These days, anyone can be a journalist, photographer, videographer, or producer, says Lisa Lubin, owner of LLMedia. But not everyone has the right tools to be successful at it. LLMedia helps brands acquire the right tools to get publicity for their brand and helps them navigate the ever-changing media landscape.
Lubin’s session, “Get Noticed: How to Generate Free Publicity for Your Brand,” will take place on April 9 at the Specialty Food Association’s 2019 Business Summit in Chicago, IL.
Specialty Food News recently asked Lubin about what’s ahead for 2019 and the advice she’d give to companies looking to gain a foothold in their industry.
What are you most looking forward to at the 2019 Specialty Food Business Summit?
As a speaker, I’m most looking forward to meeting other speakers and the attendees. I kind of love networking, as you just never know how you might help or collaborate with someone down the road. As a food and travel writer, I’m excited to learn more about different food products and companies that may not be on my radar that could potentially spark a story idea. As a video producer and consultant, I’m always looking to help people expand their marketing efforts to include video.
What trends are on your radar for 2019?
I come from the media side, so the biggest trends I see are the huge growth in unique, digital marketing campaigns and the use of “influencers” on social channels.
How has digital media evolved in the last 10 years?
It’s evolved so, so much! I come from a broadcast journalism background, one in which just a select group of us were trained to write, take photos, and produce video. Now anyone can do it! It can be a bit tough for media and creative folks with so many “experts” out there now, but also gives start-ups and bootstrapped companies a leg up. Now they can do a lot of their own digital marketing and outreach at the click of a button. It’s cheaper and easier than it has ever been before. They can get some training and do some of their own social media marketing, blogging, photography, and video…before hopefully raising funding to then hire professionals to do it for them.
What advice would you give to companies just starting out?
Home in on your customer, develop a strong brand, and then market yourself and get some media attention. Your product can be amazing, but if no one knows about it, what does it matter? Now online, there are so many ways to market yourself — of course your own social networks, but also Facebook groups, Twitter chats, Instagram stories, Pinterest boards, LinkedIn posts, or through bloggers, influencers, etc. Then make sure to reach out to freelance writers and publications, websites, and blogs, that may cover your kind of product and pitch them a story idea (don’t pitch your product…pitch a story!).
from Foodservice http://bit.ly/2GcDnGg
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