The Tin Shingle Blog

When Erin Schiffman, the other half of the NYC based creative branding team Schiffman Creative, updated their Press Portfolio here at Tin Shingle with the press they landed in Time Magazine, we had to know how she got that!

It was a great press opportunity - commenting on the designs of 9 new musical releases from Justin Timberlake to David Bowie. Turns out,   having an updated website with their design work, client list, and bios was what secured them the gig.

This is a beautiful example of when SEO & PR blend to create a dynamite opportunity to validate a brand, and how it happened while the business owners were sleeping (after they'd done all their hard work of course).

Here's what Erin had to say:

"Ok...so here is the story.  I got an e-mail from the editor explaining the piece and asking if we would be interested in being a part of the expert panel.  Of course we agreed to the interview...It is TIMEmagazine.com and it was a really fun story to be a part of! 

"After we completed the interview, I asked him how he found us.  He explained that he spent a lot of time researching small creative companies in NYC because he was very specific in what he was looking for.  After doing a ton of research via Google he came across our site.  He said that he felt that we were what he was looking for based on the work we have done and our bios. He also looked at previous companies we worked for, clients for previous and current projects, etc. 

"Lesson we learned - very important to have a website, showcase work, include a thorough bio and have easily accessible contact info. I thought the whole thing was pretty crazy especially coming from a PR background.  In my past life, I could have spent months and months trying to get a client a hit like this and the odds of it happening were small.

"....this was [mostly] luck and having a website that showcased our business."

Click here for the full coverage at TimeMagazine.com

Curious about our Press Portfolio? It's part of membership at Tin Shingle, as we give you more tools to get the word out about your business.

Every morning during breakfast, before I sit down to my computer, I read my paper - which is currently The Wall Street Journal. In print. At lunch, I step away from the computer, and finish some articles that caught my eye during breakfast.

This morning, my current corporate soap opera had a headline: "Penney Wounded by Deep Staff Cuts". I'm hooked on Penney news. First the plummet in sales after the new CEO decided that discounts and coupons were confusing and a waste of time (he missed this 2001 report about how wrong that was). Then the failed-to-catch-on mini stores within a store - with even more Martha Stewart in yet another big box store (come on Martha, play a little hard to get...plus, her involvement triggered another scandal with Macy's...it's like a scandal within a scandal!). Then the CEO Ron Johnson, a darling from Apple, was let go (or resigned, that's yet to officially come out), to be replaced by the former CEO who he replaced.

And now comes the part when former empolyees spill the beans. So this morning, former employees are dishing on how they were fired - in droves. By the hundreds. In auditoriums.

Johnson, to trim the bottom line, decided that employees who designed one of the the company's most profitable and stable in-house lines, St. John's Bay, which brought in a billion dollars a year on its own, were watching too many videos online.

During the firing spree, which happened across departments of JC Penney, executives were given the news that several of their team members needed to be fired in order to save money on the bottom line. The executives, according to the article, wanted to fire their staff face to face. Johnson and his HR cronies (some whom he brought from Apple) decided that face to face was too costly, and had his people give the executives a script to follow over the phone, or just in big rooms. As reported: "Workers were brought to the auditorium to be fired in groups."

When the $%it hit the fan, meaning, when sales sunk royally, employee morale was low, and nothing was working, Jonhson wanted to resign (according to the article). But JC Penney had no one to replace him with, so he waited two weeks, in which time, the former CEO was approached and jumped at the chance to lead his people again.

What does appear in these articles time after time, is mention of JC Penney's largest shareholder, hedge-fund manager William Ackman. He seems to be the pusher for a greater bottom line, and the pusher for grand cuts like this to employees. Not sure why he'd be OK with a 180degree turn on the customer base, effectively starting entirely over, alienating credit card holders who didn't mind paying fat interest rates each month on their charge cards.

But he did. As did a lot of other men at this corporation that sells to women. It's really quite dumbfounding. No wonder they thought the coupons were confusing. Obviously they don't watch Extreme Couponing on TLC which shows the high women get from a deal.

Oh wait, here's the kicker. I almost forgot. JC Penney is bringing back coupons and sales. So they need more signs in the stores to announce a sale and direct shoppers to sale racks. They used to do so much of this type of printing, that Penney's had their own printing in-house which kept costs down for all of their ongoing, on-demand printing needs. But Ron Johnson fired those guys too. Maybe he auctioned off the printing equipment?

I have a few healthy addictions in life, but what tops them all by far is my LOVE and OBSESSION with the beautiful, innovative, quirky, genius, why-didn't-anyone-else-think-of-this products that come from small businesses, and I know my partner at Tin Shingle Katie feels the same way.  It's for that reason that we're introducing a #SmallBizStyle series on our blog, and the item I'm sharing with you today is  going to blow your mind!

I think the moment I discovered Tin Shingle member Loly in the Sky's shoes was the fastest discovery-to-transaction moment I've experienced in my life.  My only buyer's remorse, was wondering if I shouldn't have snagged a few more pairs!

Here's why I love Loly in the Sky shoes:

• Their designs include a range of options from ADORABLE and quirky to classic and subtle.  Should you want  shoes that people stop you on the street to talk about these are your shoes.  Should you want shoes that are beautiful but not screaming "look at me now" these are also your shoes.  She's got something for everyone!

• They are proudly handmade with love!

• The company's entire branding is well done: the website, the newsletter, their blog - like Renee Zellweger, they had me at hello!

• Hello affordable: Loly in the Sky shoes are only $39.00!

• Speedy delivery! If you're still with me and not snagging a pair (or 5) of your own right now, know this: the moment I ordered I had my confirmation email (not something that always happens) and the next day they shipped.

• They exemplify #SmallBizStyle

Founders Lorena & Eduardo Vazquez clearly knows what she is doing! Can't wait to see what they come up with next!  My feet are eagerly waiting!  Until then be sure you find them online & on Twitter & Facebook!

When Kim Wahsham, founder of Kimmie W. Photography answered a PR Lead for unique Father's Day gift ideas, she had no idea a PR twist of fate would take her in a completely different direction photographing the Co-Editor in Chief of Beauty News NYC and snagging a feature in their Hot Mama's section.

Putting yourself out there can feel risky but it could turn into something wonderful.

Read Kim's story below and learn more about how persistence and being in the wrong place at the right time can definitely pay off.

HOW KIMMIE W. PHOTOGRAPHY ANSWERED A FATHER'S DAY PR LEAD AND LANDED A FEATURE IN BEAUTY NEWS NYC

How often have you been working on your own PR? Either by yourself or someone on your team?
Since the beginning of my business 2 years ago.

What press opportunity did you snag by replying to a PR Lead?
Getting featured in the Hot Mama's section of Beauty News NYC.

How long did the entire process take?
A couple of months. From the time I responded to the lead, doing the photo shoot and getting into print, it was a few months.

Can you walk us through the process, from pitch to placement?
I sent the pitch in May it was a lead for unique Father's Day gift ideas at Beauty News NYC. It was forwarded to the Co-Editor in Chief and she happened to be interested in updating her headshots. So instead of the Father's Day pitch, I spent the afternoon photographing and getting to know Kim Taylor and was featured in a blogpost in the Metro Mama's section.

Did you learn anything through this process that you can share with other small business owners?
DIY PR is often stressful. It takes time, effort and lots of patience. The moment I felt like I was ready to quit was the moment someone responded to my lead!! It will happen and when it finally does it's the greatest feeling in the world. 

Read more SNAGGED! stories like this by clicking here and keep pitching!