Posts Tagged ‘Lauren Shapiro’


Creating a Successful Elevator Pitch

Monday, October 24th, 2011

Lauren Shapiro*

iStock_000013177296XSmall“So… what does your company do?”

How many times have you been asked this question? What is your response? Whatever it is that is your elevator pitch… the 15 second – schpeel (or the amount of time it would take you to ride an elevator) you give to someone who has no idea what you or your company does. It is a simplified, condensed version given in layman’s terms to explain the complexity of your inner working knowledge of the industry and your organization. The goal of the elevator pitch is to leave the listener with not only an understanding of your company/service but with some excitement and curiosity.

According to an article on MoneyWatch.com by Robert Pagliarini, “An elevator pitch isn’t about cramming as much information into a minute as possible. A well crafted elevator pitch is much more about finesse. It should evoke emotion more than thought.” 

 Elevator pitches are used more often than you may think! They are used at the initial stages of selling (whether you realize it or not), during networking events or just in passing. But what are the key components of an elevator pitch? According to Pagliarini, an elevator pitch must contain the following elements:

  1. A “hook.” Grab the listener’s attention with either a question or statement that gets them interested and wanting to know more about your clients, products, or services.
  2. About 150-225 words. Keep your pitch short. Remember, this is an elevator ride not a plane ride.
  3. Passion. If you talk with gusto and excitement… they will also be excited!
  4. A request. When finished with your pitch, be sure to exchange business cards and request a time to discuss in more detail.

The key to an elevator pitch is to be confident. This is your job, your company and your industry… you know what you are talking about! 

Do you have any tips to share about elevator pitches?

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*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce

2011 PRSA International Conference Orlando

Monday, October 17th, 2011

PRSA International 2011 - BurrellesLuce Tressa Robbins, Lauren Shapiro, Johna Burke, and Crystal deGoede

The ladies of BurrellesLuce are all ears (and a tiara!) at the 2011 PRSA International Conference in Orlando, Florida. From left to right: Tressa Robbins, Lauren Shapiro, Johna Burke, and Crystal deGoede.

Stop by our booth to see a demo of the Media Outreach, Media Monitoring, Media Reporting and Social Media Monitoring modules of BurrellesLuce WorkFlow and for a chance to enter one of several drawings for prizes. And let us know how you’re enjoying the conference!

Celebrityism and the Next Wave of Social Networking

Tuesday, July 12th, 2011

Lauren Shapiro*

myspacelogo-BracketThere is no doubt that celebrities play a huge part in the advancement of brands, whether appearing in social media, TV and print ads, or generally endorsing a product or company.

Celebrities are written about everyday and provide us all with water cooler fodder and their involvement in any organization is shouted from the rooftops in hopes of seeing more articles and blog posts publicizing said organization. PR firms release press releases, photo-ops are staged and having a celebrity as the face of your company draws more attention than ever.

After purchasing MySpace for $35 million, Specific Media announced that singer, dancer, actor (and now business tycoon) Justin Timberlake would be both “part owner and creative force” for the newly purchased social network, according to an article on MTV.com. Although Timberlake’s role in the rebranding of MySpace is interesting news, how much authority will he truly have?  Will Timberlake be a true partner or merely a celebrity spokesman?

Timberlake has yet to make any official announcements about the rebirth of MySpace. (We’ll all have to wait until August 17, 2011 for that…) But if early buzz is any indication, he may well be on his way to revamping the one-time social media giant to “be what it should have been,” Timberlake remarks during a recent interview. Early reports suggest that he is “considering a talent competition as one way to breathe life into MySpace,” explains Johnny Wright, Timberlake’s manager, in this CBS News article.

“There’s a need for a place where fans can go to interact with their favorite entertainers, listen to music, watch videos, share and discover cool stuff and just connect. Myspace has the potential to be that place,” says Timberlake in this press release. “Art is inspired by people and vice versa, so there’s a natural social component to entertainment. I’m excited to help revitalize MySpace by using its social media platform to bring artists and fans together in one community.”

In some ways it makes sense to start the rebranding process with a part owner/celebrity who is highly regarded in the music industry, especially when a social media site such as MySpace has long been associated with music and entertainment. But let’s remember, as some comments (like those left on this Gothamist post) suggest, playing a role in The Social Network and actually leading one are two vastly different things.

Still, it will be interesting to see how much authority Specific Media really gives to Timberlake long term and whether this latest acquisition will spark a new trend of celebrity-partnered social media sites.

Do you think Timberlake will be able to help steer MySpace in a new (and hopefully successful) direction? And what features would you like to see on the site? Share your thoughts in the comments below.

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*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce

It’s [NOT] The End of the World As We Know It

Tuesday, May 31st, 2011

Speaking through megaphoneLauren Shapiro*

The world may not have ended on May 21st 2011, but Harold Camping surely secured a place for himself in our history books as the man who convinced [some of] the world that the beginning of the end was near. Though it wasn’t the first time he made such predications, it was, perhaps, the first time that such an elaborate advertising initiative was implemented for such an occasion.

Through billboards, advertisements on buses, and the infamous camping trailer that transported dedicated followers spreading the message, “Judgment Day – the Bible guarantees it,” how could you not take notice of the FamilyRadio.com campaign? Whether you emptied your life savings in preparation for the rapture, were a little nervous around 6pm or did not buy into it at all – the nation was talking about Harold Camping and his radio station.

Regardless of Campings’ [clearly] incorrect prediction about the end of the world – one must give him credit for the sheer genius of his marketing campaign. Social media was a-twitter about the predictions sparking end of the world parties and hash tags like #rapture. People even spent their life savings to purchase billboards! But, the true magnificence of the FamilyRadio.com marketing campaign wasn’t the message itself; it was the viral nature at which it spread. Everyone from the Huffington Post, as seen in this article, to this post from National Geographic continue to talk about Harold Camping and FamilyRadio.com.

Print, online, and broadcast media all covered the “end of the world predictions.” So, did Harold Camping truly believe that the end was near or was his radio show desperate for more listeners and more money? Probably both.

Regardless of the hoopla Camping caused, it is essential to give a nod to the art of marketing. Camping and FamilyRadio.com prove yet again that it’s not what you’re selling; it’s how you sell it.

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*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce 

Top Five Most-Read BurrellesLuce Fresh Ideas Posts in May 2011: Twitter Chat Transcripts, MySpace vs. Facebook, and more.

Friday, May 27th, 2011

Twitter Chat Transcripts twitter-bird-2
BurrellesLuce has made it easy for you to see the latest transcripts from the industry’s top social media chats and community events all in one place.

 

MySpace vs. Facebook: Which Site is the Current Cool Kid? MySpace vs Facebook: Who is the current cool kid? (A BurrellesLuce Image)
Sometimes it’s not so easy to tell “cool” from “un-cool” – especially when it comes to social networks and professionals who want to be with the “in crowd.” Although Facebook trumps MySpace with their overall number of users, organizations debating on which site to use should research the demographics and lifestyles of the key users they wish to target and focus their message and branding appropriately. Then they can be sure that both their company and clients are “cool” because they resonate with the preferred target audience.

 

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