"Here is picture from my Spring '09 photo shoot. I direct all of this, so it's part of my marketing package I suppose. Title it “Sex Sells” haha" -Sheena

It’s that time again! I really enjoyed this week’s rant, so hopefully you will too!The disclaimer reads: “Sheena’s Weekly Rant is meant for entertainment purposes only and does not necessarily reflect the opinion of all Shoebizness contributors. Here on Shoebizness we like to highlight all different perspectives.” 

This weeks topic: PUBLIC RELATIONS 101 – Keys to Getting a Brand Out There

This is a difficult subject because the act of marketing and PR is definitely a difficult task. Really the key to marketing is SALES! You are literally selling your product to editors and potential accounts. You work the same way, talking up your goods and trying to impress whoever is on the receiving end of your spew. It’s all about the jokes and the drinks and the dinners. As long as you can prove how cool you and your product are, you’re in with the popular kids.

I know I normally talk bunches of poo about various legions in the industry, but this topic is hard for me to break down comically. I see the utter need for Marketing, especially in today’s shaky economic climate.

First, you must start out with a PR company. If you do not have the cash for one then designate an employee with an outstanding resiliency to rejection to be your full time in-house PR rep. Your PR Company or PR rep will devote the time and follow though necessary to get the product placement and edits needed to give your brand street cred. Note: please take time and research PR companies before making a decision. There are many dumb-ass chicks running little PR co’s because they want to be “Samantha on Sex and the City” (hopefully without the herpes outbreaks)

Second, always have a PR liaison under your roof. This person will enable your PR Company to do the work necessary to receive edits and placement. This person should be outgoing and legit, as they will ultimately end up as the “face” of your company. Don’t pick Sally-I-don’t-talk or Susie-only-a-mother-can-love-that-face because, ultimately, we are all living in a material world. (I know, I’m mean but, it is so freaking true)

Third, do not be a cheap ass. You have got to pay to play. There is no way around it; if you don’t shell out the cash you won’t get the action. Your product still has to sell it self, but it will not jump onto the pages of Lucky Magazine because you sold Dept 26.

Finally, have patience!! This process takes time and persistence. You have to make your presence know before editors and consumers recognize your brand and product. Having a team of well-equipped individuals will help speed this process along and, if the stars align, make your brand a household name.

 xoxo

-Sheena Parks

Matisse

www.matissefootwear.com