But I digress.  The purpose of this post is to say that at the midway point of my PR career I have found my “good.”  I am a builder.  I like to create things.  Once I started my namesake agency and tried on several different types of clients, at various life stages, I soon found my good spot.  Servicing young companies at the just-launched, but no one knows who we are or what we do phase has become a perfect fit.  I meet a new client with a great product or service, I see endless possibilities to create and build something special.

To that end, here’s a sneak peak at a new ad (yes, an ad, not editorial placement), we created for our client, UK based Tints of Nature.  They are a global beauty brand, available in 38 countries.  We are in charge of helping them to build their nascent but growing US business.  But why would a boutique PR agency be creating advertising?  Back to my original point – I am a builder.  Running my namesake firm has removed the impediments of layers and decision by committee, as well as silo verticals that many large companies suffer from.  We don’t work with big companies with big budgets.  We service the great ideas. Sometimes we do things that are not traditional.  If it helps our clients define their brand and grow their business, we build it.

A shout out to our fantastic graphic design partner, Omnibus Designs. We’ve worked with them for many years and we always look forward to the magic.

Happy building,

Kimberly

Preview of Ad for Feb issue Austin Monthly

The onslaught of DIY home décor and renovation shows tells us that we are taking on more DIY projects in our homes, but does this DIY mentality translate to our beauty routines?  Are we visiting the salon less and perhaps adopting a DIY mentality to our most cherished beauty routines?

We tapped into traditional research reports and online media coverage to find a few faq’s and news articles to support our hypothesis @ growth of DIY beauty.  We also looked at the proliferation of YouTube every day beauty stars such as Kandee Johnson, Michelle Phan, and Bubz Beauty. Some of our favorite, popular beauty blogs include MakeUpAlley, BeautySnob and Stylelist.  These all feature every day people as beauty experts, sharing and comparing all manner of beauty related topics.

Armed with this, our team of working moms (me) and college/post- college not-quite fashion slaves but enthusiastic, maybe-not-quite-addicted fashion trenders set out to test our beauty assumptions among our friends and friends of friends.  Our reach went West from Seattle, Portland, San Francisco, LA, to Southern cities Houston, Austin, Dallas, Oklahoma City, Tulsa, and East to New York.

We created an informal beauty survey, “The Economy Isn’t Pretty But I Still Look Fabulous.”  Our goal was to get enough anecdotal data to support our intuitions about DIY beauty in order to provide additional heft for our client’s upcoming launch of a new organic based, premium at home coloring and care brand.

Some interesting findings:

• Over 60% of respondents stated that a good hair day meant a more confident attitude
• However, almost 40% acknowledged that visits to the salon had decreased in the past year due to economic strain
• An even 50% color their hair
• Of all respondents, 40% color their hair at home (this surprised all of us but given the high concentration among college age folks, might make more sense)
• Given the choice of an organic based hair color product, over 60% of these same respondents would be interested in an organic product!

All in all, a fun way to tap into our circles and affirm our thinking.  Isn’t that what friends are for?

The requirements for our clients are simple:  1.  We have to love it 2. Be real with us (hyperbole or superlatives, no thanks), and 3. We are experts in the space.

This book publishing project presented us with an interesting challenge.  We are not book publicists and we have no expertise in the space.  Could we really help?  Always love a good challenge and we were motivated to make it happen for a friend we believe in.

We approached this project as we would a traditional PR campaign: extensive research to understand the market + process; identify key influencers (in this case literary agents are the major gatekeepers and influencers with publishers); create and qualify the database; develop pitch materials; customize each pitch to each target influencer; and hit go.  This of course is only the beginning of the execution phase, but I’m a huge believer in doing targeted research and qualifying BEFORE anything goes out the door.  Otherwise you are just doing PR for PR sake, hoping something will stick.

We are still deep into the process, but we have already begun to see some success.  Just yesterday, a top literary agent responded to our initial “query” and asked for the first 50 pages. A big win.  This is akin to a WSJ reporter or Architectural Digest editor (depending on your market) responding to your pitch (in a positive manner) and asking for additional information.

Everyone, it seems dreams of being published, becoming an author.  You would never know the publishing industry is undergoing a tremendous shift.  Corrective changes are clearly in the works.  Only the best, most nimble and digital savvy will survive.  This all contributes to make the space for published books more competitive.  It’s a tough space, exactly the type of challenge that is tailored made for us PR folks.  Bring it.

Our primary goal with the LOHAS NY events and media desk sides was to create a strong bambeco presence during Earth Day in NYC, the epicenter of national media.  Our goal was to further bambeco’s relationship with LOHAS (Lifestyles of Health and Sustainability); to reach new audiences with the bambeco story; and to grow the product placement outreach with key influential media outlets, primarily in the premium lifestyle and eco space.  While the editor desk sides were the clear win for this trip, all events contributed to a strong bambeco presence and new opportunities to tell the brand story in a meaningful and engaged manner.

Here are some pics from the LOHAS evening networking event at the Best Buy event space in SOHO.  bambeco staged a lovely vignette featuring summer collection along with iconic best sellers.  It provided a great opportunity for influencers to experience the brand in a meaningful way. Online shopping experience at bambeco is visually enticing and easy to navigate but nothing replaces a tactile experience, especially with a fashion-focused brand.  The first three images are from Liz Linder photography.  She was so fun to work with and clearly “got” bambeco’s look and feel.  Thanks Liz!

We also participated in an Earth Day media lunch at the amazing Rouge Tomate, the “greenest restaurant in NYC.”  Great media presence and amazing conversations around the latest in the eco space for industries from home décor to flooring and product innovations in packaged consumer goods.

Loved the place cards.  Will be stealing this idea for my next dinner party!

Beyond the media and influencers we met at the LOHAS events, we also had an amazing series of media desk sides for bambeco.  Several of our great media partners that we have romanced with the bambeco story over the last 2 years, such as Real Simple, Good Housekeeping, Country Living, Martha Stewart Living, The Daily Green all sat down with us to preview bambeco’s summer collection + core green essentials.  But we were even more thrilled to put bambeco in front of folks that have not been swayed (yet) by our storytelling!  Our meetings with All You, Bon Appetit, Health, House Beautiful, InStyle, and People were quite simply, some of the best desk sides I have attended.  bambeco did a great job sharing their eco vision, company and product story.

Hard to top such a rock star week, but you know we’ll try.  Now back to those follow-ups…

-Kimberly

Luckily I had some help navigating this new world.  Vaidehi is a senior member of our account management team.   Vaidehi (“Vai”) also happens to be a SXSW veteran from her days as a NYC based music publicist representing some very indie bands (read:  Bands too cool for me to have ever heard about!).

My primary observation:  the music world has its own language, hierarchy and style, that to an outsider requires some pre-briefing.  Following are Vai’s glossary of very important terms:

• Filter and Paste = established music magazines that throw core SX parties
• Fader = a fashion + music magazine that has the biggest SX parties
• Shoegazing = when a band endlessly distorts vocals/tunes in rock (Vai tells me there’s a lot of this with indie rock bands)
• Band members = easily recognizable, tight skinny jeans (they probably sleep in, because they look impossible to remove), biker boots, fitted graphic tees, disheveled hair.
• Music editors (hopelessly devoted groupies) = Similar to the band members they stalk, with a slight difference:  skinny jeans but with flannel shirts, sneakers, and often times fake glasses.
• Music publicists (glorified groupies) = Similar to editors – often vintage clothing, baggy skirts or shirts, fedoras.
• Band member’s girlfriends = retro chic.  The most pristinely dressed out of music-related industry.
• Mangers/Lawyers = always a blazer worn over a typical hipster outfit.

Some highlights from our tour:

Filter party, Paste party, CNN crew, Austin Convention Center (the SX mecca), and dropped by the BMF Media (famous for their client, Perez Hilton) private VIP retreat, which KSPR helped sponsor.  See images below:

All in all, a very good first tour.  I’ll be ready next year with my proper groupie attire.

Hook ‘em,

Kimberly

We put this video recap together for our awesome client, bambeco. Last year (2010) was our first full year working with this emerging, powerhouse eco-retailer.  It is always a challenge summarizing your work in any format, but I think we did a good job capturing bambeco’s story in this short video.  Let us know what you think!

Call out to Vance Spicer, a NY based music and video producer for creating this with us.  Surrounding ourselves with smart + creative people always makes us look good.

Best,

Kimberly

Although, PR should be such an integral part of any business, most business owners don’t approach PR with an understanding of how it fits into their overall business strategy.   My focus for the session was to provide a solid framework for thinking about a business-aligned communication strategy.  That is to say, to create guidelines for all external communications. Businesses need to have a proactive approach to PR as opposed to a reactive approach, i.e. they should actively seek PR opportunities that will move the needle on their business, not just respond to whatever might come their way. In order to create a true business communications strategy, PR should have a seat at the table when business goals are being mapped out.  If not, a true business aligned communications strategy is not a realistic goal.

When I launched my namesake firm almost 3 years ago, I began with a simple premise that has guided my business; I stick to what I know and love and the business will grow.  I was fortunate to have learned the craft and honed my skills while working with some of the most respected and beloved consumer brands, from Williams Sonoma to Nordstrom and many companies in between. An insider perspective is what is needed to create and sustain a brand that evokes a positive, loyal consumer response.  There is no magic bullet.  Understanding smart PR and being able to execute consistently in partnership with marketing is a powerful business driver.

Kimberly Strenk PR is a boutique lifestyle PR agency.  We focus on promising young companies in the premium brand space.  Premium is not about a price point.  In our lexicon, it means that a company delivers on their consumer promise.   Sound simple?  Companies have to do what they say they will do and offer up products and services that delights the consumer.   That is why we are successful delivering consistent and sometimes spectacular results; the story is real. That is when PR can be realized as a truly powerful and strategic asset.

With that, let’s jump right in:  Common (PR) Myths

Common Myths

• You need a big budget. Social media and proliferation of specialized boutique agencies makes it easier to do PR on a smaller budget.
• Editorial = Advertising. Editorial is not the same as advertising. Editorial is earned. Advertising is paid.  Talk about ROI!.
• If I could just get on Oprah. A press hit like this is a gift, say thank you and move onto a sustainable + strategic plan.
• It’s all about spin. Authenticity is the benchmark. Consumers have a voice because of social media.  Be real, be consistent and deliver on the consumer promise.  A company that relies on their PR agency to “spin” the story will not be sustainable in today’s environment of instant publication and connectivity.
• Just do it. There is no short cut. Competitive analysis and smart planning BEFORE execution will always pay dividends.

Simple Truths

• Be real. Avoid hyperbole.  Are you really the only, the fastest, the first and the best?
• Keep it simple. No jargon or trendy catchphrases, please.
• Focus is your friend. Prioritize.  None of us can do it all, all of the time.
• Let the story unfold. As your business grows and captures important milestones, always communicate the vision and let the facts speak for themselves.
• Share. So busy moving forward and executing day to day, don’t forget to communicate your successes.

Now that we have some basic ground rules, how do we get started?

Getting Started: Internal

• Who are you. What’s your story.  How did you get here?

• What makes you special. Understand what makes you stand out from the crowd.  Be able to articulate this.
• Identify key influencers.  Who are the people in your industry, in your marketplace and in your social circle who can impact your business?  Identify these influencers and prepare to reach out to these folks.
• Build your network.  You can’t do this alone.  From employees, to vendors and contractors, surround yourself with talented and smart people that can become trusted advisers beyond their individual contributor role.

You’ve done your homework, let’s start communicating.

Getting Started: External

• Feedback. AKA “friendly bullet proofing” is the first stop.  Ask people in your network to listen to your story and have them tell you what they think.  Do people outside your industry understand your story?  Are you compelling?  If not, why not?
• Prioritize your battles. Again, remember to focus and prioritize.  Don’t get discouraged and feel overwhelmed.  There’s a lot you could do.   What can you do today? And what can be pushed out?
• Be consistent across all touch points. Your brand should look and feel the same everywhere. Think about how adults process and learn, as espoused by “Consciousness of Competence” theory.  Basically, an adult has to see a message/new idea four different times to really process and learn it.   This theory of adult learning can be applied to branding as well. Logos, business cards, web sites, FB, twitter and messages all need the same look and feel.  Create an identity kit and share it with all your contractors and business partners who work on your behalf.  Everyone should speak with the same voice.
• Low hanging fruit. Long-term goals are essential to your business, but short-term goals will serve to give you momentum and open up immediate opportunities. Local based business?  Reach out to your local editor who covers your industry and book a meeting.  These folks are tasked to cover their beat in their local market.  They are always looking for great new products and services to share with their readers. Don’t make all your wins long term: you need some achievable wins in the short term, too.

The participants generated some great dialogue and discussion points.  I encourage them and you to post questions on our FB wall facebook.com/kimberlystrenkpr.

Here’s link to the PPT preso I used:  Austin RISE 2011, PR for Small Business.  Was this helpful?  Do you have other tips or best practices that worked for your business?

Best,

Kimberly

Kimberly Strenk PR 2010 Sizzle

I’m excited to see what this year will bring.   The holidays were filled with so much joy and energy.  Each moment with our 3 little girls was truly so precious and f-u-n.   It’s impossible to talk about my family without sounding saccharine, even to my own ears (!), but it is a very, very, sweet moment in our lives.  I am grateful.

I was also feeling the itch to get back on schedule.  It began slowly, intermittently, but increasing in velocity very quickly: thoughts, tangents, ideas, plans swirling in my head each night and again in the mornings.  So, before I dive headlong into this New Year, I want to pause for a brief moment and reflect on another growing year running my namesake firm.  Funny, when I incorporated the business, I really did not give it much thought beyond, well it’s a name I’ll remember.  I do recall I wanted to keep it simple. Clever or obtuse has never been my mantle.

There were so many ups, downs, hits, misses and amazing moments.  Too many to remember in one post.  It was a year of very focused media relations for all of our clients.  We kept a relentless focus.  In the premium lifestyle space, consumer magazines still rule.

We made great relationships and garnered wins in the new media/social media space.  However, the right placements in top-tier consumer magazines moved the needle, with measurable result to the bottom line for our clients.  Anyone in PR (read public relations, not just “publicity”) understands that so much more is involved than media relations, but it (publicity) is one of the most measurable and tangible returns clients, investors, other stakeholders, employees and especially customers, want to see.  Editorial wins still matter.  They are hard earned and still elicit that oh-so-fleeting, but triumphant moment of happy.  This year had many moments of happy.

I enter this year excited and prepared to move the needle a little more.  Thanks for reading.

Best,  Kimberly

In the world of fashion and home décor, the seasonal look book is a great tool to tell the product and design story to media, partners and other key influencers.  However, developing a printed collateral piece on behalf of an environmentally conscious company, is a challenge and necessitates a careful and thoughtful approach. Bambeco (www.bambeco.com) is a retail upstart working to define the home and décor space for all things eco.

Bambeco is online only (for now…) and they do not print a catalog because they haven’t found a way to justify the higher sales and marketing to offset the environmental impact of using the resources to print, produce and mail catalogs. So instead, the company relies heavily on PR and social media outreach to tell its story. Luckily, they have a very customer focused culture, a great story, easy to navigate website, and amazing seasonal collections that appeal beyond the conscious consumer.

Earth Day 2010 marked bambeco’s one year anniversary. They had a great opportunity to celebrate their anniversary in NYC by partnering with LOHAS (Lifestyles of Health and Sustainability) for a series of influencer and media events. While in the city, we also scheduled some key desk side meetings for founder and CEO, Susan Aplin. For all of these reasons and more, we convinced bambeco to create a limited run of a summer look book. We promised to be economical with the choice of content, produce the book on recycled paper and limit the amount of books we mailed to media.

The business choice to practice eco policies mirror those choices faced every day by families or individuals endeavoring  to live their values.  It’s overwhelming.   As a wife and mother, I try to make conscious decisions that mitigate my family’s footprint.  We eliminated plastic water bottles 3 years ago and use (almost exclusively) re-usable shopping bags.  I think twice before making purchases.  Do we need it, can we re-use what we have and so on.  On the other hand, I drive a SUV that holds the big, 5 point harness car seats.  This feels like the safest choice to transport my 3 little girls.  I hope to drive a fuel friendly car when my kids outgrow the big car safety seats…

Back to bambeco and their decision to print a look book.  The end result was a great branded piece that was incredibly well received. Even late into the season, we continue to garner enthusiastic and positive response to the book.   If more people hear their message and fall in love with the green product choice, then we can sleep a little bit better and justify the “cost” of producing a printed book.

It’s been a while since I’ve posted here.  Feels good.  Enjoy!

Best,  Kimberly

At bambeco, their eco-chic décor and home furnishings celebrate the planet’s most renewable and versatile resource: bamboo. All-natural, organic and recyclable, these innovative products are both stylish and sustainable, striking a perfect harmony for this season’s outdoor festivities.

Whether for hosting backyard bashes, intimate dinners or weekend guests, bambeco offers a green alternative for every occasion.  Check out the Summer look book top picks that we can’t stop raving about.

Eco Picnic Basket

MakuTeak Lounge chairs

Laminated Square Coasters

For the complete bambeco summer look book, click the bambeco summer look book.