"Michael" Movie Case Study: How to Use Event Activations for PR, Sponsorships & Community Visibility

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So, are you ready to PR yourself?
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We'll remove the mystery from all things PR and we'll discuss everything from our top strategies to tips and tricks and everything that you can utilize to further enhance your brand or your message.
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I've been in media, I'm a journalist, and I'm also a publicist.
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I am Leah Frazier, CEO of Think3Media, and your host for PR Yourself with Leah Frazier.
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Let's go.
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And welcome back to another episode of PRYourself with Leah Frazier, the space where entrepreneurs, creators, and go-getters learn how to elevate their message, own their narrative, and build the visibility that they deserve.
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I am your host, Leah Frasier, CEO of Think Through Media, based out of Dallas, Texas, and I am so excited to be here with each and every one of you.
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I am literally on a high, but also overcoming some sickness.
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If you can't tell, I'm a little bit congested.
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I just got back from sunny South Africa as well as Zimbabwe, Botswana, Namibia, and Zambia.
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I just had the best time.
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I was able to do some safaris while I was out there.
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We did a river safari, just seeing the animals, was able to be with my fiance and his family.
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So if any of you are new listeners, my soon-to-be fiance is from Johannesburg, and uh I am soon to be a South African wife or a Makoti, as they would say.
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But, anyways, it has been a blast just traveling the world, um, just really enjoying the fruits of hard labor and really just trying to do a lot more of the things that I love, even if that means pulling back in some areas and doing so unapologetically.
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So, if if you want to take that as your clue to evaluate um, whether it's now, next week, or the next month, some things that you can do just to bring you joy, whether that's just reading a good book, having a glass of wine, stepping back from the computer, because this stuff is gonna be there tomorrow, whatever it is for you, I am giving you permission to do so.
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Because let me tell you, I'm doing it.
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So, anyways, I'm so excited to bring you this episode.
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I've actually been wanting to bring this to you guys for about a month now.
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And but due to travel and just work has been extremely busy, it's been really, really hard for me to get this up.
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So, giving this to you straight as it is, this episode is all about thinking outside of the box, okay?
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And I'm sure there's some other publicists that can agree with me that oftentimes when folks hear the word PR or public relations or think of a publicist, you only think about media outreach as the medium between you and your target audience or your visibility.
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It's like I have to get on TV, I have to um be on that podcast, or I have to be on the radio or in the magazine.
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And there's so many other ways beyond that to maximize on your publicity that I think we're leaving a lot on the table.
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And it really is up to those who are a little bit more creative who are going to see the best shine nowadays.
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So, one of the things, way, way, way back when I started this podcast episode, a dear friend of mine, Cynthia Smoot, came on and we talked about events and event event activations.
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And the reason why was because we were in the middle of a pandemic and it took when you know, when we were in the middle of the coronavirus, it took away our ability to be in front of one another.
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It for publicists, it took away our ability to go into the studio and to have new segments with our clients or to do radio interviews.
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We really had to be creative and think outside the box.
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And one of the things, if you go back season one, I think one of our very first episodes, Cynthia came on and was talking about how to PR yourself with events virtually.
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And so that was one of the things that, like, for fundraisers, nonprofits, where the majority of their money is made with in-person events and activations, they really had to hop, skip, and a jump and figure out what the hell are we gonna do?
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Because we got to raise this money just because you know the pandemic is here, is not shutting down the organization.
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And so Cynthia was one of those masterminds that really helped her clients to figure out how to use events as a medium to reach in their audience and their marketing and PR goals.
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So segueing is a little bit different because we are all outside, honey.
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Like we we are outside, we are doing events.
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I'm events out, let me just tell you.
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I live in Dallas.
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There's like, I feel like there's four events a day.
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There's a happy hour, there's a gathering, there's a networking event, there's a conference, there's a summit, there's a brunch, there's an evening brunch, there's a reverse happy hour.
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Dallas is popping, and and I'm not complaining, I'm just not at that age anymore where I can just consistently go to these things.
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But all that to say is that people are longing for community and connection, and they want to go out.
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And so, one of the ways that you could PR yourself or your brand is thinking of how can I gather my community or what fun way can I bring my community together in person in order to further provide visibility for my brand or to reach any sales and marketing goals that I may have.
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And I'll just pause right there.
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It doesn't always, and then people hear a vent, and the first thing you think is dollar signs.
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It does not always equate to large sums of money.
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There are ways that you can do it that don't hurt your pocketbook.
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Uh, where I'm trying to think of one of my uh sales and marketing coaches, I think he calls it other people's money.
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So instead of OPP, is OPM using other people's money to fund your idea.
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That's another way.
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Um, but I know of so many more people, especially right now, when human beings just want to connect.
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We want to connect with the person behind the brand, we want to connect with the business, excuse me, behind the brand before we give you our money.
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And so in-person events, while not all the time feasible, but if they are, are a great way to provide visibility for your brand to connect with your audience and to truly see some ROI, right?
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So when we come back from the break, I'm gonna talk about, I'm gonna walk you step by step literally what I did with a client of mine that reached out and wanted to do an event activation.
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Now, mind you, he didn't reach out in enough time.
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I still made it happen, but uh give yourself time, folks.
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Stop doing shit at the last minute, but I digress.
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Anyway, so he reached out with an event activation for a very, very popular movie.
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Many of you may know, the Michael movie, uh, which is fantastic.
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I actually went and saw it for the third time two days ago, and I'm probably gonna see it for the fourth time this week.
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Uh, huge Michael Jackson fan, as was my client.
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And we utilized that movie, uh, the advanced screening, in a way for him to connect with a new audience, for him to elevate his brand within the community.
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And then we secured press and media placements based off of that event activation.
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So I know that's a lot, that's a mouthful.
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I'm gonna walk you through it step by step.
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But as I'm walking you through it, I want you to put yourself in his shoes, saying, Okay, if this were my brand, what type an event?
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It doesn't have to be exactly how we did it or even how we did it, but what type of event can I curate just like this, where I can elevate my brand and the things that I'm doing and reach the community or reach an entirely different audience and use that as my publicity versus always being so one track minded and thinking that publicity only means press and media?
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It does not.
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How can you because public relations has the word public in it, you guys?
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Publicist has the word public in it, so it's about your public image, your public persona.
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How are you being perceived in the public?
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And so, how can you use an event in order to activate your brand, to reach a new audience, and craft your perception in the public.
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So that's what we're gonna talk about when we get back from the break.
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So you know what you're gonna do.
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You're gonna grab your pen, you're gonna grab your paper.
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And when we get back from the break, you're gonna hear six things from me that you can do in order to use an event activation to leverage your brand.
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You're not gonna want to miss this.
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And oh, by the way, if you haven't seen the Michael movie, go to Michael.movie.
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Get into your local theaters.
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And let me tell y'all, do not go see it in a theater that doesn't have IMAX.
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I did that two days ago and I regret it, okay?
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Go see the movie in an IMAX or some sort of Dolby sound theater.
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And I'm not getting paid for this at all.
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I'm just giving it to you guys straight because it'll feel like a freaking concert.
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And I went two days ago, so excited.
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It was like my third day going, and I went to a small theater, and it just wasn't the same.
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So that's neither here nor there.
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I'm I'm getting way off topic.
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But, anyways, when we come back from the break, we're gonna talk about six things you can do to use an event activation to further leverage your brand or your visibility.
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So keep it locked in.
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We'll be back right after the break.
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Just got all these songs in my head.
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Just gotta get them out.
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I'm gonna give you the background, okay, so that you can visualize a scenario, and then I'll give you the tips woven in within that.
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And again, like I said, imagine what event activation you may have in mind for yourself.
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It doesn't necessarily have to be the same, but you get what I'm saying.
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All right, so I had um a lawyer reach out through a mutual uh client, and he told her, hey, the new Michael movie is coming out.
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Um, my son used to play Little Michael, uh, or he was the first Little Michael actor in MJ the musical.
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And I want to be able to host a screening on behalf of my law firm.
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She's like, I know the perfect person you need to talk to.
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You need to call Leah.
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Um, pretty much there's no one else in Dallas that um I'd want you to go to.
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You got to talk to Leah.
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She does all my events.
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So get this phone call from this lawyer, and we're talking, and I'm like, oh yeah, that sounds super fun.
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Yeah, I've done I've done movie screenings before.
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Yeah, yeah, yeah.
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That sounds super fun.
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And so literally he called me mid-March, I think, or maybe it was early March, mid-March, something rather.
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And as he's talking, I'm literally on my computer Googling when the movie is supposed to come out.
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So I'm literally Googling, and I see that the film is set to be released on April 24th.
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And this particular lawyer, I believe, I want to say maybe it was six weeks out.
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I'll give him a little bit of grace.
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Maybe it was six weeks out, um, but it felt like four.
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And I remember talking to him, and I'm like, yeah, I've I've done this before.
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Um, where you can essentially do a takeover.
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Uh so let me let me back it up.
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So what he wanted to do was host a community screening uh that that was on behalf of his law firm and that brought visibility to his law firm um in honor of his son, his son's obsession with Michael Jackson, his obsession with Michael Jackson, but use it as a way to leverage his law firm.
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And I said, hey, I've I've done these screenings before.
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Um there's two ways that it could possibly happen.
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One is that uh there's gonna be so many advanced screenings around North Texas, and literally the film company will just give you a theater.
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So that is the low-cost, low budget way to do it, is that they give you a theater, but you pretty much have to guarantee to them that you're going to fill it up or that the people are going to show up.
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Which if you haven't been working on your brand or you don't have a built-in audience, that can be a little tough for some of you, right?
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So that is obviously the most ideal situation is OPM, other people's money.
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If they've already bought the theater, just hand it over to us, we'll get the community in there.
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My client, the lawyer, he doesn't have to pay a dime.
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Win-win for him, right?
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Because now you get all this for free.
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Second scenario is like, homie, uh, we're four to six weeks out.
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And it's not just any movie.
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This is the Michael Jackson film, which at this point in time is about to hit a billion dollars globally.
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But at the time we didn't know how big it was gonna be, but we could assume it, right?
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Because it's Michael Jackson, and we knew that the fandomonium was about to be insane, and so I said, Hey, just letting you know, I've done this often.
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If I'm not able to get you this theater, then option two is that you have to host a private screening and you have to do like a theater buyout.
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Um, same thing, invite the community in, but now you've kind of fronted the money, and if it's a community screening, you really don't want to charge people because I mean then they could just go to the theater themselves and pay a ticket and have a great time.
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Like, why would they need to go on behalf of your law firm?
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So you really need to be sponsoring the whole thing on behalf of your law firm.
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So that was option two: a theater buyout where we hosted the screening on behalf of his law firm.
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Same theory, invite the community out and uh and have an event activation that brought ROI to his firm, right?
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But of course, of course, he comes back to me and of course he wants option number one.
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And again, I'm looking at the calendar like homie.
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This freaking film comes out in four weeks, and I I can make magic happen, but you're really pushing it.
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You are really pushing it.
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So let me tell you how this often works.
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You generally either have to find the distribution company of the film uh to figure out who to contact to see if they would be willing to allow you to host a screening that they're paying for, or you have to find the marketing or PR firm that the distribution company has hired, get in front of them and pitch yourself and see if they would be willing to give you one of the screenings.
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So, one of the things that I did, there were several things.
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One, I went online and I saw that there were several advanced screenings across Dallas.
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Like, I think at the time when I looked, there was about eight that I could find online.
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Great.
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One was two days before the film release on April 22nd.
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And but the problem was I did not know which PR firm was representing Lionsgate, who was the distribution company for the film.
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So I went online.
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I'm just giving you guys literally how to do it.
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Fine.
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If if film screenings are one way that you want to, you know, link in and PR your company.
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So, which people are going back to the movies these days, it's a great way to do it.
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Just saying.
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So reached out to Lions Gate and said, Hey, told them what was going on.
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Like, hey, I have a client.
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Uh we're we're looking to do a community screening.
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And anytime you couch anything in community, with news stations, with anybody, community is the way to go.
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So that is your buzzword.
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This is for the community.
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So buzzword number one, I was like, hi, we're looking to do a film screening for the community.
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We really were trying to invite folks who in families who would not have had an opportunity to see this film if it weren't but for my client.
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So it I wasn't lying, but I knew that community was a huge buzzword.
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Two, we were gonna invite our own influencers, content creators, press, and media.
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So that was another buzzword saying, like, hey, I'm NPR.
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I have very great relationships in North Texas with all of the media outlets, and we're definitely gonna extend an invitation for them to attend to further talk about and promote the film.
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So that was number two.
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Sent that off to Lionsgate.
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But because my dear client didn't leave me with much time, uh concurrently, I was trying to find who was the film, the PR company for the distribution company for Lionsgate.
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So I only knew of one firm that I typically go to advanced greetings on, reached out to the team there that normally emails me those advanced greetings, told them the exact same thing.
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Hey, I I've done and I had done this with them before.
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So I told them, hey, I've done this with you before.
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Uh this is a really huge film.
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My client, I told them about his son.
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I told them about what he wants to do in the community.
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I did not, what the the thing that I did not do when I did outreach was make it all about him.
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Okay.
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I I didn't say like we want this film for free.
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Give us this, give it this, give, give us that.
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It was like, hey, we're wanting to host this for the community.
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So we're couching this around others.
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We want to host this for the community.
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We're gonna invite content creators, you know, press and media influencers to this thing, big community leaders, and just really have a celebration of this film hitting Dallas, but it will be hosted on behalf of his law firm.
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The couching it in that way to this company not only says that this is not just for us, this is for everyone.
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And knowing that at the end of the day, their goal is to get the word out about the film, by me strategically saying that I was gonna invite influencers, content creators, and media and press, that actually takes work off of their plate because that's something that they would have to do.
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And I'm saying, look, we're gonna do it on behalf of our screening if you give us one of those advanced screenings, if you give us the theater.
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So sent it off to my contact.
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Immediately she replies back and was like, Yes, if we were representing uh Lions Gate on this film, which they represented Lions Gate on other ones, but wouldn't you know it?
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Not on this one.
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But she says, Hey Leah, here's three other firms in Dallas that could potentially be a running point on this film.
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So I did the exact same thing, reached out to all three.
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Two came back with no, and when did you know it?
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One came back and said, Yes, we are representing them.
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What would you like to do?
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So here is my opportunity.
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I'm not gonna sugarcoat shit, okay?
00:21:15.519 --> 00:21:16.880
We want the theater.
00:21:17.200 --> 00:21:24.799
I know you've paid for it, or I know the film company has paid for it, but we want it for free, and I know what my clients' goals are at the end of the day.
00:21:24.960 --> 00:21:31.920
Now, without asking in that manner, you now have to think in terms of marketing.
00:21:32.400 --> 00:21:34.160
What would their goals be?
00:21:34.799 --> 00:21:39.599
And what can we realistically do so that I can get a yes, right?
00:21:39.680 --> 00:21:43.039
So this is like that power of negotiation, which I learned in law school.
00:21:43.119 --> 00:21:47.680
So I guess that's what makes me such a great publicist, is because I'm using all my lawyer skills.
00:21:48.319 --> 00:21:51.440
But I knew at the end of the day they need asses in the seats.
00:21:52.000 --> 00:21:56.640
I also know at the end of the day they want a great promo for the film.
00:21:56.720 --> 00:21:59.759
So I said, look, at the end of the day, we want to host this.
00:22:00.079 --> 00:22:01.200
On behalf of his law firm.
00:22:01.359 --> 00:22:03.519
So essentially, we want the theater.
00:22:03.680 --> 00:22:06.400
I saw online that there were eight screenings that I could find.
00:22:06.559 --> 00:22:07.920
We want one of them.
00:22:08.559 --> 00:22:12.880
And uh I said, we're gonna invite community leaders, media and press to this thing.
00:22:13.039 --> 00:22:15.039
He's gonna have his own photographer, videographer.
00:22:15.119 --> 00:22:16.720
So there's gonna be pictures afterwards.
00:22:16.799 --> 00:22:20.880
We're gonna get testimonials, people are gonna be sharing online about the film.
00:22:21.359 --> 00:22:25.680
Like we're literally doing what you guys would have been doing.
00:22:25.839 --> 00:22:27.119
So you're giving it to us.
00:22:27.200 --> 00:22:28.640
It's less work for you.
00:22:29.440 --> 00:22:41.920
And because I knew my client wasn't as well known as myself, I literally had to leverage like all of my power and say, this is the type of thing I do all the time.
00:22:42.160 --> 00:22:43.680
Uh he's big in the community.
00:22:43.759 --> 00:22:48.640
Here's who he's linked with, here's his fraternity, here's his network, here's his circle.
00:22:48.720 --> 00:22:55.200
I put all of that in the email to let them know we're about business, and here's what we can give to you.
00:22:55.839 --> 00:23:03.279
The only ask we asked was for the theater, but everything else in that email was about what we could do for them, what we were giving.
00:23:03.359 --> 00:23:05.359
It's not always about taking.
00:23:05.519 --> 00:23:08.559
Okay, so that's that's that's just a bonus tip.
00:23:10.000 --> 00:23:13.440
Got an email back, and it was like, absolutely.
00:23:13.680 --> 00:23:15.920
I was like, oh my god, this shit worked.
00:23:16.240 --> 00:23:19.599
I'm always surprised, even though I've done it a million times before.
00:23:19.759 --> 00:23:25.599
I think this time I was surprised because it was the Michael Jackson film, and I just didn't.
00:23:25.759 --> 00:23:28.160
I'll be honest with you guys and be always be transparent.
00:23:28.240 --> 00:23:32.400
I wasn't confident that we were gonna get it because it's Michael Jackson, they didn't need our help.
00:23:32.720 --> 00:23:40.319
Michael, after all these years, even though he passed in 2009, still has that same star power that he had.
00:23:40.640 --> 00:23:42.240
And they didn't need us.
00:23:42.400 --> 00:23:44.559
People were gonna go see the film without us, right?
00:23:44.720 --> 00:23:46.799
So she comes back and she's just like, absolutely.
00:23:46.880 --> 00:23:47.599
And I'm shocked.
00:23:47.680 --> 00:23:49.039
I'm like, oh my God.
00:23:49.200 --> 00:23:55.920
And mind you, my client said, if you can get us the film for free, if we don't have to do the buyout, I'm gonna give you a bonus on your fee.
00:23:56.079 --> 00:23:58.880
So I was like, Well shit, let me work even harder.
00:24:00.559 --> 00:24:06.720
So they write back, and mind you, uh, I'll back up just a little bit.
00:24:06.960 --> 00:24:13.599
When the owner of the firm said, Hey, let me get you in touch with so-and-so, they're the ones actually handling the screenings for Michael.
00:24:13.839 --> 00:24:20.480
And I saw her name, it looked familiar from an organization that we're all a part of called the Public Relations Society of America, PRSA.
00:24:20.880 --> 00:24:25.920
So when he put me on the email and I told her what I wanted, and I was like, Oh, and by the way, your name looks so familiar.
00:24:26.079 --> 00:24:28.240
Um, are you a member of PRSA Dallas?
00:24:28.400 --> 00:24:36.000
I think at some point either we've met before or we're linked on LinkedIn, or you know, we've networked together.
00:24:36.079 --> 00:24:43.920
So, again, establishing that relationship that makes it more than just I'm only trying to get something out of you.
00:24:44.160 --> 00:24:45.680
So I think that was important too.
00:24:45.839 --> 00:24:48.960
So, anyway, she emails me back and she was like, Oh my gosh, absolutely.
00:24:49.039 --> 00:24:54.559
Uh, let's hop on a call and let's discuss uh what we can do.
00:24:54.880 --> 00:24:59.119
And by the way, we there's two screenings I'm thinking of.
00:24:59.279 --> 00:25:16.799
One is gonna be our VIP screening, and she was like, So maybe we can give you some access to that, and then we could talk about another advanced screening where you know we can give you pretty much either the entire theater or a set number of seats in that theater for your client.
00:25:16.960 --> 00:25:22.960
And I'm like, so not only do I get one, but I'm getting two, and one is VIP.
00:25:23.279 --> 00:25:24.960
And I'm like, oh my god.
00:25:25.200 --> 00:25:26.960
So I'm gonna press pause here.
00:25:27.119 --> 00:25:32.720
We set up the call, and I literally have to take a step back and say, okay, we're getting on the phone.
00:25:32.960 --> 00:25:42.720
And again, you have to remember, and I apologize because I'm sick, but you have to remember that when you're getting on these calls, it's not a take.
00:25:42.880 --> 00:25:46.000
You have to couch it as I'm giving you value.
00:25:46.240 --> 00:25:50.880
Here's the value that you're gonna get if we host this screening.
00:25:51.039 --> 00:26:03.519
So I wrote up all the values before we got on the call, and but then I know what I have to get for my client on the other end for this to be successful for him.
00:26:04.160 --> 00:26:08.880
And I couldn't shy away from what we needed.
00:26:09.200 --> 00:26:12.319
I didn't want him coming out of pocket, period.
00:26:13.279 --> 00:26:25.119
I also knew that we wanted a set number of seats, but we needed to make it realistic because I didn't want him to set a goal that wasn't achievable, knowing where his brand was at that point in time.
00:26:25.359 --> 00:26:33.519
Uh so getting going into the call, I wanted to be as transparent with this particular publicist as possible.
00:26:33.599 --> 00:26:36.319
So it's the best deal for the bargain on both sides.
00:26:36.400 --> 00:26:47.839
But I didn't want to shy away from the fact that A, we don't want to pay shit, and B, we want this literally for you to hand us this theater on a silver platter.
00:26:48.160 --> 00:26:51.920
So we get on the on the call, and I was very honest about what I wanted.
00:26:52.000 --> 00:26:54.799
We asked for everything but the kitchen sink, or I did.
00:26:55.279 --> 00:27:00.079
I was like, we want both of the screenings, uh, the VIP, of course.
00:27:00.160 --> 00:27:05.039
And then, of course, I said, Look, we know all these community leaders, content creators, influencers.
00:27:05.200 --> 00:27:10.720
So for this VIP screening, I know you guys are they were already inviting their list of VIPs.
00:27:10.799 --> 00:27:15.759
So the VIP screening, they gave us a set number of seats that we could fill for ourselves.
00:27:16.000 --> 00:27:19.359
They blocked off all the seats and put our name, his name on it.
00:27:19.440 --> 00:27:22.079
Like it was, it was really, really special.
00:27:22.559 --> 00:27:24.160
And I'll tell you guys this.
00:27:24.400 --> 00:27:30.960
At the time, she was like, Oh, I'll confirm it in three days, but Jafar Jackson was supposed to come to Dallas for that screening.
00:27:31.119 --> 00:27:36.000
And I, she was like, But you can't say anything because we're still waiting on the confirmation.
00:27:36.160 --> 00:27:49.759
So I sat on, I was like, look, if Jafar Jackson comes to Dallas for that VIP screening, and my client and his son get to meet him, and then my regular media and press folks get to interview him.
00:27:49.839 --> 00:27:51.599
Like, I'm a I'm a star.
00:27:52.559 --> 00:27:53.440
I'm a star.
00:27:53.599 --> 00:27:57.759
Like, I literally like this would have made my entire year.
00:27:58.160 --> 00:28:03.759
Unfortunately, she called back in three days and said that Jafar was not gonna be able to make the Dallas screening.
00:28:03.920 --> 00:28:07.920
Uh, but it was okay because we still they still gave us a set number of spots.
00:28:08.000 --> 00:28:09.920
And again, she asked, How many do you want?
00:28:10.240 --> 00:28:14.880
And you have to be honest, like, don't say what you think the other person would have said.
00:28:14.960 --> 00:28:17.119
So most people would have been like, Oh, just give me 10 seats.
00:28:17.200 --> 00:28:18.880
I was like, No, give us 30.
00:28:19.039 --> 00:28:22.799
Give us 30, because that's 15 people assuming that they're gonna bring a guest.
00:28:22.880 --> 00:28:27.680
And we easily filled those 30 seats, and so those VIPs got to feel special.
00:28:27.759 --> 00:28:30.640
They got to meet Shannon 101, his son.
00:28:30.880 --> 00:28:33.680
There was a Michael backdrop, there was a DJ.
00:28:33.839 --> 00:28:35.920
I mean, it was phenomenal.
00:28:36.720 --> 00:28:50.240
Then we get off the VIP thing, and then she asked about the second theater, and I was like, Look, we want between 100 to 150 seats, and she's like, Well, we have this one huge theater that seats about 300.
00:28:50.640 --> 00:28:53.279
You know, do you want the entire thing?
00:28:54.559 --> 00:29:01.519
And I would have loved that, but again, I also have to be realistic because I want to set realistic goals for my client.
00:29:01.759 --> 00:29:04.079
So 150 was a push.
00:29:04.400 --> 00:29:16.400
So they gave us literally almost that entire theater, and then uh they were gonna fill the other seats with flow over overflow from some of the other screenings.
00:29:16.559 --> 00:29:18.240
So we got everything we wanted.
00:29:18.319 --> 00:29:19.920
He didn't have to pay a dime.
00:29:20.160 --> 00:29:35.440
All we had to do was turn over our list to ensure that we had the number of people that we said were gonna show up, and then I continually asked for additional things, and I wasn't shy about it because at the end of the day, this is not just a party, this is an event activation.
00:29:35.680 --> 00:29:38.400
I needed people to be able to take pictures with my client.
00:29:38.640 --> 00:29:45.359
I needed him to be able to have some sort of way for them to interact with his brand for us to measure it.
00:29:45.519 --> 00:29:59.200
So I asked for a table where we could check in our own guests, where we could have a QR code, where he could potentially have swag, where we could have a photographer and a videographer taking photos, especially against that Michael backdrop.
00:29:59.440 --> 00:30:07.839
Um, and it did take some back and forth negotiation because his signage couldn't necessarily be directly by Michael's signage.
00:30:07.920 --> 00:30:08.880
And so we worked that out.
00:30:08.960 --> 00:30:11.440
And at the end of the day, she's like, Yeah, sure.
00:30:11.759 --> 00:30:12.319
Sure.
00:30:12.720 --> 00:30:17.279
And so we I got everything that he wanted.
00:30:17.519 --> 00:30:18.640
Everything that he wanted.
00:30:18.799 --> 00:30:19.839
Uh, we measured it.
00:30:19.920 --> 00:30:24.079
I'm still getting the exact numbers, but his social media following definitely grew.
00:30:24.319 --> 00:30:29.119
Uh, we got some recaps in the press and the media because of it.
00:30:29.440 --> 00:30:35.039
He was recently in a magazine with our photos from the event uh in that magazine and online.
00:30:35.200 --> 00:30:37.519
And so it was a very, very successful event.
00:30:37.759 --> 00:30:45.519
He was able, we were able to bring in uh families who wouldn't have necessarily been able to go to the film.
00:30:45.759 --> 00:30:52.079
And now people are watching his social media and uh connecting with him and his law firm.
00:30:52.160 --> 00:30:57.200
And one of the things that we had when they were checking in was his QR code for them to follow him on social media.
00:30:57.279 --> 00:31:02.480
So we were activating people on site, mind you, at no cost to him.
00:31:02.880 --> 00:31:04.799
So here's six things.
00:31:04.960 --> 00:31:14.319
If you're thinking about doing something similarly, um, it doesn't necessarily have to be a film screening, but six things that I thought of that could do as takeaways from how that all worked out.
00:31:14.480 --> 00:31:17.519
And number one, you just have to know your target audience.
00:31:17.759 --> 00:31:25.759
One of the things that worked out for us was that our target audience aligned with Lionsgate or the PR company's target audience.
00:31:25.920 --> 00:31:31.680
They could see a clear connection that who we were trying to bring and who they were trying to serve were along the same lines.
00:31:31.839 --> 00:31:35.039
So if you're trying to do an event activation, it doesn't even have to be a film screening.
00:31:35.119 --> 00:31:44.960
If it's a retail company, if it's a if you're trying to do an event at Nike, does your brand match who Nike is trying to bring in to buy their product?
00:31:45.279 --> 00:31:47.440
A lot of people don't think about that.
00:31:47.599 --> 00:31:52.160
You guys pitch these brands and you do not have target audience alignment.
00:31:52.480 --> 00:31:54.319
So think about that.
00:31:54.400 --> 00:32:07.279
And then in the age of Chat GPT, you literally could put it into your AI agent and figure out a way to see if there's a match between you and the brand or the event that you're trying to put on.
00:32:07.599 --> 00:32:08.720
It's really that simple.
00:32:08.960 --> 00:32:09.279
Okay.
00:32:09.920 --> 00:32:16.079
Number two, you're going to want to think about like what's my ROI?
00:32:16.240 --> 00:32:17.119
How am I gonna?
00:32:17.279 --> 00:32:18.960
We call it an event activation.
00:32:19.200 --> 00:32:20.720
How am I activating?
00:32:21.119 --> 00:32:27.599
When people show up, what am I prepared to receive what I need to get out of it?
00:32:27.839 --> 00:32:29.440
Do I have a landing page?
00:32:29.680 --> 00:32:33.359
When people are signing up, are they signing up on my website?
00:32:33.519 --> 00:32:42.240
Are they giving me their email address so that later on down the line I can send them a newsletter so that I can keep them in my funnel?
00:32:42.400 --> 00:32:50.079
So that I can keep them in, you know, you know, in my marketing funnel or however you want to call it.
00:32:50.319 --> 00:32:58.880
Um, are you requiring them to follow you on social media um so that you can increase your social media following?
00:32:59.279 --> 00:33:06.079
Even with him, we did a couple of giveaways included, especially that VIP one, because I knew a lot of people were gonna want to go to that VIP one.
00:33:06.240 --> 00:33:17.200
So when I first posted our giveaway, they had to uh follow several of his pages and they had to like the post and comment who they would want to bring to the VIP screening.
00:33:17.359 --> 00:33:18.640
Again, activation.
00:33:18.799 --> 00:33:21.119
And one girl commented, she was so stupid.
00:33:21.200 --> 00:33:25.680
She was just like, Oh, well, I don't want to follow him, I just want to go to the screening.
00:33:25.759 --> 00:33:29.359
You're not gonna go because why would we give you something and you don't give us something?
00:33:29.519 --> 00:33:31.279
Like, people are so crazy these days.
00:33:31.359 --> 00:33:35.519
It's just and it was like, and then to waste your energy commenting on that.
00:33:35.599 --> 00:33:38.480
And so I commented back and I said, Well, looks like you ain't going.
00:33:39.279 --> 00:33:41.119
You got the right one today.
00:33:41.359 --> 00:33:45.440
But, anyways, so think about how you're gonna activate the audience.
00:33:45.599 --> 00:33:49.920
Another thing that I told him, another good thing for ROI was swag.
00:33:50.079 --> 00:33:51.759
Um, now he didn't do this.
00:33:51.839 --> 00:33:54.160
I was a little frustrated, but it's all good.
00:33:54.319 --> 00:34:01.440
Um, I looked up online and I was like, What is one of the most commonly used but affordable swag items?
00:34:01.519 --> 00:34:03.839
Because we're not paying for the theater at this point.
00:34:04.079 --> 00:34:07.519
So put a little money into giving away some swag.
00:34:08.079 --> 00:34:17.519
And one of the items that I saw was actually a like lens or screen cleaner, and not just the spray, but the actual cloth.
00:34:17.599 --> 00:34:23.360
And so I told him, I said, hey, you know, I found this online, we could get about 200 of these.
00:34:23.519 --> 00:34:25.920
Um, and I I think it was like so cheap.
00:34:26.079 --> 00:34:45.440
I think it was like maybe a dollar uh to make, and they would have arrived on time and for whatever reason he didn't do it, but I think that would have been awesome because every time somebody uses that screen cleaner or that lens cleaner, because let's talk about all the devices we have desktop, iPad, phones, they would have seen his brand.
00:34:45.679 --> 00:34:50.000
So swag, um, QR codes activating people on site.
00:34:50.079 --> 00:34:57.280
And then we also had a retractable banner that we had there at the screening so people could take pictures of his banner.
00:34:57.440 --> 00:35:01.039
We had his uh the tablecloth had his logo on it.
00:35:01.280 --> 00:35:10.480
So we really made sure that it was branded um so that people knew that this was a screening hosted by his law office.
00:35:10.639 --> 00:35:25.039
So you have to be prepared and think about all the ways that you're gonna activate people before they get to uh the event, while they're on site at the event, and then after the event.
00:35:25.679 --> 00:35:42.480
Okay, another thing that I had is like when you're trying to do this event activation, especially if you're doing an OPM of other people's money, you need to figure out what value you're gonna provide to this particular, because uh essentially they're a sponsor.
00:35:42.639 --> 00:35:51.440
So, what value are you providing where they're just gonna hand it over to you to say, oh man, this is a great partnership because that's exactly what this is.
00:35:52.000 --> 00:35:55.679
Um, and here's why we want to give this to you.
00:35:56.000 --> 00:35:57.599
You need to have that listed out.
00:35:57.760 --> 00:35:59.280
What value am I providing?
00:35:59.360 --> 00:36:04.800
And again, it has to be an audio target audience alignment match.
00:36:05.039 --> 00:36:19.199
You always want to think in terms of marketing to say, because you gotta think in terms of them, they were gonna pay for this anyways, and now they're gonna give it to you because you're essentially gonna do their job for them, if not better.
00:36:19.440 --> 00:36:28.960
But you have to prove to them why they should sponsor your event, and that comes with telling them what the value is for them doing so.
00:36:29.039 --> 00:36:31.760
So you need to have that worked out ahead of time.
00:36:32.880 --> 00:36:38.320
My other tip is is don't look at it as gimme, gimme, gimme, gimme, gimme.
00:36:38.480 --> 00:36:45.119
I think what really worked for us in this scenario is that we looked at this as a partnership.
00:36:45.840 --> 00:36:53.840
We know that this is what you guys need to do in the world of film screenings, and I I had some experience in that, so I was able to coach my client through that.
00:36:54.000 --> 00:36:56.480
I was able to handle all negotiations, thank God.
00:36:56.559 --> 00:36:57.840
He didn't do have to do shit.
00:36:57.920 --> 00:37:02.639
He just I just have to call him and give him updates every week.
00:37:02.880 --> 00:37:04.880
Well, he did nothing, I did all the work.
00:37:05.039 --> 00:37:06.880
Well, it's just that's what he paid me for.
00:37:07.119 --> 00:37:12.480
Um, but anyways, but it's a partnership, so I knew going in like, what do you guys want?
00:37:12.559 --> 00:37:20.000
And what can we give you so that it feels more like a partnership than it does take, take, take, take, take.
00:37:20.159 --> 00:37:23.519
And it actually ended up being a beautiful, beautiful partnership.
00:37:23.679 --> 00:37:25.280
Um, it worked out great.
00:37:25.519 --> 00:37:27.840
I like I said, I asked for everything that we wanted.
00:37:28.000 --> 00:37:30.639
We got everything that we wanted, plus more.
00:37:31.360 --> 00:37:39.760
And uh at the end of the day, they wrote me after the event and said how much of an honor it was to work with me and that they would love to work with me again in the future.
00:37:39.920 --> 00:37:48.719
And and I'm actually gonna send the lead publicist uh a gift as another thank you because they did not have to do what they did for us.
00:37:48.880 --> 00:38:09.119
They could have just given us the seats and that's it, but to give us VIP access, um, possibly uh meeting Jafar Jackson, um, catering to our guests, allowing us to have a pop-up banner, allowing us to have a photographer and a videographer, and all the things that they allowed us to do, they did not have to do that.
00:38:09.280 --> 00:38:12.719
Um, and so it was a great partnership.
00:38:13.280 --> 00:38:20.159
What I'm saying right now in society is we're so narcissistic and we're so egocentric.
00:38:20.239 --> 00:38:24.800
And narcissistic, I know it's a medical term, but you get what I'm saying.
00:38:24.960 --> 00:38:26.000
It's always about me.
00:38:26.159 --> 00:38:27.360
Me, me, me, me, me.
00:38:27.440 --> 00:38:30.079
I, I, I, myself, myself, myself.
00:38:30.480 --> 00:38:34.159
The moment you can step outside of that and say, What can I do for others?
00:38:34.880 --> 00:38:39.440
And then put yourself last, that's when you're gonna see the most success.
00:38:39.599 --> 00:38:47.760
It is a partnership, it is not all about you because my client did not have much of a following at all.
00:38:48.000 --> 00:38:54.079
So I had to sit down and really think about what are they gonna get out of this?
00:38:54.320 --> 00:39:00.719
Because you are a small sole proprietorship law firm, right?
00:39:00.880 --> 00:39:16.400
So, what are they gonna get out of this so that we can get a yes value, value, value, and then last, when you have something like this, you need to follow up.
00:39:16.480 --> 00:39:18.480
So, what is your call to action?
00:39:18.719 --> 00:39:22.480
Yes, you've had this fun event, the community has come out.
00:39:22.719 --> 00:39:27.280
Uh, people have gone to see this film ahead of everybody else.
00:39:27.360 --> 00:39:32.079
They get bragging right, so people love being able to go online and say that they saw the film.
00:39:32.239 --> 00:39:40.719
Uh, it was kind of funny to watch because we were also actually under an embargo where you couldn't really leave a review for the film or talk about it until a certain date.
00:39:40.960 --> 00:39:51.760
But people were all of our guests were able to say that they saw the film, post their pictures, um, and and our VIP screening was nine days before the film came out.
00:39:51.920 --> 00:39:54.960
So people really felt like superstars.
00:39:55.360 --> 00:39:57.920
Um, but what is your call to action after that?
00:39:58.079 --> 00:40:18.559
So afterwards, I sent a huge email thanking people, still reminding them to follow Shannon, uh, still reminding people to follow my client, uh, to follow up with him, to remember his name if they ever have XYZ law services, um, following him on social media, blah, blah, blah, blah, blah.
00:40:18.719 --> 00:40:25.599
And then we had further call to actions listed in our post-event press release with our images from the screening that went out as well.
00:40:25.679 --> 00:40:27.760
That was published in a couple of magazines.
00:40:28.000 --> 00:40:31.199
So, um, what is your call to action when it's all said and done?
00:40:31.360 --> 00:40:34.719
You're not just gonna throw the event and then walk away.
00:40:34.880 --> 00:40:45.679
You're gonna let it breathe and then you're gonna follow up with all of those people that came out that were interacting with your brand and figure out how am I gonna further activate them?
00:40:45.840 --> 00:41:00.639
Now, what I wish my client would have done in retrospect, I really wish that during the sign-up there was an opt-in for his newsletter or something where he continues to give them value and nurtures those relationships.
00:41:00.880 --> 00:41:10.000
But this particular screening, we really just focused on more of a social media activation and a brand visibility um strategy.
00:41:10.400 --> 00:41:21.840
Um, if we had a little bit more time, more than four to six weeks, then we really could have built some sort of marketing funnel uh to really have seen a huge ROI.
00:41:21.920 --> 00:41:25.280
But I think it was a major, major, major success.
00:41:25.440 --> 00:41:26.719
I got my bonus.
00:41:27.039 --> 00:41:28.639
Clock that day.
00:41:29.360 --> 00:41:33.840
And we are in the process of probably doing some more business together.
00:41:34.079 --> 00:41:35.760
So that's it.
00:41:36.000 --> 00:41:48.800
So just a recap: if you're thinking about doing an event activation, first you're gonna nail down your target audience for yourself and for the brand that you're wanting to hopefully partner with it using other people's money.
00:41:49.039 --> 00:41:55.519
Two, you're gonna be prepared, you're gonna think about how am I going to bring ROI to my brand?
00:41:55.679 --> 00:41:57.039
Do I need to create a landing page?
00:41:57.199 --> 00:41:58.960
How am I gathering email addresses?
00:41:59.199 --> 00:42:02.159
Am I gonna have swag with my logo on it?
00:42:02.320 --> 00:42:07.599
How am I gonna create brand visibility before, during the event, and even after?
00:42:08.239 --> 00:42:14.480
Then you're also going to, when it comes to your sponsor or whatever, you're gonna be honest.
00:42:14.559 --> 00:42:20.960
You're gonna ask for all the things that you need, but you're gonna remember that you're gonna give what is your value that you're bringing to the table.
00:42:21.119 --> 00:42:24.079
Write down all the ways that you're bringing value to them.
00:42:24.239 --> 00:42:25.920
Value, value, value.
00:42:26.159 --> 00:42:29.039
Next, you're gonna think of it as a partnership.
00:42:29.119 --> 00:42:31.599
You're not thinking it as a take, take, take, take, take.
00:42:31.679 --> 00:42:37.760
This is a brand partnership, hopefully, uh something where you can partner with them again in the future.
00:42:37.840 --> 00:42:39.440
It's not a one-trick pony.
00:42:39.599 --> 00:42:42.880
So definitely be on your best behavior, but it is a partnership.
00:42:42.960 --> 00:42:45.039
It's not just about you, it's also about them.
00:42:45.119 --> 00:42:53.599
And then lastly, you're going to follow up with your audience after you have a successful event activation and you're gonna have a call to action.
00:42:53.760 --> 00:42:56.000
Are they signing up for your email list?
00:42:56.159 --> 00:42:58.239
Are they following you on social media?
00:42:58.400 --> 00:43:06.639
Do you have a free offer or another giveaway or something else that you can roll them into to continually activate and grow your brand and your audience?
00:43:06.800 --> 00:43:13.519
So, what is your future or present in that moment call to action?
00:43:13.760 --> 00:43:22.880
And so those are my tips, just based on using, I guess this is more of a case study of this recent film with Michael.
00:43:23.199 --> 00:43:28.000
Uh yeah, I I don't know.
00:43:28.079 --> 00:43:32.239
I I think I surprised myself with this one just because I didn't have time.
00:43:32.480 --> 00:43:34.159
Time was not on my side.
00:43:34.320 --> 00:43:37.199
Uh, so I had to use every tool in my toolbox.
00:43:37.280 --> 00:44:05.199
And if I could think of what made this successful and what made us get more than less in this situation, was the fact that at the forefront of all negotiations was me bringing value to the film company and the PR firm that was representing them, making it as less of a happy On them as possible, but also showing them like I'm literally gonna do part of your job.
00:44:05.280 --> 00:44:07.440
Like they paid you, but we're gonna do it for you.
00:44:07.679 --> 00:44:11.920
And I think that's what made it successful is that type of mindset.
00:44:12.079 --> 00:44:13.760
So there you have it.
00:44:14.559 --> 00:44:15.519
Shameless plug.
00:44:15.599 --> 00:44:18.239
If you haven't seen the film, go and see Michael movie.
00:44:18.400 --> 00:44:19.920
I hope you love it as much as I did.
00:44:20.000 --> 00:44:25.119
I'm gonna go see it for a fourth time this week at an IMAX or Dolby Theater.
00:44:25.280 --> 00:44:28.480
No more not doing that, cuz what the hell?
00:44:28.719 --> 00:44:30.639
But, anyways, you know what to do.
00:44:30.719 --> 00:44:35.920
If you liked this episode, you're gonna like, comment, share this out, leave me a message.
00:44:36.000 --> 00:44:42.800
You can either contact me on LinkedIn at Leah Fraser or you can go on Instagram, leave me a message at PRYourself podcast.
00:44:42.880 --> 00:44:45.599
I'm also gonna put a recap of this out on Substack.
00:44:45.679 --> 00:44:52.800
If you're not following my Substack, you can go to the Leah Fraser on Instagram, and that Substack link is in my bio.
00:44:53.360 --> 00:44:55.360
Definitely gonna share this one out.
00:44:55.519 --> 00:45:06.800
Um, and then you'll be able to see those pictures of Shannon and his son and the great time that we had online as I was working on that film or working on that event activation.
00:45:07.039 --> 00:45:11.119
Our next episode is gonna deal with all things TikTok.
00:45:11.199 --> 00:45:28.159
So if you're wanting how to leverage some of the monetization or leverage your brand with TikTok, I'm gonna talk all about TikTok shop and all of the secrets that I learned from TikTok creators when TikTok came to Dallas about three or four weeks ago.
00:45:28.239 --> 00:45:30.400
And so I'm gonna be giving you guys all the tea.
00:45:30.480 --> 00:45:50.880
And I just found a really good video talking about um how these creators are really using TikTok shop to leverage their brands, and so I'm gonna play that video for you guys in the next episode, in addition to some tips that I got from some of the top creators in the US on how they're growing their brands with TikTok.
00:45:51.039 --> 00:45:53.119
And so you're not gonna want to miss it.
00:45:53.199 --> 00:45:59.920
Some of these creators are making$40,000 a month just talking about what they love, and I want you guys to have all of the secrets and all of the T's.
00:46:00.000 --> 00:46:01.039
So you know what you gotta do.
00:46:01.199 --> 00:46:02.000
Keep it locked in.
00:46:02.079 --> 00:46:07.920
If you like this episode, like, comment, rate, leave us a review so we can continue to keep having these discussions.
00:46:08.079 --> 00:46:08.800
Keep it locked in.
00:46:08.960 --> 00:46:11.519
Next episode will be on TikTok shop.
00:46:11.760 --> 00:46:22.800
Episode after that, we do have an interview with one of the TikTok creators that I met at the TikTok shop, and she rakes in tens of thousands of dollars every month talking about what she loves.
00:46:22.880 --> 00:46:24.320
So you're not gonna want to miss it.
00:46:24.400 --> 00:46:27.840
Keep it locked in and until next time.