Felber & Felber Marketing - Case Study: Andy Birol’s Arena

Client: Andy Birol's Arena

Challenge: What makes a successful public relations launch? When meeting with business owners, especially those involved in service businesses I am often asked, "What will we get from this (PR) effort?" The heart of their all-encompassing question is really: Will we make sales, will we grow our company, will more prospects be aware of what we are doing and will my business-owner colleagues finally recognize my success and call me one of their own?

Conviction: Before I pick up the phone to an editor, put pen to paper or text on a blog, a critical canyon must be crossed. Before I can get passionate and excited about a product or service my client must be inspired and inspiring; they must convince me. If they cannot show me why anyone will give them money for what they will do for them, then I stand little chance of getting a battle-weary TV producer to spend more then eight seconds with me before they hang up the phone.
Regardless of whether your product is brand new or mature, without passion for what you do, the game is over before you start. An example of a true partnership and a successful public relations launch is the story of Andy Birol’s Arena (www.andybirolsarena.com). Andy Birol is a nationally known small business growth expert, coach, consultant and author. No stranger to success, Andy bleeds passion and conviction for what he does; grow companies. Having hit the national scene, appeared on CNN and in the NY Times, Andy wanted more and to give back. He wanted to create a place for and by business owners; a forum of online and live events for those lone wolves who commit to the daily struggle of running a business. Andy Birol’s Arena was born not only from this conviction, but from the desire to create a one-to-many opportunity for business owners who could not normally engage Andy in a one-to-one relationship.

Preparation: Andy partnered with Felber & Felber Marketing and a host of technology, design and administrative support personnel to develop a launch event not only hosted by, but actually sponsored by Cleveland's House of Blues. With the rock and roll backdrop, we set out to create a premier launch event; an event buttressed by a steady stream of local and regional media coverage before, during and after the event. Over 100 of Cleveland's entrepreneurs attended the event. With a presentation from Andy himself, demonstrations of the forum and the environment of the House of Blues, the buzz was overwhelming. Felber & Felber Marketing escorted the media guests who came to the event to learn more, interview participants and immerse themselves in the excitement. Along with the fun, food and music of the day's performers, Andy also signed many copies of his first commercially published book.
"From start to finish Rob's gift as a flag bearer for the ABA message and his clear access to, and credibility with, all forms of regional media was greatly responsible for the success of the night. When Rob believes in his client's message, he is more than on his game; he is able to turn gold into platinum," stated Andy Birol.

It's the
Product: One of the keys to success was starting with an excellent product. Andy had spent years consulting, writing and honing his craft. Andy Birol's Arena, along with his aptly timed first commercially published book release, created a powerful force that not only his partners would recognize, but the media as well. As a business owner, I was quickly bitten by the spider and began to see the web unfold. The gauntlet laid: create excitement for an already known personality in a limited and entrenched small media pool ignited our own passion for what we do—executing public relations plans with flair, success and clearly definable goals. In this case, Andy was crystal clear—get business owners to join and participate in Andy Birol's Arena.

How it
Was Done: I spent many sessions with our client to understand the service. I would need to know how it would work backwards and forwards. Our client was more than willing to expend this effort knowing that their involvement, a true partnership, was absolutely necessary. The ideas began to flow in both directions.
We collaborated on a "pitch" letter to the media than not only answered all of their possible basic questions, but infused the entire document with our now joint passion. But, not one outlet received the letter first. The savvy media community in Cleveland already knew Andy and we didn't want to get lost in the hundreds of emails, faxes and voicemails they receive daily. Rob Felber personally called each editor, reporter and producer. We created the excitement and fostered an emotional response; then and only then, would they be allowed hear more. Yes, they requested more information and we fired back with both barrels. The results were a flood of activity; from TV interviews and online reports to print stories and blog postings.

Using the same copy (wording), a two-stage direct mail campaign was drafted and used to literally swarm the prospect with news and in-your-face materials. Andy's entire team also used their own network of business owners to take the message to the streets.

How do you
Measure
Results? By clearly defining his goals to the team and staying focused on the outcome the measurement was simple. Members started joining the arena three weeks before the big party. This quantitative data coupled with the qualitative result of measurable media hits that now are forever entrenched in the internet will provide name recognition and searchable dividends for as long as there is an Internet. Pre-event success include a speaking engagement and newsletter promotion by one of Cleveland's cutting-edge entrepreneurs associations, news reporting from dbusiness News, Inside-Business Magazine, Crain's Cleveland Business, an interview on WEWS Channel Five and several respected business blog mentions. An extensive interview was conducted with The Akron Beacon Journal (Syndicated as Knight-Ridder resulted in countless reprints around the country) and post-event media includes The Plain Dealer, The News-Herald, The Solon Times and a request from channel five for a return visit. Quantitatively, membership in the forum doubled by 50% the night of the event.

Conviction. Planning. Execution. Taking a great product to market (and the media).

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Felber & Felber Marketing 1869 E. Aurora Road, STE 400 Twinsburg, Ohio 44087-1972
phone: 330.963.3664 fax: 330.963.8547 felberandfelber.blogspot.com e-mail: info@felberandfelber.com

Client:	Andy Birol's Arena
Challenge:	What makes a successful public relations launch? When meeting with business owners, especially those involved in service businesses I am often asked, "What will we get from this (PR) effort?" The heart of their all-encompassing question is really: Will we make sales, will we grow our company, will more prospects be aware of what we are doing and will my business-owner colleagues finally recognize my success and call me one of their own?
Conviction:	Before I pick up the phone to an editor, put pen to paper or text on a blog, a critical canyon must be crossed. Before I can get passionate and excited about a product or service my client must be inspired and inspiring; they must convince me. If they cannot show me why anyone will give them money for what they will do for them, then I stand little chance of getting a battle-weary TV producer to spend more then eight seconds with me before they hang up the phone. Regardless of whether your product is brand new or mature, without passion for what you do, the game is over before you start. An example of a true partnership and a successful public relations launch is the story of Andy Birol’s Arena (www.andybirolsarena.com). Andy Birol is a nationally known small business growth expert, coach, consultant and author. No stranger to success, Andy bleeds passion and conviction for what he does; grow companies. Having hit the national scene, appeared on CNN and in the NY Times, Andy wanted more and to give back. He wanted to create a place for and by business owners; a forum of online and live events for those lone wolves who commit to the daily struggle of running a business. Andy Birol’s Arena was born not only from this conviction, but from the desire to create a one-to-many opportunity for business owners who could not normally engage Andy in a one-to-one relationship.
Preparation:	Andy partnered with Felber & Felber Marketing and a host of technology, design and administrative support personnel to develop a launch event not only hosted by, but actually sponsored by Cleveland's House of Blues. With the rock and roll backdrop, we set out to create a premier launch event; an event buttressed by a steady stream of local and regional media coverage before, during and after the event. Over 100 of Cleveland's entrepreneurs attended the event. With a presentation from Andy himself, demonstrations of the forum and the environment of the House of Blues, the buzz was overwhelming. Felber & Felber Marketing escorted the media guests who came to the event to learn more, interview participants and immerse themselves in the excitement. Along with the fun, food and music of the day's performers, Andy also signed many copies of his first commercially published book. "From start to finish Rob's gift as a flag bearer for the ABA message and his clear access to, and credibility with, all forms of regional media was greatly responsible for the success of the night. When Rob believes in his client's message, he is more than on his game; he is able to turn gold into platinum," stated Andy Birol.
It's the Product:	One of the keys to success was starting with an excellent product. Andy had spent years consulting, writing and honing his craft. Andy Birol's Arena, along with his aptly timed first commercially published book release, created a powerful force that not only his partners would recognize, but the media as well. As a business owner, I was quickly bitten by the spider and began to see the web unfold. The gauntlet laid: create excitement for an already known personality in a limited and entrenched small media pool ignited our own passion for what we do—executing public relations plans with flair, success and clearly definable goals. In this case, Andy was crystal clear—get business owners to join and participate in Andy Birol's Arena.
How it Was Done:	I spent many sessions with our client to understand the service. I would need to know how it would work backwards and forwards. Our client was more than willing to expend this effort knowing that their involvement, a true partnership, was absolutely necessary. The ideas began to flow in both directions. We collaborated on a "pitch" letter to the media than not only answered all of their possible basic questions, but infused the entire document with our now joint passion. But, not one outlet received the letter first. The savvy media community in Cleveland already knew Andy and we didn't want to get lost in the hundreds of emails, faxes and voicemails they receive daily. Rob Felber personally called each editor, reporter and producer. We created the excitement and fostered an emotional response; then and only then, would they be allowed hear more. Yes, they requested more information and we fired back with both barrels. The results were a flood of activity; from TV interviews and online reports to print stories and blog postings. Using the same copy (wording), a two-stage direct mail campaign was drafted and used to literally swarm the prospect with news and in-your-face materials. Andy's entire team also used their own network of business owners to take the message to the streets.
How do you Measure Results?	By clearly defining his goals to the team and staying focused on the outcome the measurement was simple. Members started joining the arena three weeks before the big party. This quantitative data coupled with the qualitative result of measurable media hits that now are forever entrenched in the internet will provide name recognition and searchable dividends for as long as there is an Internet. Pre-event success include a speaking engagement and newsletter promotion by one of Cleveland's cutting-edge entrepreneurs associations, news reporting from dbusiness News, Inside-Business Magazine, Crain's Cleveland Business, an interview on WEWS Channel Five and several respected business blog mentions. An extensive interview was conducted with The Akron Beacon Journal (Syndicated as Knight-Ridder resulted in countless reprints around the country) and post-event media includes The Plain Dealer, The News-Herald, The Solon Times and a request from channel five for a return visit. Quantitatively, membership in the forum doubled by 50% the night of the event.