  

Cheers!!

Let's Talk Fashion & Food PR

Several years ago, when I stepped into PR profession, less I knew about Fashion and Food PR, though completely a fashion and food lover. Always passionate about latest in fashion (need not be a brand) and always wanted to try new restaurants and cuisines.

Many are of the opinion that fashion and food do not go hand in hand. Really?  I don’t think that’s the case actually. Now being in Fashion and Food PR, I have seen the passion a fashionista could have for food and vice versa.

There is nothing as exhilarating as public relations. To describe it in a string of words, I’d probably use glamorous, exciting, dynamic, creative, risk and hard work. PR really brings out the creative in you. Sadly, little is known about the profession in our country and even less is talked about ‘FOOD & FASHION PR’. To say it is a misunderstood profession won’t be overstating the facts.

Heels to Meals has a clear objective of talking about ‘Food and Fashion PR’ – stuff I am into – restaurants PR, food PR, Fashion shows, Fashion designers, green rooms, lifestyle, brands known, brands working towards being known, where and how fashion and food merges. Through this blog I wish to share interesting PR and marketing ideas and campaigns in the Food &Fashion sector.

Though with busy schedules and laid back attitude towards writing a blog, I might be erratic with my posts but shall try my best to deliver and share the most.

Heels to Meals: Dig into the world of Fashion and Food Public Relations with me. 

Feel free to offer suggestions and objective arguments. I would love to hear from you.

Welcome aboard!