#34 PR & MARKETING “TODD REED STYLE” WITH LIZ KANTNER

On today’s podcast, I got together with jewelry-lover and trailblazing marketing specialist Liz Kantner to have a very important conversation.

That’s right, whip out your pen and paper, because today we’re talking about how to get maximum exposure for your jewelry brand.

Though she started her career in healthcare then digital marketing for consumer brands, Liz Kantner is obsessed with all things jewelry.

When we first recorded this interview a few month ago, Liz was the marketing and PR specialist at Todd Reed Jewelry and handled all digital marketing and PR for the illustrious luxury jewelry brand.

She is now consulting for emerging, luxury jewelry brands. I had dinner with her last week and one thing is for sure, she has solid advice for how you can create a wonderful PR & marketing strategy just like she did for Todd!

My hope is that this episode will help you better understand how to position yourself as a designer and your brand in a way that gets your jewelry seen by the eyes of editors, bloggers and “potential” brand advocates!

What are you waiting for? Press ‘play’ below and let’s get started!

Click here to download the show notes

How to Connect with Press + Editors

Magazine editors and show producers get hundreds of emails a day, let alone the dozens of samples a week sent to their office. How do you make your jewelry stand out from the crowd? Two words: relationship building.

If you’ve ever taken our Laying the Foundation course here at Flourish & Thrive Academy, you’ll know we’re big advocates on building strong relations not only with your customers and clients, but press and other media outlets that will get your brand more exposure.

Liz recommends Instagram as the #1 tool

….to get the job done. Yes, instagram, and social media at large, can help promote your jewelry brand to the masses and prospective DREAM clients. But, did you know consistently following and liking posts of editors and staff of your favorite magazines, bloggers and press outlets can help building a social media relationship with their brand?

The relationship should follow a natural and authentic progression, too. As Liz points out, one great method is to “[follow] the editors you’re interesting in connecting with and commenting on the photos when you have something relevant to say… If they followed you back, then… it’s prime time to send an email about stopping in and doing a desk side or talking to them on the phone.”

Liz also mentioned one of the newest social media darlings, Periscope. Make sure you listen to the episode to find out how to do it right. You’ll hear about jewelry industry veteran Cindy Edelstein and her stellar use of Periscope. (Sadly, Cindy passed away in January of heart failure.)

Commit to Marketing Goals

It can be hard to gain the forward momentum you need to get your brand featured on big name websites, blogs, or magazines. While your designs must be what the press is looking for, getting featured in the press takes more than just luck. You must build up your pitching confidence, do your research, and – above all — commit to your marketing goals.

As Liz says in today’s episode, “You can’t just walk in assuming they’ll like your design and that’s the end of the story. It’s a lot of work on your end too.”

Instead of just saying “I want to be in Marie Claire,” you need to read multiple issues of Marie Claire to understand what they are covering, what the stylists use in photo shoots, and what stories they are trying to tell. Do your research and strategically plan your pitches to the tune of their specific editorial calendar for the year (which can usually be found publicly with a simple Google search).

Dig through our free PR and pitch resources here at Flourish & Thrive to kickstart your research, and mark up your own personal calendar (physical or digital) to jumpstart your process.

If you’re interested in hearing more about Todd Reed’s design process, Liz’s brilliant marketing campaigns, and more of our press-pitching conversation, don’t forget to take a listen to the podcast (above).

Important Links & Resources:
Liz Kantner
Todd Reed Jewelry
Cindy Edelstein

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8 Comments

  1. Andreea on March 29, 2016 at 2:38 pm

    Loved this interview. I’ve been to the Todd Reed store in Boulder and the branding is simply amazing!

    • Tracy Matthews on April 4, 2016 at 11:19 am

      Thank you Andreea! I’m so jealous, I’ve got to make it to that store some day.

  2. Danielle on March 29, 2016 at 6:57 pm

    Love this. I’ve loved his work for years and wonderful to know someone so down to earth and motivated is doing his PR. An awesome interview that was definitely a kick in the pants for me this morning.

    • Tracy Matthews on April 4, 2016 at 11:13 am

      I’m a huge fan of his too! And Liz is awesome at what she does. Thanks for listening!

  3. Cristina Tamames on April 1, 2016 at 6:19 pm

    Such good interview! Thank you so much beautiful ladies! It is always exciting to listen and learn from you! So refreshing and fun!

    • Tracy Matthews on April 4, 2016 at 11:12 am

      Thanks Cristina! I’m loving watching your business develop even more as we go.

  4. Heather Dear on April 30, 2016 at 11:26 am

    Fantastic as always! I was so busy doing LTF and B School I did not listen to any podcasts until now – which is great because I’m loving binging on them. So much wonderful information and I find it all so motivating.

    I would love a podcast all about the details of pitching or meeting with editors or independent shops. I am no where near ready to even think of getting a “desk side” meeting but if I did what do you bring? Do you leave samples? What’s the best follow up after the meeting? Also, having appointments with local shops to try to get my stuff in. What should I expect and how to come off professional when I have never done this before? How to pitch to places like Sundance catalog or Uncommon Goods?

    • Tracy Matthews on May 10, 2016 at 4:35 pm

      LTF and B School, love it! You are a busy lady. Thanks So much for the podcast idea. I’m will definitely keep it in mind for the near future. And in the mean time check out episode #31 with Olga Gonzalez all about jewelry publicity.

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