Start Scale Succeed

Financing your dream brand can sometimes feel like a mammoth task

This weeks episode of start scale succeed I chat with Jeroo Doodhmal founder of a sustainable childrenswear footwear brand on how she secured over 400k of grant funding to develop her brand Pip and Henry.

Jeroo shares her insights into where to find grants and how to apply,

These are some of her top tips listen to episode 110 to find out more.

1. Research and prioritize grants that align with your specific business needs and objectives. Different grants have different focuses and criteria, so it's important to find the ones that best match your goals.
2. Seek feedback and advice from others who have successfully applied for and won grants. Connecting with individuals who have gone through the grant application process can provide valuable insights and tips for improving your own application.
3. Be persistent and apply to multiple grants. The competition for grants can be tough, so increasing your odds of success by applying to multiple grants is recommended. The feedback and evaluation from each application can also help you refine and improve future applications.
4. Utilize customer insights and data to strengthen your grant application. Providing data, statistics, customer testimonials, and evidence of customer research can bolster your claims and assertions in the application.
5. Demonstrate progress and effective use of previous grant funding. Grant bodies are more likely to provide additional funding if they see evidence of progress and effective utilization of previous grants. Showcasing incremental gains and building upon previous funding achievements can increase your chances of securing further funding.

Pip & Henry

Founder Jeroo Doodhmal

https://pipandhenry.com/

https://www.instagram.com/pip_and_henry/

Nicole Higgins

The buyer and retail coach

Nicole Higgins

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

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Barbie has grossed $1billion dollars in the last 17 days  

Unless you’ve been  living under a rock you’ll would’ve seen the marketing efforts from pink wrapped houses in the hollywood hills to clothing collaborations with Primark 

But as a small business or a start up you won’t have the same kind of budgets to promote your brand or your launch. 

But what can you do. 

Today I’m joined by Steven Moffat of organic publicity who played a part in the UK launch of Barbie and he is going to share his top tips on what marketing you can do when you are launching and how to really connect and create experiences for your target market. 

KEY TAKEAWAYS

Establish your elevator pitch that connects with your audience. 

Engage people's imaginations: Find creative ways to capture the attention of your target audience, even on a limited budget.

• Persistence is key: Stay motivated and continue promoting your product or service, even if the initial results are slow. Building momentum and generating buzz are crucial for success.
• Provide continuous updates: Keep the conversation and interest going by providing information about upcoming episodes or releases. This helps maintain engagement with your audience.
• Target the right audience: It's important to target your marketing efforts to the specific audience that is most likely to be interested in your product or service. Avoid a one-size-fits-all approach and tailor your content to the right market segment.
• Branding and storytelling: Create a narrative arc and find creative ways to communicate your message. Focus on branding elements that tie back to your elevator pitch and make your product easily identifiable. Tell the story of your product or service in an emotionally connecting way to build brand awareness.
• Provide value to customers: Instead of just selling to them, focus on providing value and benefits to your customers. User-generated content that is emotionally driven can be more effective in marketing than brand claims.
• Think creatively: Even if your product or service seems dry or straightforward, there is always a creative way to represent and communicate it. Use techniques like the "apple test" and the "keyhole test" to uncover emotional layers and hidden meanings behind your product.
• Have a global mindset: Consider how your product or business can be positioned in the market on a global scale, even if you don't have an international marketing team. Think about how to make the overall view of your product or business specific to certain key targets or markets.

Overall, the key is to engage people's imaginations, stay persistent, target the right audience, tell a compelling story, provide value, think creatively, and have a global mindset in your launch strategy.

CONTACT METHOD
https://www.instagram.com/thebuyerandretailcoach/
https://www.linkedin.com/in/nicolehigginsuk/
https://thebuyerandretailcoach.com/
https://thebuyerandretailcoach.com/newsletter-sign-up/
https://thebuyerandretailcoach.com/free-discovery-call/
https://thebuyerandretailcoach.com/blog/
https://uk.linkedin.com/in/steven-moffett-8832a3
Https://www.organic-marketing.co.uk

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Finding the right suppliers is key to the success of your business. In this episode I talk through where to find suppliers.
What questions you need to ask and what they will need from you.
Are you a small business owner looking for tips on finding the right supplier and pricing your products? Look no further!
We dive deep into the world of sourcing suppliers and calculating product prices.

KEY TAKEAWAYS

• Ask the right questions when narrowing down potential suppliers. Background information, minimum order quantity, and an understanding of their requirements are important factors to consider. 
• Consider where you want your products to be manufactured. Manufacturing in the UK offers benefits like smaller quantity purchase, ease of logistics, and the ability to visit factories. However, labor costs are higher. 
• Calculate your product price based on factors such as fabric, labor, trims, packaging, shipping, and logistics. 
• So whether you're a budding entrepreneur or an established business owner, this episode is a must-listen to help you navigate the complex world of sourcing suppliers and pricing your products.

VALUABLE RESOURCES

The Buyer and retail coach 

Nicole Higgins Links 

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

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Scared of selling and feel uncomfortable asking for the sale?
This week Fashion brand consultant Elizabeth Stile Joins me on the podcast to chat selling with ease and without feeling salesy
Elizabeth, dives deep into the world of sales and provides valuable insights on how to effortlessly promote your business and connect with customers.
One of the key takeaways from this episode is the importance of actively promoting what you have to offer. Many people underestimate the interest their customers have in their products, leading to missed opportunities. Nicole and Elizabeth emphasize the need to make it crystal clear that you have something for sale when promoting your business.
Creating desirability for your products is another crucial aspect discussed. Limited runs and a sense of scarcity can increase sales significantly. People want what others want, so portraying a lack of interest in your products is a big no-no. Instead, focus on building momentum and showcasing positive feedback to generate interest and desire in potential customers.
A central theme explored throughout the episode is the importance of approaching sales from a point of service. It's not just about selling; it's about genuinely solving problems or providing pleasure for your customers. Nicole and Elizabeth stress the value of equal exchange and encourage sellers to overcome the fear of undercharging.

Key Takeaways
1/Many businesses assume their customers aren't interested in what they have to offer and therefore don't promote it enough. But the truth is, the real reason their products don't sell is because they haven't actively sold them.n

2/ When promoting your business, it's important to make it clear that you have something for sale. There's a fine line between sharing personal aspects of your life and promoting your products, but it's crucial to provide details about availability, pricing, and launch times. 

3/ Building up momentum and showcasing positive feedback can generate interest and desire in potential customers. Approach sales from a point of service, adding a call to action to everything and taking the emotion out of selling. It's about creating value for both parties. 

4/ Personalize your interactions with customers by using their names when messaging them. This creates a sense of being seen, heard, and respected. Connecting with your audience on an emotional, human level is crucial for building lasting relationships. 

5/ To create a personal connection, consider sending voice notes. Not only does it lead to immediate responses, but it also helps build an emotional bond with customers. Sharing personal experiences and emotions allows customers to see themselves in you and builds trust. 

6/ People don't only follow for a nice product, but also to connect with the person behind it. Using DMs and voice notes creates a conversation-like atmosphere that helps build relationships. Showcasing your personality helps customers relate to you and your brand. 

7/ Your product should solve a problem or provide pleasure for your customers. They buy based on the perception of great value, desirability, or a cheap price. Don't compete solely on price, but strategically discount to attract customers. 

8/ Highlight the unique value and desirability of your product compared to competitors. Providing detailed information about your product's features and benefits can help attract customer interest. Remember to show your face in videos to build desirability and accelerate the customer journey. 

9/ Clear communication and guiding customers are crucial. People often like being told what to do, so provide reasons for your customers to stay engaged. You play the role of a traffic signaler, guiding them through their journey and creating a smooth experience. 

Recommendations
Words that sell 
https://www.amazon.co.uk/Words-that-Sell-Revised-Expanded/dp/0071467858/ref=sr_1_1?crid=3JMPTUZOXOHN5&keywords=words+that+sell&qid=1690318903&sprefix=words+that+sell%2Caps%2C80&sr=8-1

How to be a bad ass at making money
https://www.amazon.co.uk/s?k=how+to+be+a+badass+at+making+money&crid=1Q660YM579ZU&sprefix=how+to+be+a+badda%2Caps%2C91&ref=nb_sb_ss_sc_1_16

Oversubscribed 
https://www.amazon.co.uk/Oversubscribed-How-People-Lining-Business/dp/0857088254/ref=sr_1_1?crid=AQG2XYZW83EZ&keywords=oversubscribed+daniel+priestley&qid=1690318863&sprefix=oversubscrib%2Caps%2C79&sr=8-1

Nicole Higgins Links 
https://www.instagram.com/thebuyerandretailcoach/
https://www.linkedin.com/in/nicolehigginsuk/
https://thebuyerandretailcoach.com/
https://thebuyerandretailcoach.com/newsletter-sign-up/
https://thebuyerandretailcoach.com/free-discovery-call/
https://thebuyerandretailcoach.com/blog/

Elizabeth Stiles
https://www.elizabethstiles.co.uk/
https://www.instagram.com/elizabethstilesuk/

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Feel like you are banging your head against a brick wall trying to source factories to get your products manufactured? Todays Episode I chat with Kate Hills founder of Make it British whose mission is to keep British Manufacturing alive and helps connect entrepreneurs who want to make products in the uk with the factories that can produce
We discuss the impact of Brexit on manufacturing, the rise in prices of raw materials, and the difficulties in importing from overseas. With her expertise, Kate provides valuable insights on finding and working with UK manufacturers, from researching and defining a clear brief to understanding the costs and expectations of the sampling process.
Join us as we discuss the  world of UK manufacturing and it's future. 

Key Take Aways
The Importance of Clear Briefing for Manufacturers: "If you don't have those clear instructions, that example I've just given you could get back that's going to be the manufacturer' interpretation that you're going to get back. Chances are it's not going to be what your interpretation was and therefore you're going to have to get another sample made and another and sampling, because it's a labor, there's quite a lot of labor that goes into it costs more than production."
The Cost of Sampling in Manufacturing: "Manufacturers usually lose money on the sampling side. Even if they're charging you two, three times the production cost, because they've got that initial discussions with you, they're running through the tech pack, they're going through it with their staff."
The Importance of Labels and Packaging in Manufacturing: "You need to decide that early on because particularly things like labels sewn into garments, they can't start the work until they've got the labels there because they're going to have to be sewn in at some point or attached to the garment on the production line. They don't want to stop and start things."
Brexit and Rising Manufacturing Costs: the problem is raw materials. Raw materials, fibers, yarns, a lot of that stuff that we don't have locally here, even wool, because a lot of that comes from New Zealand. So prices have risen on raw materials and that  has had a big impact."
The Pros and Cons of Manufacturing in the UK: The positives to manufacturing in the UK . Shorter lead times, great communication with your manufacturer, not having to fly your product from the other side of the world, so a lower carbon footprint, the ability to go and visit the manufacturer so you can keep an eye on your quality, and actually the flexibility to not have to buy a huge amount of stock... China is going to be cheaper, particularly if you're not out there visiting the factory and buying direct, but you're having to go through a middleman."

Speaker Bio
Kate Hills is a seasoned professional with a background in design and buying. With over 25 years of experience, she has worked for renowned brands like Burberry and Marks and Spencer, witnessing the shift from UK manufacturing to overseas sourcing. Recognizing the potential disadvantages of relying solely on international production, Kate began to explore the idea of supporting local manufacturers

Kate Hills Links 
https://makeitbritish.co.uk/british-brand-accelerator/
https://makeitbritish.co.uk/
https://www.instagram.com/makeitbritish/
https://www.linkedin.com/in/katehills

5 Steps to Finding a UK Manufacturer mini course. Free with code NICOLE

https//www.makeitbritish.co.uk/5-steps

Nicole Higgins Links
https://www.instagram.com/thebuyerandretailcoach/
https://www.linkedin.com/in/nicolehigginsuk/
https://thebuyerandretailcoach.com/
https://thebuyerandretailcoach.com/newsletter-sign-up/
https://thebuyerandretailcoach.com/free-discovery-call/
https://thebuyerandretailcoach.com/blog/

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How do you create a brand that connects so deeply with your customer? In today's episode, Nicole is joined by Sharon Keegan, the founder of fitness brand Peachylean, to discuss the remarkable journey and growth of the brand. They delve into the strategies behind creating a brand that deeply connects with customers, exploring Sharon's story, Dragons Den appearance, and the success of Peachylean.

KEY TAKEAWAYS

• Peachylean sells more than just activewear—it represents confidence. Sharon started the brand after feeling unseen and unsupported in the wellness industry due to her postnatal journey. After noticing the lack of imagery and suitable activewear for postnatal bodies, she wanted to provide suitable activewear and empower others in similar situations.
• Through her experience working with other brands, Sharon discovered the importance of staying true to your story, values, and authenticity. She believes that by building a community that aligns with your brand, you will consistently attract customers who resonate with your product and those customers will be there for the duration.
• Peachylean do not Photoshop imagery as they want to empower women's real body types and show imagery of real women. They want to show that there's nothing wrong with real women.
• One of the biggest things Sharon has learned is to keep on top of your cash flow, really understand when and how your money is coming in and out. Having only recently come out of a bit of trouble with this, Sharon would recommend elongating the timeframes that you expect cash to come in. 
• Sharon built her brand's community by focusing on empowering individuals who often feel left behind. There are so many women who don’t get opportunities and support, those who may doubt themselves or feel stuck in life. Sharon believes that everyone needs someone who believes in them and she wants to be that person for others, giving them the confidence and strength to go after what they want.
• Sharon says it all begins with self-belief. Age or gender doesn't matter; anyone can start a business, even at 60. The biggest obstacle we face is often our own mind, doubting whether others will approve or criticise us. But here's the truth: "They," the ones we worry about, are usually just our own insecurities.

BEST MOMENTS
‘Stay true to what your core customer values and asks for’
‘I was sat in McDonalds and got a phone call from Dragons Den’
‘The video has 7 million views on YouTube’
‘Don't forget, “They” don't pay your bills’
‘Success can be anything you want it to be’
‘I love stories, I love women’s stories and empowering them’

EPISODE RESOURCES
Peachylean
P E A C H Y L E A N ®️ (@peachyleanofficial) • Instagram photos and videos
The Marketing Agency Sharon recommended - doodledevelopment.co.uk

ABOUT THE GUEST
At the age of 33 founder and CEO of Peachylean, Sharon Keegan, became a new Mam and struggled with postnatal depression. Being no stranger to throwing herself into adversity, Sharon decided to go back and study Innovation and entrepreneurship in University College Dublin. This helped her to not only overcome her anxiety and postnatal depression, but also compelled her to help other women who were going through similar experiences.
After designing and experimenting with multiple products, Sharon realised that her passion was in physical and mental wellbeing. Having found huge solace in exercise throughout her most arduous times, Sharon decided to create a product that she couldn’t find on the market: supportive, comfortable, excellent quality leggings that would not only support a woman’s shape, but would also help give them the confidence and self-esteem to move for their mind. Sharon’s mission was simple, to help women to silence their inner critic, to stop holding themselves back and discover their true potential in life, and to ultimately love them 'Self.'

ABOUT THE HOST
Buying & retail expert Nicole Higgins spent the last 18 years working for companies such as Primark, M&S, Debenhams and Asda, sourcing & developing products from all over the world, building strategies for blue chip businesses, and increasing bottom line sales and profit, adding over £40 million in incremental business to the bottom line.
Nicole now uses that experience and works as a consultant and coach for entrepreneurs and small to medium sized business owners, helping them start and scale their product businesses as The Buyer And Retail Coach (TM)
Join the Start Scale Succeed waitlist. How to start & scale a product business. A 12 Week programme:  thebuyerandretailcoach.com/startscalesucceedwaitlist

CONTACT METHOD
Website http://www.thebuyerandretailcoach.com
IG https://www.instagram.com/thebuyerandretailcoach/
Link to my blog https://thebuyerandretailcoach.com/blog/
TikTok www.tiktok.com/@thebuyerandretailcoach
LinkedIn linkedin.com/in/nicolehigginsuk
Email [email protected]
Newsletter https://thebuyerandretailcoach.com/newsletter-sign-up/
Book a call with me https://thebuyerandretailcoachltd.as.me/discoverycall

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After selling her previous fashion brand, Nicki Hoyne launched her first collection of crossbody camera bags in October 2020 and she followed in 2021 with her footwear collection. Nicki has a wealth of experience in both the footwear and accessories industry, being nominated for multiple awards. That’s why she’s the perfect guest to join Nicole on this episode of Start Scale Succeed to share with you her knowledge through her life story.

KEY TAKEAWAYS

• Nicki thought that her launch in October 2020 couldn’t have been a worse time, but the opposite was true as people were looking for feel good inspiring stories. They naturally wanted to know about this Irish, sustainable, female led brand.
• Before the brand launched, Nicki spent 6 months posting mood boards as part of her brand storytelling journey and secretly hiding her shoes in the background of Instagram posts.
• Nicki Hoyne is the name of the brand because the brand is Nicki Hoyne, it has her passion and personality in its DNA. As a founder this allows you to just let the brand be an extension of your personality and that helps sell the story.
• One of the things Nicki found the hardest was the design drawings, this is why she likes to surround herself with people who are talented at what they do. She brought in someone who she can explain the designs to and they make the technical drawings.
• Nicki Hoyne is handmade in Spain by master craftspeople. All materials are sourced as close as possible to the factory. Their factories are Leather Working Group (LWG) certified and their recycled materials are certified Global Recycled Standard.
• Nicki’s biggest pieces of advice are that nobody cares what you’re doing, just go for it, got for it today! Why are you waiting? Get that plan together, get that budget together and start 6 months before you need to.

BEST MOMENTS

‘If you lived your life backwards it would all make perfect sense’

‘It’s all about timing selling a business’

‘I would love to work with other people, I’m working alone so much of the time’

‘Surround yourself with people who are better than you at the things you’re bad at’

‘What I’d say to anyone is to aim beyond where you think you should’

EPISODE RESOURCES

Nicki Hoyne

Nicki Hoyne (@nickihoynecollection) • Instagram photos and videos

Nicki Hoyne (@nickihoyne) • Instagram photos and videos

ABOUT THE GUEST

Nicki Hoyne launched her first collection of crossbody camera bags in October 2020. She followed in 2021 with her footwear collection.

Nicki is nominated as “One To Watch” at the Drapers Sustainability Awards 2023. She has been nominated as an Image Businesswoman Of The Year in 2023 & 2022. She won Irish Design Institute’s Rising Star 2021 and Runner Up in the Design & Craft Council Of Ireland (DCCI)’s Irish Business Design Challenge 2021. Nicki Hoyne has been stocked at Brown Thomas CREATE in Dublin and in Los Angeles, New York & London.

Nicki previously founded award winning online accessories store, My Shining Armour in 2014. It shipped to over 40 countries and appeared in Vogue, Cosmopolitan & Grazia.  She is a TedxTalk speaker and had her own successful podcast, The Hero Podcast sharing inspiring stories.

Nicki is passionate about creating meaningful fashion accessories that are fun, unique and comfortable. She wants to inspire you to celebrate and cherish fashion, not just consume it and throw it away.  She created her collection to bring you fun, quality designs with a conscience. We celebrate individuality, vibrancy and a passion for well made, slow fashion products. She hopes to one day have a fully sustainable fashion brand.

ABOUT THE HOST

Buying & retail expert Nicole Higgins spent the last 18 years working for companies such as Primark, M&S, Debenhams and Asda, sourcing & developing products from all over the world, building strategies for blue chip businesses, and increasing bottom line sales and profit, adding over £40 million in incremental business to the bottom line.

Nicole now uses that experience and works as a consultant and coach for entrepreneurs and small to medium sized business owners, helping them start and scale their product businesses as The Buyer And Retail Coach (TM)

Join the Start Scale Succeed waitlist. How to start & scale a product business. A 12 Week programme: thebuyerandretailcoach.com/startscalesucceedwaitlist

CONTACT METHOD

Website http://www.thebuyerandretailcoach.com

IG https://www.instagram.com/thebuyerandretailcoach/

Link to my blog https://thebuyerandretailcoach.com/blog/

TikTok www.tiktok.com/@thebuyerandretailcoach

LinkedIn linkedin.com/in/nicolehigginsuk

Email [email protected]

Newsletter https://thebuyerandretailcoach.com/newsletter-sign-up/

Book a call with me https://thebuyerandretailcoachltd.as.me/discoverycall

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Nicole is joined by Sam Smith, the founder of HELLO TIME and the creator of the HELLO TIME Planner that has transformed how people organise their lives. With a keen eye for innovation and a dedication to helping individuals achieve their full potential, Sam has become a leading figure in the world of productivity and time management. She’s on Start Scale Succeed to share her story and give you advice on starting a stationery brand.

KEY TAKEAWAYS

• The HELLO TIME Planner offers a practical and intuitive solution for organising your daily life. Its thoughtful layout allows for effortless management of tasks, work schedules, family commitments, to-do lists, notes, goals, and ideas. With its minimal design and adaptable structure, the planner provides ample space to declutter your thoughts, maintain your schedule, store information, jot down reminders, brainstorm ideas, and find clarity.
• A lot of us are spending our time not doing the things we love, we’re often in auto pilot. We have about 4000 weeks on this earth so people need to be organised to avoid wasting that time. That’s how HELLO TIME came about, Sam wanted to start a stationery brand that was more than just that, one that helped people and businesses manage their time better.
• One thing that was important to Sam when launching her brand was that the planner itself was made in the UK and was high quality. She had seen a lot of bright pink planners that didn’t look professional and weren't items you’d be proud of. Having manufacturing in the UK allowed her to keep the quality high while also being sustainable and supporting other local businesses.
• Wholesale can be scary because you have to sell a lot more due to the lower margins, but equally to build a business and a brand you need more people to know about it and you do that by getting the product out there. Not every product needs to go wholesale, be selective about which ones you choose.

BEST MOMENTS

‘After a time of helping others successfully build their brands, I decided to put myself on the other side of the fence’
‘I want to turn it into a brand that helps other people with running their business’
‘You’ve got everything you need to plan in there, that’s its USP’
‘I make use of every millimetre on the page so you can use that space’
‘There’s no perfect time, at some point you’ve got to jump’

 EPISODE RESOURCES

HELLO TIME Planner & Time Gifting Stationery
Undated Planners & Time Saving Stationery (@hellotimeplanner) • Instagram photos and videos

ABOUT THE GUEST
Sam Smith is an experienced creative and branding specialist with over 27 years of design expertise. As the founder of HELLO TIME and creator of the HELLO TIME Planner, she has worked with various industries, from motorbikes to groceries, collaborating with multinational start-ups and small businesses alike.

With a focus on branding for print, digital, and environmental platforms, Sam has partnered with renowned brands like Virgin, Chinawhite, Mars, and McDonald's. Her approach combines creativity and brand-savvy strategies to deliver tangible commercial results.

After supporting others in building successful brands, Sam founded HELLO TIME following a period of burnout. Today, HELLO TIME continues to thrive under her leadership, marking four years of progress.

ABOUT THE HOST
Buying & retail expert Nicole Higgins spent the last 18 years working for companies such as Primark, M&S, Debenhams and Asda, sourcing & developing products from all over the world, building strategies for blue chip businesses, and increasing bottom line sales and profit, adding over £40 million in incremental business to the bottom line.

Nicole now uses that experience and works as a consultant and coach for entrepreneurs and small to medium sized business owners, helping them start and scale their product businesses as The Buyer And Retail Coach (TM)

Join the Start Scale Succeed waitlist. How to start & scale a product business. A 12 Week programme:  thebuyerandretailcoach.com/startscalesucceedwaitlist

CONTACT METHOD
Website http://www.thebuyerandretailcoach.com
IG https://www.instagram.com/thebuyerandretailcoach/
Link to my blog https://thebuyerandretailcoach.com/blog/
TikTok www.tiktok.com/@thebuyerandretailcoach
LinkedIn linkedin.com/in/nicolehigginsuk
Email [email protected]
Newsletter https://thebuyerandretailcoach.com/newsletter-sign-up/
Book a call with me https://thebuyerandretailcoachltd.as.me/discoverycall

Hosted on Acast. See acast.com/privacy for more information.

If you’re an existing product business, chances are you'll make an average 50% of your yearly sales in that last quarter, with a substantial part coming in the lead-up to Christmas. How can you capitalise on that and drive more people to your site? Increase your exposure so that people buy more products? Today Nicole is joined by Rosie Davies, founder of PR Dispatch, and they are going to be talking about getting press coverage for your business, particularly focusing on Christmas and getting into gift guides.

KEY TAKEAWAYS

• When pitching your product business to journalists the key thing you need to include is good  imagery. Include high-quality product images or videos that can be used alongside the article, making it more visually appealing. You also want to include some Lifestyle shots and some Behind the Brand shots to show off who you are. 
• It can be scary reaching out to someone for press coverage but it can be as simple as identifying a journalist who regularly posts features which fit within your niche. Then getting in touch with them and saying what your business does, who you are, and why it’s relevant. If you have a personal story to tell the better. This is who I am and how I overcame this problem. 
• To get your product into the Christmas lists and publications you really need to be pitching yourself in July. Monthly magazines will be compiling between July and September, weekly publications will be compiling between September and the end of October. Then the dailies and online will be compiled from October to just before Christmas. 
• Look at last year's gift guides, you’ll be surprised how many categories your product will actually fit into. 
• Themes that come up every year are gifts under certain price points, secret Santa gifts, stocking fillers, her, him, kids. You also see changing themes such as in 2020 there were lists for people who had started working from home. Most will be from small businesses but some lists are only small companies or ethical and sustainable brands. 
• Don’t find the contacts yourself, get access to press contacts databases because the person doing the lists will change pretty much every year. 

BEST MOMENTS
‘You are never ever too small to do PR. You should be doing PR for the lifetime of your business’
‘Journalists are looking for interesting stories and you’re helping them’
‘Last year there were over 29,000 products featured in Christmas gift guides’
‘About 60% of those products are just from small businesses’
‘It’s not about sales, it’s about brand awareness’

EPISODE RESOURCES
PR Dispatch
Rosie | PR Memberships (@prdispatch) • Instagram photos and videos
PR Dispatch will be hosting a free workshop on the 29th of June at 10am, covering How to use the summer to get press for Christmas 2023. Register your free place here.
Join PR Dispatch for the Christmas gift guide membership tour 10am, on 6th July to to guarantee a 2023 Christmas gift guide PR membership. Book your space on the tour here. You can learn more about PR Dispatch's fastest-selling Christmas gift guide PR membership here.
Watch PR Dispatch's ''10 steps to getting your products featured in the Christmas gift guides'' workshop. Access here.
Want your e-commerce business to reach thousands of new people this Christmas? PR Dispatch has written this piece explaining how you can, for free.

ABOUT THE GUEST
Rosie Davies-Smith is the founder of PR Dispatch, the UK’s first affordable PR membership platform supporting over 450 product-based e-commerce businesses to do their PR in-house.
After running a PR agency for over a decade, Rosie founded PR Dispatch in 2017 to give brands the insights, support and press contacts they need to succeed in PR for just 3% of PR agency retainer fees. Members include startup founders that do it themselves, established brands that delegate their PR to their team and in-house marketing teams at larger e-com businesses.
Thousands of pieces of both product and profile press have been generated through PR Dispatch. PR memberships start at £60/mo.

ABOUT THE HOST
Buying & retail expert Nicole Higgins spent the last 18 years sourcing & developing products from all over the world, building strategies for blue chip businesses, and increasing bottom line sales and profit, adding over £40 million in incremental business to the bottom line. She now uses that experience and works as a consultant and coach for entrepreneurs and business owners, helping them start and scale their product businesses.
Join the Start Scale Succeed waitlist. How to start & scale a product business. A 12 Week programme:  thebuyerandretailcoach.com/startscalesucceedwaitlist

CONTACT METHOD
Book a call with me https://thebuyerandretailcoachltd.as.me/discoverycall
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