Earlier this year, I was retained by DoodleBra to get them some press for their product. My initial meeting with Randy, Betty Ann Segal, Deborah Delaunay and one other person was to discuss how Midtown Marketing Group could help them grow their brand awareness. I explained – the rules of marketing change rapidly and public relations is front loaded. Most of the work is done in the beginning; interviewing them, learning more about them and their business, their product line, researching potential media outlets that would be interested in their press release or pitch, and preparing their pitch grid. (A pitch grid is a fancy name for a story-pitch tool that is visual and laid-out in grid fashion.)
Once the research is done, press releases, new product releases and pitches are written based on what is learned. The power of their brand relies on the ability to focus. That is why defining their target market would help to strengthen their brand's effectiveness. In the initial meeting, I saw fashion, teen entrepreneur, and party favor attributes as the assets that I could leverage. Once retained, we could flesh-out the strategy over a few days, and build-in the flexibility to roll with the punches. Mounting a visibility campaign and build awareness in target top-tier dailies, weeklies, long-lead monthlies, syndicated columnists, reviewers, radio and TV talk shows, and bloggers. Blogs also have comment fields, allowing users to leave comments and be more interactive with the blog author.
Their web site was good but needed to operate more like a product driven site. Who comes to the site should experience easy navigation and be able to find what they want. The web site works more as a digital, online brochure and information gathering site. Adding a shopping cart is a good idea, so when a buyer does come - they can buy. Randy said he was working with an India company to get that done.
I advised they would need an online press kit. They had the makings for one since they had been published locally; the information just needed to be re-structured and included into a link on the site called PRESS. (A press kit is a promotional package that includes press releases, tip sheet, bios, FAQ sheets, photographs of you, your business, product shots, logos, etc., reviews, published pieces and other pertinent information.)
It all boils down to budget. Different amounts get different things. I am, however, mindful of the budgetary constraints. Randy stated they would love to have press right away as they want to sell bras. I explained it does not always work that way, sometimes you can get the press right away and other times, the press picks you up when they have the need. I added that I could pitch them to my sales database. We could try and get a rep to rep his product but they generally want a line not just one product. Randy said he would retain me to pitch my PR and sales database. I pitched 1200 contacts including manufacturer's reps, resident buyers, QVC rep, television, radio, print and bloggers. And whala!
http://www.beautycutie.co.uk/2009/04/doodle-bra.html
http://www.pinkblog.it/post/3527/doodle-bra-decora-il-tuo-reggiseno-personalizzato
http://weblogs.baltimoresun.com/entertainment/crafts/2009/04/doodle_your_bra.html
http://www.lilyqtalksclothes.com/2009/06/doodled-all-over-that-shiz.html
Fab Sugar
Glamour Magazine
http://www.glamour.com/fashion/blogs/slaves-to-fashion/2009/04/all-of-that-plus-the.html
Lingerie Buyer Magazine
The View
http://abc.go.com/watch/the-view/167365/241870/the-view-1120
http://www.google.com/trends/hottrends?q=doodle+bra&date=2009-11-20&sa=X
http://news.google.com/news/more?pz=1&cf=all&ned=us&cf=all&ncl=di7yAlNt7j7lfaMFs4s_XGtQ-UI-M
http://blogsearch.google.com/blogsearch?hl=en&ie=UTF-8&q=Doodlebra&spell=1&oi=spell&sa=X
http://blogsearch.google.com/blogsearch?hl=en&ie=UTF-8&q=Doodlebra
http://hotissuestrends.blogspot.com/2009/11/doodle-bra.html
Sunday, November 22, 2009
Friday, November 6, 2009
Making a Product in China
The pathway to a successful product is challenging enough for big companies, but for the average person with a great idea, getting a product to market can be downright intimidating – to the point that many great products are never made.
Beyond the hurdles involved in getting a product in front of buyers and customers is the fundamental task of actually making a product. While it may be easy enough to make a prototype or two or ten, making 10,000 or 100,000 or millions of almost anything at a globally competitive price will most likely require an entrepreneur to manufacture overseas. Yet unless an inventor-turned-entrepreneur can assure a major buyer that their product can and will be available in quantity, there’s no real chance for growth.
As manufacturing in Asia, Eastern Europe and elsewhere becomes more standard operating procedure than strategic competitive advantage for businesses of every size, first-time inventors often find themselves slogging through the cultural quagmire of dealing with foreign languages, inconvenient time zones, different manufacturing standards, and unusual business practices – all real-world issues that are part of the process of off-shore manufacturing.
John Mulry, founder of Rescue Facts in Central Point, Oregon, www.rescuefacts.com is such a budding entrepreneur. John – a retired EMT– saw a need for a way to quickly provide emergency personnel with critical personal and medical information about the victims of automobile accidents. This basic concept led him to develop the Rescue Facts product – an inexpensive nylon wrap that secures around your seatbelt with Velcro. An embroidered universal medical symbol alerts EMS and Police that there is important health information inside.
Initial prototypes were well-received by potential customers and large scale buyers. His business was off and running. Their first production run was handled by a Southern California agent who got their product made in China , but at a price that left quite a bit of room for improvement. Working with me, John was introduced to one of my subcontractors, specializing in U.S./China business facilitation. He provides U.S. companies with a bi-lingual, bi-cultural, time-convenient channel of communication to sources of manufacturing in China through their partner in Guangzhou, which specializes in sourcing and facilitating all manner of manufacturing in China from low-tech to high-tech.
For Mulry, it was a perfect match. Not only was he able to shave a large percentage off his wholesale price, but he ended up with a much better product. From beginning to end, getting things made (and made right) overseas is all about communication. We first took John’s basic product description and drew up a detailed product specification that served as the foundation for the manufacturer to quote against. It assures that both sides understand what is expected – particularly when there are language and cultural issues involved.
Then we worked with both parties to write up a well-structured statement of work and quote. Once their order was placed, Rescue Facts had the opportunity to sign off on samples of every aspect of their production including materials, workmanship, printing and packaging and packing. Together, we work out the details of the process and troubleshoot the problems in both worlds so my clients don’t have to.
What can happen along the way? Lots of things. Most problems arise from simple mis-communication over details that are exacerbated by language, metric conversions, and a lack of technical understanding on the part of the entrepreneur.
First-time inventor/entrepreneurs often don’t understand the manufacturing process and what goes into mass-producing their product. The value-added of a subcontractor is that we not only address the East/West business issues, but also helps bridge the tech/non-tech gap between my clients and the Chinese manufacturers. This really can’t be done effectively by e-mail alone.
For Rescue Facts, the key to quality was both in the production process and in the shipping. Their first batch of products from their original Chinese manufacturer was basically okay, but the packages were unsellable. The product packages were packed improperly allowing them to be damaged in shipping. Mulry was disappointed with that first production run. But now that he is working with me - in English and during normal business hours – everything’s worked out fine. Everything looks good for this new international small business venture.
Beyond the hurdles involved in getting a product in front of buyers and customers is the fundamental task of actually making a product. While it may be easy enough to make a prototype or two or ten, making 10,000 or 100,000 or millions of almost anything at a globally competitive price will most likely require an entrepreneur to manufacture overseas. Yet unless an inventor-turned-entrepreneur can assure a major buyer that their product can and will be available in quantity, there’s no real chance for growth.
As manufacturing in Asia, Eastern Europe and elsewhere becomes more standard operating procedure than strategic competitive advantage for businesses of every size, first-time inventors often find themselves slogging through the cultural quagmire of dealing with foreign languages, inconvenient time zones, different manufacturing standards, and unusual business practices – all real-world issues that are part of the process of off-shore manufacturing.
John Mulry, founder of Rescue Facts in Central Point, Oregon, www.rescuefacts.com is such a budding entrepreneur. John – a retired EMT– saw a need for a way to quickly provide emergency personnel with critical personal and medical information about the victims of automobile accidents. This basic concept led him to develop the Rescue Facts product – an inexpensive nylon wrap that secures around your seatbelt with Velcro. An embroidered universal medical symbol alerts EMS and Police that there is important health information inside.
Initial prototypes were well-received by potential customers and large scale buyers. His business was off and running. Their first production run was handled by a Southern California agent who got their product made in China , but at a price that left quite a bit of room for improvement. Working with me, John was introduced to one of my subcontractors, specializing in U.S./China business facilitation. He provides U.S. companies with a bi-lingual, bi-cultural, time-convenient channel of communication to sources of manufacturing in China through their partner in Guangzhou, which specializes in sourcing and facilitating all manner of manufacturing in China from low-tech to high-tech.
For Mulry, it was a perfect match. Not only was he able to shave a large percentage off his wholesale price, but he ended up with a much better product. From beginning to end, getting things made (and made right) overseas is all about communication. We first took John’s basic product description and drew up a detailed product specification that served as the foundation for the manufacturer to quote against. It assures that both sides understand what is expected – particularly when there are language and cultural issues involved.
Then we worked with both parties to write up a well-structured statement of work and quote. Once their order was placed, Rescue Facts had the opportunity to sign off on samples of every aspect of their production including materials, workmanship, printing and packaging and packing. Together, we work out the details of the process and troubleshoot the problems in both worlds so my clients don’t have to.
What can happen along the way? Lots of things. Most problems arise from simple mis-communication over details that are exacerbated by language, metric conversions, and a lack of technical understanding on the part of the entrepreneur.
First-time inventor/entrepreneurs often don’t understand the manufacturing process and what goes into mass-producing their product. The value-added of a subcontractor is that we not only address the East/West business issues, but also helps bridge the tech/non-tech gap between my clients and the Chinese manufacturers. This really can’t be done effectively by e-mail alone.
For Rescue Facts, the key to quality was both in the production process and in the shipping. Their first batch of products from their original Chinese manufacturer was basically okay, but the packages were unsellable. The product packages were packed improperly allowing them to be damaged in shipping. Mulry was disappointed with that first production run. But now that he is working with me - in English and during normal business hours – everything’s worked out fine. Everything looks good for this new international small business venture.
Tuesday, October 27, 2009
Are Big Retainers Really Necessary?
I've been quite taken with the breathtaking ability of large Ad and PR agencies to demand up-front retainers that look at lot like a King's ransom. Now what we do is front-loaded to be sure, but I've been getting the feeling that a lot of the fancy retainers being paid in the market today are more about what the client will bear than the delivery of actual value. Ya think?So Midtown Marketing Group is working on a new model, that we will be announcing more formally in the near future. I wanted my blog readers to know it was coming. It seems to our group like a change in business-as-usual is in order, given the new economic realities. Cost-cutting and efficiency are now mandates, and at MMG, we get the message.
Look for an announcement next week detailing the specifics. If you're tired of big retainers and questionable value propositions, stay tuned.
Tina
Sunday, October 25, 2009
History Repeats Itself
I have been wrapping myself around the new catch words…Cloud Computing. It is the latest incantation being chanted by the IT Business World. It is being presented as a new idea but it really reminds me of the old mainframe computing of the 1960’s and early 80’s. Remember the days of when mainframes were the predominant model of computing, transitioning through the creation of the personal computer to ASP’s, managed services, Saas (Software as a Service), and now the new catch word…Cloud computing?
I remember the ASP (Application Service Model); it came right after the dot com boom. It was an acronym that had to evolve a few times too and had its buzz for a short time; it never really gained a strong business acceptance. Then the metamorphosis started and whala! The managed services market. This is basically what we all do in business. But to give you an idea, this is Wikipedia’s definition:
A managed services provider (MSP), is typically an information technology (IT) services provider, who manages and assumes responsibility for providing a defined set of services to their clients either proactively or as they (not the client) determine that the services are needed. Most MSPs bill a flat or near-fixed monthly fee, which benefits their clients by providing them with predictable IT support costs. Many MSPs now provide many of their services remotely over the Internet rather than having to perform on-site client visits, which is time consuming and often expensive. Common services provided by MSPs include remote network, desktop and security monitoring, patch management and remote data back-up, as well as technical assistance.
In 2006, Peter Sandiford, Intel’s Resource Center wrote this: With managed services, an Information Technology provider monitors your systems remotely, as if you have a full-time professional IT staff right in your office. From printers to e-mail to network maintenance to storage backup, managed services can keep your computer systems protected and operational.
Where I see this is channel partners aka the middleman. Channel partners is a term that came up with tech companies but the middleman has been around for years. Thank goodness. Think about how many middlemen there are in business: stock brokers, publicists, manufacturer’s representatives, food brokers, resident buyers, VARs, OEMs, MSPs (there’s that term again).
Computers have made our jobs busier and easier. The creations affiliated with computers like software have standardized or simplified our life. And for business, the commercial model varies. Instead of buying hardware, servers, etc., and creating our own network, thanks to the Internet we all can use the network. We are all trying to figure out how to make a living utilizing the new medium…Internet. True it is not so new but capitalizing on it, is constantly evolving.
So what I can figure out at this point is another term has been born. It basically takes what I have been doing for years for very small businesses, pay as you go. But cloud computing is more about a new management and commercial model than it is about a new technology per se. Or here just think of the Internet as the cloud.
I remember the ASP (Application Service Model); it came right after the dot com boom. It was an acronym that had to evolve a few times too and had its buzz for a short time; it never really gained a strong business acceptance. Then the metamorphosis started and whala! The managed services market. This is basically what we all do in business. But to give you an idea, this is Wikipedia’s definition:
A managed services provider (MSP), is typically an information technology (IT) services provider, who manages and assumes responsibility for providing a defined set of services to their clients either proactively or as they (not the client) determine that the services are needed. Most MSPs bill a flat or near-fixed monthly fee, which benefits their clients by providing them with predictable IT support costs. Many MSPs now provide many of their services remotely over the Internet rather than having to perform on-site client visits, which is time consuming and often expensive. Common services provided by MSPs include remote network, desktop and security monitoring, patch management and remote data back-up, as well as technical assistance.
In 2006, Peter Sandiford, Intel’s Resource Center wrote this: With managed services, an Information Technology provider monitors your systems remotely, as if you have a full-time professional IT staff right in your office. From printers to e-mail to network maintenance to storage backup, managed services can keep your computer systems protected and operational.
Where I see this is channel partners aka the middleman. Channel partners is a term that came up with tech companies but the middleman has been around for years. Thank goodness. Think about how many middlemen there are in business: stock brokers, publicists, manufacturer’s representatives, food brokers, resident buyers, VARs, OEMs, MSPs (there’s that term again).
Computers have made our jobs busier and easier. The creations affiliated with computers like software have standardized or simplified our life. And for business, the commercial model varies. Instead of buying hardware, servers, etc., and creating our own network, thanks to the Internet we all can use the network. We are all trying to figure out how to make a living utilizing the new medium…Internet. True it is not so new but capitalizing on it, is constantly evolving.
So what I can figure out at this point is another term has been born. It basically takes what I have been doing for years for very small businesses, pay as you go. But cloud computing is more about a new management and commercial model than it is about a new technology per se. Or here just think of the Internet as the cloud.
Tuesday, September 15, 2009
Need Funding?
I know, I know. You are probably thinking finding funds to finance your business venture may come from anybody or anywhere. But I have taken the time, over past 15 years, to create a list of over 4600 funding sources that came from everybody and everywhere. Whether your funding source is your spouse’s savings account, your friends, your family, your banker, or your customers…you need a story! Once we put your story into the hands of “the money”, you will be in the spotlight! You will carry your passion laden dream, along with rock hard numbers to the potential investor's ears, heart, and perhaps, even touch their soul! You may be exactly what they have been looking for!
If you have the equity, we can introduce you to banker types. If you have an emerging technology, maybe you don’t want to go into the manufacturing business then maybe an invention licensing executives would be right for you. Say your business is seed or start up, then you might be perfect for an “Angel”. These "Angels" are high net worth individuals who may have been entrepreneurs in their early days and now look for ideas, new companies & individuals they can embrace. They really want to succeed along with you. The "Angels" bring important business connections along with their money and can open many doors.
OK, you’re not a start up. Your Angel has taken you as far as he/she could and it’s time to breakout. It’s time for you to run your story past the big boys…our venture capitalist, investment banker, hedge fund manager, and merger & acquisition firm friends. Your dream has become reality and you need breakout funds to reach the next level. Your story doesn’t matter anymore, you’re a big boy or girl now and the numbers tell their own story. You may feel that you are in a race to reach the next stage of growth before competitive forces swamp you. We can put your name on the itinerary of the big boys and they will respond…if your numbers & your history can move them. Are your numbers attractive & your history impressive?
The essential ‘reaction’, is to take action! But where to start? An executive summary of your business in our hands will get the process started. We will present our synopsis of your summary to the “4600”. ‘Our portal’ is your access to potential investors who may be moved by the synopsis offered and are interested in getting more information. If they are interested, we will be contacted and we will turn these interested contacts over to you immediately so that they can hear your story directly from you. You will now be in control of ALL communications!
It’s that easy…only one issue remains…it’s not that easy! Connecting for you is hard work. “4600” is just a number to you. To us it is 4600 names, faces, phone numbers, email addresses, attitudes, synergies, investment goals, relationships, and trust…mainly trust…that we analyze and sort through. Take action NOW, your future is well worth it!
Whew, I needed to get that out. Now that was a sales pitch if ever I heard one.
If you have the equity, we can introduce you to banker types. If you have an emerging technology, maybe you don’t want to go into the manufacturing business then maybe an invention licensing executives would be right for you. Say your business is seed or start up, then you might be perfect for an “Angel”. These "Angels" are high net worth individuals who may have been entrepreneurs in their early days and now look for ideas, new companies & individuals they can embrace. They really want to succeed along with you. The "Angels" bring important business connections along with their money and can open many doors.
OK, you’re not a start up. Your Angel has taken you as far as he/she could and it’s time to breakout. It’s time for you to run your story past the big boys…our venture capitalist, investment banker, hedge fund manager, and merger & acquisition firm friends. Your dream has become reality and you need breakout funds to reach the next level. Your story doesn’t matter anymore, you’re a big boy or girl now and the numbers tell their own story. You may feel that you are in a race to reach the next stage of growth before competitive forces swamp you. We can put your name on the itinerary of the big boys and they will respond…if your numbers & your history can move them. Are your numbers attractive & your history impressive?
The essential ‘reaction’, is to take action! But where to start? An executive summary of your business in our hands will get the process started. We will present our synopsis of your summary to the “4600”. ‘Our portal’ is your access to potential investors who may be moved by the synopsis offered and are interested in getting more information. If they are interested, we will be contacted and we will turn these interested contacts over to you immediately so that they can hear your story directly from you. You will now be in control of ALL communications!
It’s that easy…only one issue remains…it’s not that easy! Connecting for you is hard work. “4600” is just a number to you. To us it is 4600 names, faces, phone numbers, email addresses, attitudes, synergies, investment goals, relationships, and trust…mainly trust…that we analyze and sort through. Take action NOW, your future is well worth it!
Whew, I needed to get that out. Now that was a sales pitch if ever I heard one.
Wednesday, August 19, 2009
The Firm - Our Practice
Midtown Marketing Group has evolved over a couple of decades of development. I opened the business with an emphasis on sales, marketing and pubic relations. In the ensuing years, MMG developed extensive databases of contacts in all three areas of focus. That is, we developed a database of investors and funding sources; a database of sales channel intermediaries, and, a database of key media gatekeepers and opinion makers.
The agency specializes in "the pitch." MMG works with clients to develop superior, attention-getting elevator pitches; business plans, investment marketing memos, and the kind of documentation required by traditional Venture Capitalists and Angels. Or, we generate the kind of press materials and pitch your business requires to build visibility, brand and message. Finally, MMG professionals with years of experience pitch your company's products or services to the kind of channel intermediaries; distributors, agents, buyers you'll need to get onto retail shelves or into the highest levels of the B2B market.The MMG team targets your pitch to the correct sub-set of our extensive target databases - based on your goals and objectives. We document the process, and provide our clients with regular updates and reports.
MMG serves clients nationwide - in a wide variety of industrial and institutional sectors. The company works on a project retainer basis, billing accrued hours against our monthly invoice. We are located in beautiful, sunny southern Oregon - which means we don't charge "big city" prices for our services. Tired of agencies that require hefty monthly retainers and produce very little results? Ping us, you won't be disappointed.
Best regards,
Tina
MMG
Midtown Marketing
The agency specializes in "the pitch." MMG works with clients to develop superior, attention-getting elevator pitches; business plans, investment marketing memos, and the kind of documentation required by traditional Venture Capitalists and Angels. Or, we generate the kind of press materials and pitch your business requires to build visibility, brand and message. Finally, MMG professionals with years of experience pitch your company's products or services to the kind of channel intermediaries; distributors, agents, buyers you'll need to get onto retail shelves or into the highest levels of the B2B market.The MMG team targets your pitch to the correct sub-set of our extensive target databases - based on your goals and objectives. We document the process, and provide our clients with regular updates and reports.MMG serves clients nationwide - in a wide variety of industrial and institutional sectors. The company works on a project retainer basis, billing accrued hours against our monthly invoice. We are located in beautiful, sunny southern Oregon - which means we don't charge "big city" prices for our services. Tired of agencies that require hefty monthly retainers and produce very little results? Ping us, you won't be disappointed.
Best regards,
Tina
MMG
Midtown Marketing
Wednesday, August 5, 2009
Welcome
Welcome to Midtown Marketing Group's blog. Based in Medford, Oregon, MMG serves the communications needs of small-to-medium size busineses, non-profits and institutions through our comprehensive website and databases of funders, sales & channel intermediaries; and, writers, reporters, columnists and correspondents.MMG serves start-ups as well as growing and expanding organizations throughout the United States. Our digital, Internet-based model leverages the latest technology to put your pitch in the hands of precisely targeted gatekeepers.
This blog will give me and our professional staff and partners a platform for sharing our practice, our clients and our experiences with interested readers. Of course we'll be focusing on our successful projects, but we'll also share the lessons learned along the way. Weblogs being what they are, journals in diary format, we hope to post regular notes and a few in-depth articles. So look for weekly updates, and we'll point toward a goal of two-to-three posts per week after all the kinks are resolved and we've achieved warp speed.
Best regards,
Tina
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