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3 Types of Brand Celebrity Endorsement Deals (+ Payment Options)

Celebrity Placement Publicity Endorsement Spokesperson

The Celebrity Endorsement Series is written by Billy Bones, founder of Booking Agent Info and Moda Database. This is Part 2. Read Part 1 and 3.

Once you’ve determined that you both want to set up a celebrity brand endorsement deal, and you’ve followed the process to determine which celebrities will add both a brand awareness and sales boost, it’s time to it’s time to determine what type of deal you want to make.

When it comes to celebrity endorsements, there’s really no limit to the ways you can utilize a celebrity spokesperson. Social media campaigns are a popular choice right now, while more traditional advertising campaigns, event ideas or even product development can work great as well. Like all marketing initiatives, how you choose to incorporate a celebrity into business efforts depends on the brand, product, desired message and of course, budget.

No matter how you roll out the campaign, the kinds of deals you can make with celebrities generally fall in one of the following categories:

1. One-Off Celebrity Deals

A one-off endorsement deal means the celebrity is only expected to wear or use your brand’s product for one event. This can be at an event, a public appearance, or even just in a post on their social media account. One-off deals are much more common with celebrities than you’d think – while athletes, for example, are typically locked into multi-year deals with a particular brand, celebrities aren’t usually expected to make the same commitment.

If your brand is just getting off the ground, one-off deals can be extremely valuable: first and foremost, they’re much more cost-effective. Celebrities can fade from popularity pretty quickly, so brands don’t want to worry about having to pay someone who might not be able to consistently generate a certain amount of attention for the brand in the long-term.

2. Unofficial Deals (aka Celebrity Placements)

In some cases, rather than formally hiring a celebrity to endorse their products, brands will simply send free product to a bunch of different celebrities, often relying on a PR agencies with celebrity contacts to perform the outreach.

For some brands, gifting celebrities is worth the cost of giving away some of their product for free. Without an official deal in place, brands can reach out to a wide variety of celebrities in the hopes of reaching new audiences. Unofficial deals can be a good option to get a brand out there without having to fork over the money for an official endorsement deal. But, since the celebrity isn’t being paid, there is no guarantee that they’ll actually promote your product, and it’s up to you to troll a celebrity’s media activity to see if you can spot the brands piece.

3. Long-Term Celebrity Deals

Long-term deals are less common, but there are some cases where brands recognize a celebrity’s staying power and are willing to commit to them long-term. For example, Sofia Vergara has a long-term endorsement deal with Procter & Gamble, the makers of the Head & Shoulders shampoo. Neil Patrick Harris has been a celebrity endorser for Heineken since 2013. Because it can be difficult to predict which celebrities have staying power and which ones might fade in the near future, most brands tend to stay away from long-term deals. But if you think you’ve identified the perfect celebrity endorser and you’re certain they’re not going anywhere for a long time, it might be worth a shot; the celebrity’s endorsement gets more powerful the longer they stay with a brand.

Unofficial deals can be a good option to get a brand out there without having to fork over the money for an official endorsement deal.

Now, when it comes to payment, there are plenty of different kinds of deals that can be made, but the most common is a simple pay-per-action deal where you pay the celebrity a set amount for them to do a certain amount of work. If you don’t have a lot of cash available for this kind of deal, don’t worry – there are a few more options.

1. Offer the Celebrity Equity

Offering a celebrity an equity stake in your brand is a great alternative that costs less up front and works best when the conditions are absolutely right; for example, you need to be sure that the celebrity is committed to maintaining their support of your brand over the long haul and won’t just stop pushing your product after a while.

Equity deals also carry some risk – it’s not unheard of for brands to offer equity to a celebrity, only to have that celebrity fade from the public eye but continue to take a cut of the company’s profits long after their value as an endorser is gone. Equity deals require a lot of careful planning (and a little bit of luck), but if the stars align, equity can be a great way to secure a long-term celebrity endorsement.

2. Provide the Celebrity with a Revenue Share

Revenue sharing is another good way to secure a celebrity endorsement without putting down more money up-front than you can afford. Revenue sharing means partnering with a celebrity who will represent your brand in the public eye; in return, the celebrity will receive a percentage of your sales. Unlike equity, however, the celebrity doesn’t take an ownership stake in your brand.

The celebrity’s endorsement gets more powerful the longer they stay with a brand.

While revenue sharing does cost you less up front, it isn’t free – most celebrities will still often want some sort of up-front payment for their work. But if you have enough money to cover that initial cost, revenue sharing can be a good (and creative) way to secure a celebrity endorsement without going over budget.

3. Offer the celebrity ongoing free product

All these options are great, but what if you don’t have enough money to cover a standard pay-per-action deal, you don’t want to give up any equity in your company, and the celebrity won’t agree to any revenue sharing deal without an up-front fee (which you can’t afford)? In that case, you can always turn to the one thing you have plenty of: your product.

Offering merchandise is a good (and cheaper) way to get your brand’s name out there. You could, for example, offer to send a quarterly gifting box filled with your new season’s collection. As mentioned, many brands will send free merchandise to celebrities in the hopes that the celebrity will be seen using the product and tag/promote it on social media.


Haven’t read Part 1 of this series yet? Read “The 5-Step Checklist for Choosing the Right Celebrity for a Brand” now.

About Billy

Billy Bones is the founder of Booking Agent Info and Moda Database. Moda Database is a celebrity stylist contact list that provides businesses with the contact information for celebrity stylists, and their celebrity clients. Booking Agent Info provides you with the contact information for the official agents, managers, and publicists of celebrities.

3 Reasons to Support Employee Side Hustles

employee benefits, PR life, agency life, working at an agency, side-hustle

Written by Erin Bury, Toronto PR & creative agency Eighty-Eight.

I started my career at a mid-sized PR agency, and I loved my job. Which was a good thing, because if I wanted to pursue a passion project on the side, I was out of luck. Our employment contract clearly stated that we couldn’t do any paid work outside of our day job – regardless of whether that was selling old baseball cards on eBay or waiting tables on weekends. After I moved into the world of startups, it seemed like you were the minority if you weren’t burning the midnight oil on a project. Most startups celebrate side projects, whether it’s freelance coding projects or working on getting a new company off the ground. Not only are they accepted, it’s common to see startup team members helping each other with their side hustles – while still killing it at their day jobs.

When I got the idea to launch my own side hustle – with no intention of leaving my day job running an agency – I realized they’re still taboo in agencies. I hesitated to tell my team, but after I did I found that at least four other people in the office have side hustles, ranging from an event planning company to freelance design work to a literary magazine. I started openly supporting side hustles at my agency Eighty-Eight, and here’s why you should support them at yours:

1. Side-Hustles provide a creative outlet outside the confines of client work

If you’re at an agency you know the rollercoaster of client work – my fiancé says he’s never seen someone go from the best day of their life to the worst day of their life so often, and so quickly.

The nature of client work means that your team members’ creative ideas don’t always see the light of day, which means they need somewhere else to see their ideas come to life without six rounds of revisions. And the nature of agency employees is that they are inherently creative people who want to produce creative product, whether that’s code, designs, art, or writing. Giving your employees the freedom to create via a side hustle means they can move their creative outlet from a hobby to a side business, and scratch their creative itch while they’re at it. As a result, you may find a boost in general employee satisfaction as well as reap the benefits of all that trial and error taking place off the clock.

I found that at least four other people in the office have side hustles, ranging from an event planning company to freelance design work to a literary magazine.

2. Side hustles require effective time management

As the saying goes, “If you want something done, give it to a busy person.” Most people I speak with about side hustles fear that by allowing team members to have side hustles, they’re giving them a license to work on it during work hours, or to slack on their day job. I’ve found the opposite – that having a side hustle teaches you to prioritize, manage your time effectively, and work more efficiently. If you hire smart people and treat them like adults, they may answer a side hustle-related email during work hours – but I would argue your other team members are wasting time on Instagram or Facebook every day anyway. Trust your team members to prioritize and balance both.

3. Side hustles teach the ins and outs of running a business

Every agency owner knows the stress of trying to attract and retain great team members, make sure there’s enough money in the bank to meet payroll (and still have some profit left over), and to make sure there’s enough new business leads in the pipeline while also doing great work for clients. Most agency employees never have to deal with those stresses, but launching a side hustle can expose them to the realities of running business firsthand. Whether it’s an Etsy store or a consulting gig, launching a side hustle helps people understand the challenges of launching a business. It means they might understand a bit more about how you run your company – and help next time you have to turn down a request for a company retreat in Iceland.

Agencies are full of creative, entrepreneurial people who need an outlet to produce outside the confines of client work. They’re often just as entrepreneurial as startups – or at least they can be. So why not lead the charge and support side hustles within your ranks? Your inner entrepreneur will thank you.

About the Author

Erin Bury is the Managing Director at Toronto PR & creative agency Eighty-Eight. She has a side hustle (a bicycle wine tour company in Prince Edward County), and recently launched Agency Side Hustle to encourage other agency owners to support their team members’ side hustles.

Teen Vogue Goes Digital Only, D&G on Millennial’s & Marketing Lessons from 2017

 Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of October 30, 2017

Print copies of Teen Vogue are to be no more. Any guesses where Elaine Welteroth will pop up next? (via WWD)

Looking for ways to do a bit of employee bonding without breaking the bank? ACPR has a few ideas (via ACPR)

Maria Grazia Chiuri, Dior’s Artistic Director, is making her mark  (via Glamour)

Influencer talent management company Style Coalition has been acquired by Launchmetrics (via Bof)

Why Dolce & Gabbana is calling millennials “The New Renaissance” (via Fashionista)

Economy 3.0 – the new buzzword for 2018? (via NY Post)

Are you on top of plans for engaging, earned brand content? Download this free strategy guide (via Olapic)

What did we learn about marketing in 2017? (via Brandwatch)

Insight into Williamson PR’s latest project (via NYT)

What exactly do you get when you hire a PR grad? (via PR Week)

PR Toolbox: How to Use Buzzstream + Hunter.io for Better Pitch Results

PR Outreach Publicity Guest Articles Blogging

Written by Josh Stanton, co-founder of screwtheninetofive.com

Let’s be honest, most email pitches get sent to the trash.

There I said it!

We all know it’s true and yet most of us still continue to send out the same old boring template email, hoping to get some kind of fast and favorable outcome in return.

Combine that with the fact that according to this study done by Smart Insights, the average open rate of emails is now down to less than 25%.

This means only 1 in 4 emails you send out in hopes of securing publicity will be opened and the other 3 will be wiped from the prospects inbox, never to be seen again.

It’s time to do something different.

It’s time to stand out.

It’s time to be more human in a world starved of connection.

I’m going to show you how we are seeing great results to using two incredibly powerful tools seeking to transform the way agencies and individuals reach out to secure media coverage and contributed content opportunities; Buzzstream and Hunter.io.

I’ll walk you through the exact process we use to achieve our goals of securing guest articles on relevant online sites, which can be used for everything from contributed content campaigns to Holiday gift guide outreach.

Here’s how it works.

Tool #1: Buzzstream

For the record I have no affiliation with Buzzstream, I just really like their tool and I’m happy recommending it to others.

If you’re like me, you probably know how overwhelming it is to manage relationships via email.

Buzzstream solves this by doing 3 things:

  1. It helps you find the RIGHT prospects to contact.
  2. You can easily keep track of every conversation you have with said prospects.
  3. You can share all information amongst your team, so it’s not just you building and maintaining relationships.

It even finds contact information for you when adding websites into your projects.

Now granted, it doesn’t do the best job of acquiring contact information and so to fix this problem, we can use tool #2…

Tool #2: Hunter.io

Like I said, making sure you have the RIGHT contact information when getting in touch with a prospect is vital. Hunter.io allows you to find even more email addresses just by typing in the website address and running a quick search.

For example, let’s say you wanted to land a publication like newbeauty.com, who according to similarweb.com receive close to 1 million website visits a month.

Sure you could go to their contact page, but it’s pretty limited in terms of who you can get in touch with as you can see here –

Or you could run a search on hunter.io and grab the email and phone details of 5 verified contacts, including their managing editor!

From here, simply add these contacts to the prospects’ site record inside of Buzzstream before reaching out to start a relationship.

Here’s how the process works:

Step #1: Create a Buzzstream Account

Plans start from $24/month for the starter option, right up to $999/month for large teams. Pick one and get your account up and running.

Step #2: Create 3 Projects

Start by selecting “New project” under the dropdown, or if this is your first project you should see a big button in the center of the page to start your first project.

Create 3 projects – which are basically the steps to your process, and a replacement for the traditional media tracking spreadsheet. Here’s how we name them:

#1: Outreach

This is the first stage of the outreach process and it’s where we initially add in the contact information of key media for a campaign.

#2: Warm Up

Once you get a response from your pitch, move the prospect into this project.

#3: Successful

When you get a desired outcome, move the prospect into this project. A successful outcome could be media coverage, or securing a guest contribution on their blog (like our team did with PR Couture, resulting in this article you’re reading right now).

Step #3: Add Your Prospects to The Outreach Project

Now it’s time to locate and add in new prospects that you don’t currently have in your media database. The easiest way is to start by installing the free Buzzmarker Google Chrome Extension.

From there, choose 5-10 top online publications you would like to start a relationship with for your client or your own business.

The next steps look like this:

  1. Go to their website and click on the Buzzmarker that should now appear in the top right hand corner of the Google Chrome browser. Notice that a side bar should appear on the right hand side. 
  2. Fill in any information, including tags to help you find and manage this site in the future.
  3. Run a search on hunter.io and add in the contacts and email addresses of those who are a fit for your pitch.   
  4. Lastly add in any notes, give them a rating (could be if they are priority media for a particular campaign, or potentials for an exclusive) and select the stage you’re at as far as your relationship with the editor at this stageg.
  5. Click save and add in 5-1o more prospects before moving onto the next step.

Step #4: Initial Outreach

This is where 90% of people fail because they go in for the kill without firstly striking up a conversation.

There are 3 factors that determine a successful initial outreach email:

  1. The subject line
  2. Email length
  3. Responsible difficulty

Let’s start with the subject line.

Subject Lines That Don’t Work

Stay away from any subject line that sounds like you are wanting something from them.

For example: “Podcast Guest”

We have a podcast for our business coaching site, screwtheninetofive.com, and we receive requests all the time from influencers wanting free exposure by landing an interview.

The last one I received has the subject line above and immediately I knew the person wanted something from me, which personally rubbed me the wrong way.

Instead do this…

Subject Lines That Work

There are 2 types of subject lines that work when reaching out to a cold prospect:

  1. Those that are different and interesting.
  2. Those that sound like you are GIVING them something.

For example, we knew that PR Couture did take guest contributions on their site, however we also assumed they receive a lot of requests every week and so we had to stand out if we were to land an article.

So we decided to use this subject line: “Is this still a thing?”

I’m sure Crosby, who replied to our email, rarely sees that subject line. The fact it was different made it stand out in her inbox, increasing the chances of her actually opening it.

P.S. you guys have been an absolute pleasure to worth with 🙂

Be different, interesting or make it sound like you’re giving them something and not the other way around.

Email Length

Keep it short! No one likes it when they open an email and the first thing they see are 1000 words in front of them!

The magic number is 50 words or less.

Here’s the email we sent to PR Couture:

Response Difficulty

This part is KEY!

Put yourself in the shoes of the prospect who, after reading your email is now faced with 2 options:

  1. Trash the email.
  2. Send a reply.

Anyone faced with those options will ask themselves this ONE question whether it be consciously or unconsciously; “how much time will it take me to reply to this email?”

If the answer is “a long time,” then your response rate will be low.

If the answer is “less than 2 minutes,” then you will likely see better results.

Yes Framing

To make it simple, try to think of a question that most of the time will result in a simple “yes”. This is called “yes framing” and is used a lot in sales and marketing. The premise of this concept is that if you can secure three “yes” answers in a row, then the prospect will be more likely to say yes when you ask for the sale.

Even if you get a yes answer in the first reply, try asking another question or two that will also result in a yes response. The more “yes” you get, the more likely you’ll be to secure publicity on your targets’ platforms.

And yes, I literally said “yes” 12 times in the last 2 minutes!

Sending Emails in Buzzstream

One of the great things about Buzzstream is the ability to generate templates and quickly send out emails.

Once you have your 5-10 prospects in your project, select them all and click on Outreach>>Send Individually.

From there you can create one or more templates to use to send out to your prospects.

The final step is simple. For the template you just created, click on Start Outreach before going through and sending out emails to all of your prospects.

Step #5: The Warm Up

Once you get a response, Buzzstream will let you know so you can jump into your account and follow up with each of your prospects.

The first step is to move any that have replied favorably to your initial email into the second project you created, #2: Warm Up.

From there, your jobs is to do 2 things:

  1. Follow up with any prospects who didn’t respond within 72 hours.
  2. Reply to any prospects in your warm up project.

If a prospect says yes to your pitch, then you can move them directly into the third project, #3: Successful.

If not, send an email using the yes framing technique we talked about earlier.

Only move a prospect to the final project if you have secured some kind of opportunity for exposure.

Step #6: Rinse and Repeat

The last step is to review the responses you received, find 5-10 new prospects and start the process all over again.

My final tip is to test out new emails and track the number of responses you receive. As you test this strategy out more and more, eventually you will find a shortlist of email templates that offer the best results.

Or maybe you could tell you jumped in too early when it came to the ask and so the next time try using yes framing to strengthen the relationship before asking for what you really want.

Happy hunting!

About Josh

Josh Stanton is the co-founder of screwtheninetofive.com. Along with his wife Jill’s, Josh helps nsatisfied 9-to-5’ers hit the eject button on their day job and start a business online. He’s got an unhealthy obsession with pugs, a serious love for travel and can be found lurking inside the free Screw the Nine to Five Community on Facebook!

PR Mavens We Love: Karine Delage, Founder, Karyzma Agency

Some kids from a young age simply have a calling. For Karine, it was a passion to communicate.

It first became evident in Montreal when Karine was only 8 years old. She started writing and reporting for the school paper and gained notoriety as the youngest journalist in Quebec. Karine was hooked. From that day on, she immersed herself in everything entertainment. She wrote for 7 Jours magazine, developed a devoted following and by the time she was 13 years old, Karine was actively being sent out to cover important events such as the Grammys, the MTV Music Awards, the Billboard Music Awards – even Woodstock!

These days, armed with a degree in both in Public Affairs and History and experience working at Canada’s top PR agency, Karine opened her own shop.

This year, she named a 2017 Top 40 Under 40 award, and is celebrating her firm’s 5th anniversary with Karyzma, a new digital series coming out this spring that takes viewers behind the scenes into her PR world.

Name: Karine Delage
Title: Founder
Location: Toronto, Canada
Education: Concordia University, double major in Public Affairs & History
Company: Karyzma Agency
Instagram:
 @karyzmaagency
Twitter: @KaryzmaAgency
Facebook: @karyzmaagency

Tell us a little bit about Karyzma

Karyzma Agency is a full service, multilingual public relations agency. Everyday I have the privilege of working with A-list talents, artists and renowned brands across many categories including fashion, lifestyle, media and technology. 

Whether I am working as a PR specialist, a publicist, a project manager, or an event planner, my priority is to always help my clients accomplish great things and build their brands. 

Share a quick peek into a day in your life

I get up, check email, social media accounts and press reader. The day includes a mix of going to meetings, sending press releases. I go to the gym each and every day, working out is a must to keep myself motivated and focused daily.

What are you currently working on?

Right now we are working on Karl Wolf’s new EP (coming out on November 10th), Neon Dreams’ new album (just released on September 22nd), Grey Cup (Canadian Super Bowl) Gifting Suite, and the pilot for a show about Karyzma Agency.

 

I wish that people understood how hard we work to get the coverage and plan things for our clients. We don’t just hide behind a computer during the day and then party all night.

 

What is a recent job success story that makes you especially proud?

During Toronto International Film Festival (TIFF) in September, we hosted seven events in eight days, the most events we’ve ever had in such a short amount of time. On top of that, we had to plan for the release of an album and a client that was on tour. Plus five of our talents were in town, including one attending the festival for the first time in support of her first major lead role in a blockbuster movie.

Handling all the moving pieces and ensuring everything was managed successfully was a huge win for me.

 

What is the most memorable moment in your career thus far?

I think working with Will Smith 5 years ago was really memorable because it was the first time ever that I’d worked with a talent on that level. It really helped push me further on my path to success.

What is the most glamorous moment in your career thus far?

I have several because of what I do. Each and every glamorous moment would be different, I would either receive tons of media coverage or I would walk down the red carpet with a talent. It doesn’t have to be an A-lister, but getting a brand or artist coverage on a major platform would do it for me.

 

What can you tell us about your new series

The show came about because there is a lack of knowledge of the PR world in Canada and I wanted to change that.

You’ll see me help keep our talent on schedule and on message, as well as work with my mentor and client, Laura Miller of Inspired Soap Works – who helps keep me grounded! My best friend Dru Grange will also make an appearance and we support one another through her musical comeback and my crazy schedule and personal challenges.

PR can be stressful and full of rejection – how do you handle to the pressure?

Honestly I used to train at the gym, but two years ago I decided to get back into it and it’s been helping me focus better and reduce my stress. I lost 40 pounds by eating better and training.

What are three current favorite tools, apps or products that you love and why?

Instagram, Press Reader, and Google apps (on the business end). I do also need to mention Starbucks, because I couldn’t survive a day without a Grande Americano with sugar-free Dolce aka my little pick me up!

What do you wish more people understood about your job?

I wish that people understood how hard we work to get the coverage and plan things for our clients. We don’t just hide behind a computer during the day and then party all night. There is so much more to our work and that’s why we are working on a behind the scenes of the agency to show the Canadian public.

Whether I am working as a PR specialist, a publicist, a project manager, or an event planner, my priority is to always help my clients accomplish great things and build their brands. 

What are you excited about right now in terms of industry trends?

I’m excited to see how the PR world is evolving and it’s getting so diverse with social media. There is so much more that can be done and new levels to be reached.

What’s the biggest challenge facing lifestyle communicators right now?

It’s getting harder to get coverage with all of the cuts in the media world. We just need to be more creative.

What advice do you have for your younger self?

Follow you dreams and your passions. Yes, you will make tons of mistakes but they will help you grow stronger and understand yourself better. To be honest, I would never change anything about my past, because you need to learn from your mistakes and I strongly believe that it’s the best way to learn.

Anything else we should know?

We are always looking for interns and I will be doing more speaking gigs in 2018.

Thanks Karine!

5-Step Checklist to Choose the Right Celebrity for Brand Endorsement

The Celebrity Endorsement Series is written by Billy Bones, founder of Booking Agent Info and Moda Database. This is Part 1. Read Part 2 and 3.

Working with a celebrity on an endorsement campaign is a huge step towards increasing brand recognition, allowing a brand to reach new consumers through an influential connection to someone who already captivates their attention. With the right celebrity, you’ll able to target those specific audiences most likely to listen to the celebrity’s recommendation and act on it.

If you’re ready to set up a celebrity endorsement deal but aren’t sure where to start, keep reading – you’ll find everything you need.

Firstly, having a celebrity endorse your product is valuable, but it’s not nearly as valuable as picking the right celebrity. Your ideal celebrity endorser might be the biggest name you can think of, but that isn’t always the case. Depending on your brand and your product, the right celebrity with a smaller audience can yield better returns than an A-lister who isn’t a good fit.

The questions is, how do you know if a certain celebrity is a good fit for your brand?

1. Look At Their Endorsement History

By researching a celebrity’s endorsement history, you’ll get a better idea of how they’ll be by your audience as a spokesperson. On top of that, it’ll help you figure out whether or not your brand will be well-received by their audience.

Look at the brands and products the celebrity has endorsed in the past. Ideally, it’s best to find someone who’s endorsed brands or products that are similar to yours – or even someone who has endorsed your competitors before.

2. Identify Their Interests

This is another crucial element of a successful endorsement deal: making sure your brand shares the interests of your celebrity endorser. Ask yourself the following questions:

  1. What is this celebrity interested in or passionate about?
  2. Does my brand share their interests or passions?
  3. If not, does my brand address the celebrity’s interests or passions?

Asking these questions gives you two potential ways to approach the celebrity and the future campaign. Either you can leverage your brans’s shared interest with the celebrity or influencer to add authenticity to the campaign, or the celebrity can play on the fact that your product addresses their passions as a way of demonstrating its value to the average consumer.

Firstly, having a celebrity endorse your product is valuable, but it’s not nearly as valuable as picking the right celebrity.

3. Make Sure Their Audience is Right For You

It’s important to consider whether or not a celebrity’s existing audience overlaps with your target demographic. For example, if your brand specializes in cosmetics, someone like Vin Diesel isn’t likely to help you connect with the kinds of consumers you’re looking for. In addition, you also have to consider whether or not their audience is sufficient to make a big enough impact on your revenues to justify the cost of the endorsement.

4. Consider Their Audience Engagement

If you’re thinking of running a social media-based endorsement campaign, this one is crucial. No matter what network you use, a celebrity endorsement can be almost worthless if they don’t have a strong enough following.

That said, it’s not just a matter of finding the celebrity with the biggest audience. You should also make sure you pick a celebrity with a strong engagement rate (that is, comments or likes) on their posts.

For example, if a celebrity has 5 million followers but only receives 5,000 likes or comments per post or video, their engagement rate is 0.1% – not great. Ideally, you want to identity potential endorses who have an engagement rate of 0.5% or better. The more people engage on your endorser’s average posts, the more likely it is that they feel a connection to your endorser, and the more likely it is that they’ll listen to your endorser’s recommendations.

5. Look For Shared Causes or Charities

If your brand has a cause or philanthropy that it supports, see if there are any celebrities who support the same causes. A big part of ensuring a perfect fit for your campaign is looking at the celebrity’s overall public brand, not just their endorsement history. On top of that, a celebrity who supports the same causes as your brand means their endorsement will have an even greater impact – their audience will recognize their endorsement as authentic, and they’ll be more likely to try your brand for themselves.

Once you’ve identified the right celebrity for your campaign, the next thing to do is decide on the specific type of endorsement, which we will cover in part 2 of the series.

About Billy

Billy Bones is the founder of Booking Agent Info and Moda Database. Moda Database is a celebrity stylist contact list that provides businesses with the contact information for celebrity stylists, and their celebrity clients. Booking Agent Info provides you with the contact information for the official agents, managers, and publicists of celebrities.

Meet the 2017 BCA Petit Award Winners

Favorites Award Winner Slideshow

We are so excited to share a bit more about our 2017 BCA Petit Award winners! The Petit Category honors stand-alone campaigns, industry practices, vendors and brands that made a note-worthy impact at a specific point in time during 2016. We hope you are as inspired by their work as we are.

We’re in planning mode for the 2018 BCAs! Want to get in involved as a sponsor, judge or volunteer? Email info@thebespokeawards.com

 

Gucci’s Millennial Tribunal, Agency Stress & Instagram in 2018

 Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of October 23, 2017

Who knew a team of millennials served as an “shadow” advisory board for Gucci?! (via Quartz)

Across the country, US fashion businesses are taking public stances on political issues (via BBC)

What augmented reality has to say about your skin (via Racked)

Check out what customers value most when it comes to personalized marketing (via McKinsey & Company)

6 ways to recover if your brand is stuck in a social media nightmare (via PR News)

How fashion icon Anna Wintour made a lasting impact on culture (via Adweek)

The truth about stress and why your agency should take it easy on junior staff (via Marketing Week)

Social media news can turn from fact to fiction in the blink of an eye (via The New York Times)

2018 is fast approaching! Read about the latest marketing predictions for Instagram in the new year (via Social Media Today)

Fashion brands look to Silicon Valley for fashion sustainability (via Fashionista)

5 Steps to Start Promoting Your Agency (You Know You Need to)

There’s an old adage about pediatricians whose kids have sore throats and cobblers whose kids go barefoot. These are extreme examples of lack of attention – but in the PR industry, many of us follow suit when it comes to treating our own agency as a client. We publicize and land big stories for our clients, but when it comes to our own work – not so much.

Is your agency guilty when it comes to self-promotion (or lack thereof)? We were, too – but then, we got into gear.

This year, we began to ramp up Litzky PR’s own publicity efforts as a way to give team members a chance to learn new skills and shine among peers. The “LPR PR” team of volunteers took us from zero to 100 in nine short months, giving us the chance to “strut our stuff” in front of potential clients and prospective employees.

Here are a few steps to help you get started on your agency’s publicity efforts, too.

1. Define How Your Outreach Efforts Will Support Business Goals

Just like client work, you can’t “hit go” on planning until you know what moves the needle for the larger team. For us, we didn’t expect new clients to come knocking at our door but we did want to make it easier for prospects to learn more about our expertise. As a result, we prioritized efforts to seed information about who we are as an agency, illustrating our unique “team-first” culture and our smart strategies that drive results.

2. Submit for Industry Awards

Award submissions are a lot of work. They require retroactive thinking, research, material collection and clever writing – not to mention hours of editing to fit within word counts. Each award submission is different, which again, makes it time consuming, but believe me when I say nothing is more rewarding than watching industry peers recognize your employees as the rock stars they are!

We’ve had much success this year with award submissions (including PR Couture’s own Bespoke Awards – make sure you’re on the list to be first to hear about 2018 award opportunities), and it’s something we’ll absolutely be continuing in the New Year.

If it’s your first time preparing awards, check out PRSA’s Silver Anvil Award case studies for thought starters and tips.

3. Contribute Your Expertise to Online PR Sites

One of the parts of LPR PR I’ve been most excited about is writing for this very site! We have “bylined articles” as an entire area of focus within LPR PR, giving employees the chance to pitch something new and different – us!

The “byline lead” secured us this regular column in PR Couture, as well as writing opportunities for myself as well as other employees across the industry on digital publications including PRSA Tactics and PRSay.

Quick tip: It doesn’t always have to be a high-level executive who does the writing. We like to give junior employees the chance to craft their own bylined articles based on their areas of interest.

4. Pitch your agency’s differentiators

For us, culture is everything. So when our LPR PR “media relations lead” told me we’d been featured as one of Entrepreneur’s “9 Companies that Offer Cool and Enticing Benefits,” I nearly fell off my chair! Of course, I know we offer these great benefits, but to know my employees feel so strongly they pitch these stories – well, that’s the best reward I could ask for!

Our LPR PR team pitches our culture regularly, highlighting unique benefits and our employee retention – not to mention fun perks like a dog-friendly office. While dozens of offices offer these perks, few take the time to publicize them, which is yet another reason agency publicity is smart!

5. Review and regroup regularly

Just like client plans, some things will work, some won’t. Make sure you regroup with your own internal PR team regularly to check in on where things stand, and where work should shift when tactics aren’t succeeding. It’s especially important to regroup at the end of the year to get a full snapshot of how tactics fared and how you can become more efficient – and more successful – in the New Year.

Pitching your agency may feel awkward at first – your time should be spent on clients, right? – but it’s actually incredibly gratifying and strategic. No one will know how great your team is unless you tell them, so empower your employees to go out there and spread the word!

Full Season of New Original Reality Web Series “PRGirl” Now Available | Press Release

Full Season of New Original Reality Web Series “PRGirl” Now Available

Second half of binge-worthy short-form series provides an inside look at star Alex Moresco running her successful PR business, despite Lyme disease

CHICAGO – OCT. 25, 2017 – Today, WhatRUWearing (WRUW), a digital forum delivering shareable content for style, beauty and lifestyle obsessed 20-somethings, in partnership with PR Couture, the leading sourcebook for fashion and lifestyle communicators, released the final four episodes of season one of “PRGirl,” a new original web series starring Alexandra Moresco, a 24-year-old entertainment publicist, founder of A Moresco PR and Lyme disease advocate.

In part one of the entertaining series, viewers were introduced to Moresco, received a peek inside the glitz, glam and grit that the star deals with on a daily basis, personally and professionally, and were left questioning what is next for Moresco’s Movers and Shakers PR Panel, the Global Lyme Alliance event and the state of her wedding nuptials. Part two, now streaming at prgirlseries.com answers these questions and prepares viewers for a standalone reunion episode, due out later in November.

“I am grateful and thrilled with the reaction we have received thus far from our viewers and our community,” said Farissa Knox, Founder of WRUW and Creator of the PRGirl series concept. “In these brand new episodes, fans will gain an even deeper understanding of not only what it is like to work in PR, but Alex’s approach to managing her career, personal health and relationships.”

New episodes now available for viewing are as follows:

  • Episode six: You’re Invited – Moresco prepares for the highly-anticipated PR panel and wonders if she can pull it off.
  • Episode seven: The Bachelorette – From catching up with an old friend and colleague who works at Edelman to throwing axes, Moresco enjoys a weekend filled with partying and unconventional bachelorette activities.
  • Episode eight: The Day Of – While stress is running high and deadlines are closing in, Moresco is feeling ill on event day and leaves to get ready not knowing if she will feel well enough to attend and witness her hard work come to fruition.
  • Episode nine: Pantone’s Color of the Year: Lyme – With an emotional return to the event space, Moresco puts a smile on, signs off on the final touches for the night and watches the high-profile and star studded event successfully unfold.

“Watching Alex’s story unfold on camera demonstrates just how valuable storytelling through video is for quickly forging connections between a compelling narrative and a core audience of digital natives who prefer watching over reading articles,” said Crosby Noricks, Founder and Director of PR Couture. “We are excited about the dialogue this show has already fostered among the PR community as well as the potential power it offers us in regards to exploring creative ways to bring these types of career and lifestyle vignettes to the screen.”

To celebrate the successful completion of “PRGirl” season one and in consortium with PR Couture’s ongoing 10th Anniversary celebrations, Noricks, Knox and Moresco will host a wrap party and pioneer panel at FIDM’s San Diego campus on Tuesday, November 14 from 6:30 p.m. to 8:30 p.m. PST. Attendees will enjoy an exclusive viewing of the “PRGirl” Reunion Episode followed by a short panel exploring personal branding and entrepreneurship. Complimentary refreshments and light appetizers will be available onsite. To RSVP for the wrap party, please visit www.prcouture.com/rsvp.

Viewers can watch the full season, produced by the Autumn Film Company, now on www.prgirlseries.com. Details about season two are to be announced in 2018. For more information on the “PRGirl” series, visit www.prgirlseries.com. To become a sponsor, advertiser or partner, email sponsors@prgirlseries.com.

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About PRGirl

PRGirl is a brand new original web series starring Chicago-based Alexandra Moresco, a 24-year-old entertainment publicist and founder of A Moresco PR + Digital Strategy. Created and directed by WhatRUWearing, a digital forum delivering shareable content for the style, beauty and lifestyle obsessed 20 somethings, in partnership with PR Couture, the leading sourcebook for fashion and lifestyle communicators, the show documents Moresco’s world as an in-demand entertainment PR pro while she plans her  wedding, finishes up another semester towards her Master’s Degree at DePaul University and advocates for Lyme Disease (Moresco was diagnosed in 2016). Viewers can follow along on Instagram at @prgirlseries. For more information on the “PRGirl” series, visit www.prgirlseries.com. To become a sponsor, advertiser or partner, email sponsors@prgirlseries.com.

 

About WhatRUWearing

WhatRUWearing is a digital forum focused on delivering shareable content to individuals in their 20s and 30s that are style, beauty and lifestyle obsessed. By serving up engaging and entertaining editorial content, news, videos and podcasts, WhatRUWearing, founded in 2013 and headquartered in Chicago, IL, aims to provide its audience with relatable and interactive opportunities for learning and networking through events, TV programming, audio developments and accessibility with leaders in the space. For more information, visit www.whatruwearing.net.

 

About PR Couture

PR Couture is the leading sourcebook for fashion and lifestyle communicators. Well-recognized as a top PR blog, program provider and brand among leading professionals and publications for more than a decade, PR Couture has cultivated a community that is eager to stay on top of industry trends, education and best practices. The PR Couture platform reports daily on news, results-driving strategies, career opportunities and expert profiles for its loyal readers. With a focus on education, mentorship and recognition, PR Couture’s programming arm boasts an annual award program, year-round enrichment courses, partnership development, workshops, coaching services and an original web series making its reach fully robust and functional for its growing audience. For more information on PR Couture, visit www.prcouture.com or email hello@prcouture.com.

PR Industry News: Faulhaber, Pace PR, Jeneration PR & More

 

Faulhaber Communications celebrates their ranking of No. 240 on the 29th Annual PROFIT 500 ranking of Canada’s Fastest Growing Companies.

Pace Public Relations has added Rose Levy as Senior Director, Media Relations to the team. Rose was formerly Director of Corporate Communications at Refinery29. The agency will also now represent Business Insider and National Review Institute for TV bookings.

Jeneration PR is now working with Gilchrist & Soames on their launch of their new Luxury Home collection of linens, towels and robes. The agency has also added Silver Cross, the oldest stroller company in the world, to its roster.

JMG Public Relations is thrilled to announce their representation of Dance Workshop in New York City.

UR Bath and Body, a company founded by Tracy Gunn, will be represented by Lynette Nicole PR.

GG Benitez PR is pleased to announce their newest client, TruSelf Organics, a line of healthy, organic and cruelty-free haircare and skincare products.

Billboard Media Group will be represented by JONESWORKS

The Eighth Floor Strategic Communications is excited to announce their representation of WorkEatPlay.

Issa PR launched The House of Finland in New York City last month celebrating art, design, technology and 100 years of independence.

The Future of Fashion PR, the Google Disconnect & Lessons from Lush

 Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of October 16, 2017

Instagram is changing the fashion industry,  says Eva Chen (via Vogue UK)

Believe it or not, your LinkedIn profile says more about you than your website (via Social Media Today)

Lush is killing it in ecommerce! Here’s what you can learn from their success (via Marketing Week)

Refine your pitches with these “ABC’s” for success (via PR Daily)

Is Hollywood’s problem solved through the addition of more female’s in charge? (via Quartz)

Check out why brands are missing out on potential revenue in mobile retail (via Fashionista)

Some of the biggest PR specialists discuss how the fashion PR world is evolving (via Business of Fashion)

Keep your team motivated and focused during the holiday season (via Entrepreneur)

Why the masterminds behind Google and Facebook are now disconnecting themselves from the Internet (via The Guardian)

8 books you MUST read, from forward-thinkers who paved the way for modern times (via Elle)

PR Mavens We Love: Allyson Conklin, Founder, Allyson Conklin PR

Allyson has always been inspired by the people behind her favorite brands – the movers, the shakers, and the visionaries. She founded Allyson Conklin Public Relations in December 2010 to give brands a true partner, not only a publicist. 

Allyson started her career in publishing in New York City, holding roles at Footwear News and W Magazine prior to making the jump to PR in-house at Shiseido Cosmetics, and then at Talisker in Park City, Utah. Shortly after returning to Colorado, she founded ACPR, a boutique public relations agency specializing in beauty, home and lifestyle brands.

Since its launch, ACPR’s clients have been featured in some of the most desirable media outlets including Vogue, well+GOOD, HGTV Magazine, MyDomaine, Cosmopolitan, Refinery29, Traditional Home and Forbes online.

When Allyson’s not plotting to take ACPR to the next level and make her clients the next household brand names, you can find her decorating (and then redecorating) her home, testing out the latest facial oil, binge-watching Law and Order: SVU, or dreaming of baking (and then eating) her way through Pinterest.

Name: Allyson Conklin
Title: Founder & Principal
Location: Fort Collins, CO
Education: Colorado State University, B.S. in Apparel and Merchandising
Company: Allyson Conklin Public Relations
Instagram:
 @allysonconklinpr

Twitter: @allysonconklin

Facebook: @allysonconklinpr

 

How did you know it was time to start your own thing?

Starting a business was never my intention. But after resigning from an in-house PR role and deciding to relocate back to Fort Collins, Colorado, I was approached by an interior designer with a question that would forever change the course of my career: “Have you ever considered starting your own agency?” That question was followed by: “And if so, can I be your first client?” I’ll be forever grateful for that question. The seed was planted, and within two months it blossomed into Allyson Conklin Public Relations. As they say, the rest is history.

What does your day-to-day look like?

I do all the things. On any given day, I’m a publicist, mentor, manager, IT department, HR department, interior decorator, cleaning lady, chief strategist, fixer, copywriter, accountant, cheerleader, business development director, mediator and the boss. Essentially, I do whatever is required to ensure the success of the business. And I don’t mind it one bit.

We’re a small but mighty team of three, with myself, a coordinator and an assistant. I consciously structured the company so that everyone works on every client we represent. This ensures an ultra collaborative approach, which I love (and our clients do, too)!

What is the mood like in the office? What are you currently working on?

We have an upbeat vibe in the office. While our heads are down and we’re all working hard, the energy is light. From the get-go, I’ve placed a very high value on a happy workplace. We all know that PR is consistently ranked as one of the most stressful industries to work in, so I strive to keep our environment as positive as possible.

At the moment we’re cranking out short lead holiday gift guide pitches (’tis the season!) and promoting new product launches.

What is a recent success story that makes you especially proud?

I know that this is a little untraditional, but stick with me. I consider overcoming imposter’s syndrome a big success this year. As a woman, and business owner, it’s easy to let the “stories” I tell myself (I’m not worthy, I’m not good enough, I don’t have enough experience, I don’t have enough knowledge, I simply can’t do it, etc.) dominate what’s going on in my head. Having worked directly with female founders for almost seven years now, not to mention a ton of friends who are also business owners, I know that I’m not alone. It seems that almost everyone suffers from this. But why?! Why do successful, inspirational and powerful women doubt themselves? It was reassuring to know that I’m not alone, but that didn’t really do anything to solve my problem. So this year I decided that enough was enough. I got real with myself about why I was experiencing imposter’s syndrome and identified what I needed to do to shake it. It’s a daily battle and I still encounter those “stories,” but I now have the tools to pinpoint them, call them out and move past them.

 

I do whatever is required to ensure the success of the business. And I don’t mind it one bit.

What is the most memorable moment in your career thus far?

There are too many to count! I feel like I encounter something meaningful every. single. day. Particularly in the little moments. It’s opening the door to the office in the morning (though in full disclosure I’m usually the last in). It’s watching my employees grow, thrive and soar. It’s helping a client create exposure for their brand in a way they never thought was possible. It’s being able to decide to go home early to spend time with my family because I can. It’s catching up with a former intern that’s killing it in their career. It’s having brands reach out organically about partnering because of our reputation and results. It’s recognizing that the relationships I’ve cultivated for over a decade are why I am still doing this today.

Ultimately though, it all started by choosing to forgo fear and go out on my own almost seven years ago, and never looking back.

 

 

What is the most glamorous moment in your career thus far?

I don’t know if there’s a glamorous moment per se. There are too many “PR is glamorous” stereotypes out there that paint an unrealistic picture of the industry, so I’ll give you a real life answer.

Reading cover letters from applicants who were interested in joining my team this fall was pretty amazing. ACPR experienced a growth spurt last summer and I was able to add a second full time employee to my team, which was a goal for the year. We had countless talented applicants apply and so many of them said such kind things about ACPR and me. It left me feeling proud of this business that I’ve built, and not gonna lie, a bit teary at times!

What is the least glamorous moment in your career thus far?

I was leaving the Meredith Corporation building in New York City after an amazing deskside. As with most deskside trips, I was schlepping a large (and insanely heavy!) tote of products. I exited the building, flung the bag over my shoulder, then proceeded to hail a cab. As a taxi pulled up, I started noticing the stares. It was then that I realized that my dress had inadvertently gotten caught in my bag and I was currently exposing my backside to everyone on the sidewalk. Let’s just say it was a moment to remember.

 

PR Mavens We Love ACPR

I got real with myself about why I was experiencing imposter’s syndrome and identified what I needed to do to shake it.

PR can be stressful and full of rejection – how do you handle the pressure?

I like to say that to work in PR you need to be completely resilient and slightly stubborn. Resilient in not taking everything personally or throwing in the towel when you receive more “no’s” than “yes’s.” Stubborn in recognizing that a “no” won’t always stay a “no” in the future (and then finding a way to turn it into a “yes”). And it always helps to remind myself (and my team) that while we’re doing important work, we’re not saving lives.

What are three current favorite tools, apps or products that you love and why?

  1. At the risk of sounding totally old school, Microsoft Excel. I consider myself organized to a fault, and this keeps everything in check. I use it both for business and my personal life.

2. Gabrielle Bernstein’s Spirit Junkie app. I’m a big believer in the power of rituals, and I love checking the daily mantra as part of my morning routine.

3. My Day Designer (while they’re a client I can promise you that this is not a shameless plug!). I’m not sure how I survived before Day Designer. Not well; I can tell you that!

What do you wish more people understood about your job?

PR is not just tracking down contact information for media. There is SO MUCH strategy that’s involved and at the end of the day, it’s 100% relationship based. PR is a specialty and just like any other career, it takes time to gain knowledge and experience. Cultivating relationships doesn’t happen overnight!

What are you excited about right now in terms of industry trends?

The shift towards indie brands! Historically, the term “indie” has often been associated with being second rate. But as a publicist that represents largely indie brands, I’m here to tell you that it’s simply not true! I’ve found that indie brands are the movers and shakers. They’re the one starting movements, disrupting industries and forcing us to shift how we think and make decisions. Needless to say, I’m thrilled to see indie brands making their way into the spotlight.

What’s the biggest challenge facing lifestyle communicators right now?

To stand out from the crowd. There are a million and one amazing brands out there, making the marketplace ultra competitive. And it’s our job to help our clients make an impact in their respective spaces to both editors and consumers. It can be challenging, but with a solid brand, strong positioning and consistency, I believe it’s totally possible.

What advice do you have for your younger self?

Trust yourself more. In the past I’ve been guilty of letting the opinions of others carry more weight than my own. As I’ve gotten older (and wiser, I hope!), I’ve learned to trust myself more. I now recognize that the best answer is already inside of me, and while it’s perfectly acceptable to gather second opinions, ultimately I need to allow my gut (along with my head and heart) to guide me.

Thanks Allyson!

Photo Credit: Cassie Rosch

BCA Profiles: Litzky PR, Traditional Campaign Award

Top PR Firm New York

Litzky Public Relations is a full-service boutique PR agency and winner our Best Traditional PR Campaign award, which hones in on the true art of storytelling and media relations.

The winning campaign celebrated Play-Doh’s 60th anniversary on World Play-Doh Day (WPDD), a “holiday” launched in 2006.  Given the challenge to double media exposure with half the budget, the Litzky PR team employed a highly targeted approach that capitalized on media and consumer trends. The campaign included kid-generated YouTube videos and invited parents via social to submit what their kids imagined life would look like 60 years into the future. These imaginings were then brought to life by an in-house sculptor to turned these predictions (including houses in the sky, unicorn pets, flying shoes, and more) into intricate Play-Doh sculpts. The creative process was recorded via timelapse, providing powerful creative assets to pitch to parenting press, general media, video, and social media editors.

Play-Doh 60th birthday media mailers included confetti poppers, Play-Doh party hats, Play-Doh compound and mini “photo opp” inserts for media to sculpt and socially share their creations. Mailers went out to 50 national media contacts, social media editors, and family bloggers (bloggers even threw their own Play-Doh 60th birthday parties). While confetti poppers and timelapse videos work for general and parenting press, Litzky took an entirely different approach with business media, pulling together Play-Doh facts, stats, vintage images, and figures.

The results? LPR’s small-but-scrappy three-person team knocked the lofty objectives out of the park with 622M impressions and 320 positive, engaging media stories in one day, a 119% and 416% increase from 2015, respectively.

We caught up with agency founder Michele Litzky to learn more about what’s going on behind the scenes as LPR gets ready to celebrate 30 years in business next year.

How does it feel to win Traditional PR Campaign? How is your team going to celebrate?

It’s incredibly gratifying to see our team’s hard work (and successes!) resonate not just with media, influencers and clients, but with top-tier PR industry experts. We celebrated with widespread recognition for the Play-Doh team during our monthly agency meeting, and have a team lunch on the books for July to continue the excitement.

What is your team most excited about right now?

Lately, we’ve been diving deep into influencer relations strategy over the past couple of years, and this year more than ever we’re uncovering new and smart ways to turn niche influencers into brand advocates. This is an especially exciting trend for the PR industry because influencers drive incredible results. Whether it’s successful activations at VidCon or targeted LPR-run influencer campaigns, we’ve been blown away by how well our team stays ahead of influencer trends.

What does a “traditional PR campaign” really mean to you in a digital age?

While it’s easy to get sidetracked by the shiny new social media platforms, we never lose sight of those tried-and-true media relations strategies that drive top-notch coverage. Our award-winning World Play-Doh Day campaign was a great example; while we had digital components like YouTube speed sculpting challenges and celebrity social posts, we led with a strong, traditional media strategy (think creative physical mailers and custom Play-Doh sculpts) that led to the most successful World Play-Doh Day yet.

Whether it’s successful activations at VidCon or targeted LPR-run influencer campaigns, we’ve been blown away by how well our team stays ahead of influencer trends.

How does your team plan to tackle the rest of 2017? 

Since the agency specializes in lifestyle brands that engage kids and families, the second half of our year gets particularly busy with holiday pitching. The teams have already started their long-lead outreach for our toy, game, and fashion clients, with short-lead holiday pitching on the horizon. In terms of our agency’s internal focus, LPR has a major milestone coming up in 2018 – the big 3-0! – so we’re spending the rest of the year setting ourselves up for a full year of success and celebrations!

If we looked inside your purse/work bag right now, what would we find?

Well, I just returned from a client trip to VidCon, so my purse is in “event mode.” That means business cards, a look book, antibacterial, cough drops, vitamin C, tape, pens, receipts, receipt organizers, nail polish, mints, portable charger … you get the picture. I could survive on a desert island for at least one week when my purse gets in event mode.

How you anticipate the industry shifting in 2018?

As mentioned above, influencers are becoming more and more important in 2017, and in 2018, we anticipate niche, micro influencers – the ones who truly connect with (and ultimately persuade) their audiences – will be a major focus. We’ve already had great traction with micro influencers in spring 2017, and given those accomplishments, we’re brainstorming unique ways to include them further in plans for fall 2017 into 2018.


We’re in planning mode for the 2018 BCAs! Want to get in involved as a sponsor, judge or volunteer? Email info@thebespokeawards.com