How to Effectively Gain Press: An Interview with Kerry Bannigan

After studying communications at Sheffield Hallem University in the UK and completing several PR internships, Kerry moved to New York for a marketing position at a renowned architectural and acoustics firm. Within the span of eleven years she rapidly watched the the online era take control. What used to be telephone calls, in-person presentations/interviews and printed media kits has now been replaced with email, video conferencing, websites and PDFs. Social networking is now also key to many types of industries. Networking events are still as powerful as ever, but these days Kerry believes there are many more options and creative angles being added.

BloggingStocks: What are some ways for emerging entrepreneurs to get more press?

Kerry Bannigan:
1. Have a consistent brand appeal. It takes time for people to learn about you, but if they continue to see the same logo, images and motto then it becomes recognizable
2. Have a strong message. Why would the press want to cover you? What stands you apart of others?
3. Be relevant. What is happening in the news today that your company can relate to?
4. Be creative. Think of fun yet smart angles about your brand
5. Give back. Getting involved with meaningful causes that you believe in has multiple benefits; you are helping others but also are on the receiving end of positive publicity.

BloggingStocks: What are some aggressive press techniques that work that you would recommend?

Kerry Bannigan: Do not stop. Nolcha's strength of continual press coverage has been due to our constant program launches, partnerships and expansion. Never harass the press. They receive many requests, and if they like what you sent then they will respond. Be respectful of this.

BloggingStocks: How do you monetize on your services, and have you experienced a shift in demand in the past two years? How have you recession-proofed your strategy?

Kerry Bannigan: All of our services, except for the Fashion Entrepreneur Report, are financial commitments. Nolcha also has a revenue stream via sponsorships; our events are supported by world-known brands such as Coca Cola, Aveda, Paul Mitchell and Starbucks, who allow us to offer the cost-effective programs that we do for the fashion designers and retailers. In the past two years there has become a growing demand for all of our services, but most of all for our fashion week activities in New York and London. Nolcha has become a respected platform within the fashion community and thus inevitably more people are aware of us and therefore there is an increase in demand for our services. Nolcha has always worked to benefit our client, especially financially, and due to our constant cost effective packages we are able to withstand the recession and actually increase our revenue, not experience losses. To strengthen our business model during the recession we offered group packages that further spread the cost amongst our clients. Strategic partnerships throughout U.S. and UK with top companies have also been a great benefit.

BloggingStocks: Who are some of the best PR people with whom you have worked?

Kerry Bannigan: Finding a publicist that you can trust with your brand name and to deliver is a major part of the battle. However, once this happens the results cannot be unlimited. I am happy to say that over the past seven months I have discovered this in he U.S. and UK for the expansion of the Nolcha brand. Cindy Carrasquilla handles various projects for Nolcha primarily in the New York market. Her creative ability to make things happen is astonishing but a new standard for the PR world that I have become accustomed and her in-depth understanding of the Nolcha brand and its various, ever changing components is key. Rebecca Kussman, founder of Bettie Bomb Inc. in Chicago handled the debut of Independent Retail Week: Chicago and delivered beyond our expectations with a strong and consistent online, TV and print campaign. Nolcha recently did a project with Ask.com during London Fashion Week. The internal PR team, as led by Nadia Kelly and Sarah Bartlett, were enjoyable to work with as they were open to being creative, encouraged adding fun elements while delivering a strong message to an existing and new demographic.

BloggingStocks: How about some tips on how a business can effectively go about getting sponsorships or partnerships?

Kerry Bannigan:
1. Have a professional, easy to follow and concise information project package available for potential partners to review. Always include what both parties have to deliver.
2. Highlight the benefits of your project. Brands get offers all the time for partnerships and sponsorship opportunities. What will you deliver that others cannot?
3. Contact the right person. Do your research and do not simply contact anybody at the brand; get to the right person and you will more likely get a response.

BloggingStocks: Would you tell us about how you started a business by creating opportunity for entrepreneurs in the fashion industry?

Kerry Bannigan: While working in corporate America, I spent a lot of my social scene in the fashion industry. I would see the creative talents of the industry but also hear the struggles of handling financials, websites and manufacturing and more so the obstacle of becoming known in such a competitive field by the right people in media and retail. After research I discovered that there is not one hub for the fashion entrepreneur to grow their business via a cost-effective professional platform, specifically for fashion designers and retailers. This is a niche market with niche needs even though there are business owners. I listened to what these business owners needed and began growing Nolcha: Fashion Business Services around this. Each product and/or service that we offer is from demand or need of the fashion entrepreneur. To this day my team is constantly at the forefront of the industry and on the ground listening to what is needed, what are the current obstacles and what could we deliver as a solution.

BloggingStocks: What services do you offer and how you have integrated an online portal to enhance your business?

Kerry Bannigan: Nolcha: Fashion Business Services offers a comprehensive suite of tools for the fashion entrepreneur via business services, events and online. The business services comprise of branding, market research, buyer's kits, look books and items related to the running of a fashion company. Nolcha Fashion Week, simultaneously held with New York fashion week, is our landmark event where we showcase independent fashion designers from around the world to media, retailers and industry decision makers. Independent Retail Week, held in New York and Chicago with expansion to Philadelphia and San Francisco this year, is held as an economic boost for the fashion retail business owner. The week-long event highlights independent fashion stores via city wide PR campaigns, printed shopping guides, partnerships with local media and a range of in-store events and activities. We recently launched the Fashion Business Conference, a full day of industry expert-led interactive panels and thought-leadership discussions that delivers key content to the independent fashion business owner by industry experts, providing an additional platform for initimate networking with industry executives and decision makers. The Fashion Entrepreneur Report is our online information portal with articles ranging from trend reports, business statistics, industry coverage and interviews with industry icons and leaders. The online portal has allowed us to maintain a loyal following and have a trusted presence within the online world by delivering much needed business advice and guidance. In essence it is a strong marketing tool for us as we are discovered by talent all over the world that read our articles and then up sell into additional Nolcha programs.

BloggingStocks: What events do you have coming up this year?

Kerry Bannigan: We have a busy year ahead of us. Here is a quick snapshot of my events calendar:
May 20: Fashion Business Conference -- NYC
June 4 - 13: Independent Retail Week: New York
June 14 - 20: Independent Retail Week: Philadelphia
September 13 - 16: Nolcha Fashion Week: New York
September 19: Nolcha | London Fashion Week October: Independent Retail Week in Chicago and San Francisco.
Aside from the above, we have networking events each month as well and I am involved with a variety of conferences and guest speaking opportunities. I am also on the Board of New York Entrepreneur Week, April 12 to 16 2010.