Interview with Jennifer Fortney [jfortney] on Whohub

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Up till now, what has been your professional career path?

Entrepreneur helping other entrepreneurs has been my career path for the last 10 years, and I enjoy it. It's so rewarding to watch public relations (my efforts) take an obscure company and make it, virtually, well-known over night, or within a month's time. It's completely different than working in the corporate world where you have to "create" stories, contests, etc. to generate PR for Fortune 500 clients. These small businesses and entrepreneurs have amazing stories, they have flexibility and ingenuity to do exciting, new things. It's so much fun because I see what's coming around the corner before others!

Please list web addresses where one can see something about you.

What is your stance as a marketing professional? What are you good at? What differentiates you from others?

There are so many elements of the marketing mix and people should find their expertise but understand the others. My degree is in Journalism-Business Communications (aka PR) and my education was diverse. I started off in general marketing after writing TV and radio news (a huge bonus to me as a PR professional because PR is really about generating NEWS and if you don't know what makes an interesting news story, you aren't going to do very well at PR) and then moved into PR. My background has helped tremendously, in fact today, what sets me apart is my ability to offer minimal business management consulting and overall marketing consulting. I understand how all the elements of the marketing mix work (advertising, PR, web, SEO, promotions, direct mail, social media....) and I actually consult clients on the best steps to support their PR campaign. Today, marketing IS integrated because of all the ways to market, so a public relations pro, or marketing pro of any kind, has to be more knowledgeable and diverse, and you have to have a great list of vendors who specialize in areas outside yours to offer clients.

A marketing strategy begins with an idea. How are yours born?

I work with small businesses and entrepreneurs - their ideas are pretty much already in place - I just take it to the next level of using that idea and creating a unique campaign that will draw media attention and make the company/entrepreneurs realize their dream of success. I have worked with clients that through PR, truly differentiating themselves from competition, and having a great story to tell (or stories, keeping them in the press) were able to triple their business in a year, quadruple and reach $1M in revenue in two years. I love being part of that!

In which market, products or services, are you currently working?

Our clients are mostly lifestyle consumer products and services and nonprofits - a broad range but anything that enhances one's lifestyle, and has meaning. This could include: Internet/IT, software, toys, food/beverage, restaurant/nightlife, fashion/accessories, green/organic, inspirational, health/wellness, arts/entertainment, events and events media management. We really like working with clients that have a deeper meaning or history to their brand.

Did this product exist ten years ago? And the brand?

What is the consumer or user like that you have to win over?

Today's consumer is smarter about marketing and branding and....it's hard to tie them down in one place anymore other than their car and the radio (if they aren't listening to CDs or satellite). And, they care. They're more savvy about a lot of things like health and eating well so you can't talk to them like they're stupid, instead you have to keep bringing the newest, hottest trends to the market. Finally, they want it simple, quick and NOW. In economic times like this, one could add in the word "affordable" to that list. It's key that a good PR pro understands the importance of being a journalist, knowing what media are looking for....otherwise, if you don't present this you aren't going to generate any PR for your clients.

What is the key to gaining consumer fidelity?

Rockin' customer service. It's part of the buying patterns of customers - learn, research, try, adopt, refer. The trial part, or any purchase for that matter, is a key opportunity for a company to differentiate itself and show it cares about customers. Consumers are more demanding for this today, and they should be. If they have a great experience with your company, they're are DEFINITELY going to refer your business, product or service to someone else. That's huge! When their referral has a positive experience it simply confirms their decision to shop/buy from you. If they don't, they will not only leave your company but they will tell everyone NOT to buy/shop from you. Also, special customer only promotions are a great way to reward your best customers. GREAT Customer service = loyal, longtime customers.

How do you determine what consumers think and feel? Is something more than qualitative research necessary?

I sit down and really think about the emotional impact/attachment consumers may have with a client, their product or service. What does it mean for their life? For me it's more than pushing mass consumerism, it's about changing people's lives, making them easier, and really, that's the hope of my clients. That's why they're in business. All of this, contributes to the great story that attracts media attention and consumers.

What type of communication are you utilizing?

Everything! We mostly use email and phone to pitch media, but social media (Twitter in particular) has been helpful to us in reaching new media, freelance writers and more.

Who/what is your competition?

There are a lot of boutique PR firms out there, and even people who think they can do PR because it sounds cool. The reality is that there are few that understand PR the way I do as a journalist, how it fits into the marketing mix or how social media has really created a new arm for PR. Most of our competition is people who don't know what they're doing when it comes to PR, unfortunately. They are typically young with little experience and see PR as something it's really not. There are even some so called "experts" out there who've never done one minute of professional public relations work in their career, and people are listening to them! This is scary to me and really the major issue for me with the Internet - anyone can "seem" to be an expert. I'm sure I'm not the only one, but we tend to get clients after they've been kicked around and even ripped off by unethical professionals. It's sad. Finally, we really are small business experts. Some our competition prefers to work on the corporate level, we don't. We find great joy in helping entrepreneurs become successful.

Moreover, we're the first to create a new, free service for media and small business called www.MyStorySource.com. We "group pitch" news story pitches from a variety of small businesses and nonprofits to media.

What differentiates your product/service from the competition?

* experience
* proven track record: hundreds and hundreds of media results - print, broadcast and online across the country and world
* background in journalism as a news writer/producer (know how to write a good news story that will attract media attention)
* diverse marketing background
* known for our "nose for news"
* respected by journalists and the industry
* focus solely on small business, entrepreneurs
* the ability to see the big picture scope of marketing
* expertise in working with small budgets and developing creative, affordable tactics
* long list of vendors we "match make" with our clients with
* we look at all of our clients as longtime friendships that will continue to blossom
* we desire to grow as our clients grow
* we really love being part of changing our clients' lives

How do you value the results obtained up to now?

HUGE! Results are huge and the joy of knowing there are companies out there that we've made successful, and changed the lives of entrepreneurs.

What is a better way to communicate your product: emotional or rational?

Both - marketing marketing is both emotional and rational to a small business. Everything is "personal" to as small business - it's their hard-earned money - and yet they want to learn about PR and marketing, because they understand it will benefit them.

What's your answer to the typical question: does marketing create nonexistent needs?

Depends on the industry, product or service you're marketing.....in some instances, most definitely yes.

In times of crisis sales of generic store brands rise. What should premium brands do or not do when faced with this?

it goes back to customer service and knowing that you will do what it takes to NOT lose a customer. Sales promotions, showing customers that you understand the difficulties of life at this time (Think "Mr. Mom" and Schooner Tuna ad). It's true, this really works. Boutiques, small business and prems hate to discount because they feel it cheapens their brand (and some should totally not take this route), but I think you would rather generate some sales than none at all, left sitting on old inventory you can't move. Being sensitive to your customers will be well-received and appreciated. In fact, you might even create stronger brand loyalty. I believe that if you can accommodate your customers and "suffer through" together, that they will remember and pay you back for the loyalty you've shown them.

Can you cite brands or well-known products that you admire for marketing brilliance?

Target - turned their advertising in-house. To save money, co-oped ads with products they sell.

Hollywood: Films - for their way of helping us escape the trials of today's world and everyday life for just a little bit.

Premium fashion brands - by simply loaning product to celebrities and key influencers, most couture and premium fashion brands have become household names, thanks to the gossip mags.

The consumer is king: have advertisers realised this yet?

Yes. Advertising has changed a lot in the last 20 years, including swapping positions with PR. It's a brand support mechanism now, so you will see adds being informative, but also more humorous. Their major concern is supporting other marketing initiatives to BRAND the company in the minds of consumers. In turn this encourages consumers to recognize, research....and start moving through the buying pattern.

Are we heading towards more individualised marketing and advertising?

I'm not really sure what you mean by this question.

What percentage of your marketing budget is invested in digital advertising and why?

50% - because we're in marketing we have to understand all forms of digital marketing and actually use it ourselves. The reality is that this is currently the number one way people learn about one another, pros they want to hire, companies, products, and more. The rest of our budget is invested in face-to-face interactions.

What is the most surprising thing you have learned about digital marketing in the last few years?

Social media comes in all shapes and forms. I've found that people on one particular form of social media SPAM members constantly, and they're rude! Another one completely surprised me by the level of respect 99% of the people have for one another.

A few years ago, it was said that online sales would end up killing traditional store sales, but that has not been the case: how can you explain this?

People still like to go to stores, hold the product, touch and feel it, even try it on. They may later choose to buy it online, but they are definitely going to a brick and mortar to see it first before investing. Also, it's a pain to order something only to be disappointed, have to send it back and so on. Buying online is supposed to make lives easier...

How do you evaluate the potential of social networks for marketing on-line? Do you really think there is a new 2.0 marketing paradigm?

Yes. Most definitely. It's proving itself to be real and alive every day.

What industry or market segment do you find attractive for devoting yourself to in the coming years?

I'm sticking exactly where I am. We do enough software/technology to ensure we'll always be on top of the game.

Be a prophet. What phenomenon will revolutionize marketing in the next few years?

I have foreseen for some time a shake up at large marketing agencies of every kind. The models don't work and some are changing with technology and the Internet, others are far behind. Social media and Internet entrepreneurs will only continue to surprise us in the ways they're able to connect business with consumers directly. Think about it, today a consumer has the ability to talk directly to Katie Couric or Richard Branson! Today's CEO's and heavy hitters are more accessible today than ever before, and it's really important to consumers. Moreover, I feel that Fortune 500's and other corporations are going to want to return to true, grassroots marketing.

Are you part of any professional networking sites? Has it served its purpose for you?

Yes, I suppose. The real idea is to introduce you to new people and you have to be responsible for taking it offline.

How do you do your own personal branding? What do you recommend other professionals do to position themselves in the job market?

DIFFERENTIATE - it's true for all marketing, including personal marketing. Make yourself stand out. If you can't find a job, take this time to volunteer for experience, find an industry professional willing to mentor you, do internships anything that is going to set you a part. For PR, I say take an internship at every kind of media so you can learn how it all works from every outlet's stand point, because in PR not every media wants the same story.

If you want to get into marketing you have to choose the category you want to be an expert in. I'm not going to hire someone with an advertising background to work in PR. The same is true for social media management and direct mail....you have to pick what are you'd like to work in and then do whatever it takes to become an expert that can bring something truly unique to an organization.

Trust me, as professionals this what we're always doing to attract new clients and we're committed to truly being different, honest, forthcoming, and results-oriented.

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