We're sending out our first PR package today! I've been dreaming up a way to do this differently for a while now, as I talked about here, and I'd love to spend marketing dollars towards our newsletter list. Influencing is an amazing platform and I respect the amount of work that the creators put in to grow their audiences, however I also think there is a huge amount of influence in everyone's circle of friends.
From the brand perspective I see the amount of packages and products that influencers receive, and it's truly more than one person could consume or try and they are often open about gifting or donating the products (I always appreciate the honesty when an influencer talks about this part of their job).
From the customer perspective I see the amount of free, beautiful products that influencers are sent and honestly would love a surprise package on my doorstep from one of my favorite brands.
I believe there is an untapped sweet spot of 'everyday influence' that could be found by spending marketing dollars on free product to people who are not receiving mounds of PR packages (or even who are, but are still interested enough in our brand and products to want to be on our email list). It also makes me super excited to think of making people's day who are not expecting something, and get a surprise on their doorstep.
Another big dream of mine is to actually send out lavish, unexpected gifts to our newsletter subscribers along the way. The first on my list is a Chanel purse with a Bible verse beautifully painted inside (imagine the chic feeling of Goyard's monogramming mixed with beautiful calligraphy inside the inner flap of a Chanel 2.55 bag). Maybe with Proverbs 3:13-15 inside in an elevated take on the verses underneath all In N Out products.
Proverbs 3:13-15
"Blessed are those who find wisdom, those who gain understanding, for she is more profitable than silver and yields better returns than gold. She is more precious than rubies; nothing you desire can compare with her."
I've often mulled over many Bible verses about money and making sure God is the center of my life. I love fashion and beauty and often feel aware about not wanting to 'love money' or stuff more than God. Just by living in the United States we are often abundantly wealthy just by having a roof over our heads and clothes on our backs. A thought though has constantly bubbled up (along with the lyrics of 'Give it away' by George Straight that has a very different message but an applicable tag line) that I want to always be willing to give away anything God is asking of me. By releasing the mental hold on the stuff and the money, its taken a little power out of it and helped me see the things and stuff as mild entertainment, but not the ultimate goal.
A Chanel purse has definitely been a large 'goal' or carrot in my mind. I'd see brand founders or an influencer carrying a pretty quilted bag (all the way back pre social media to The Hills and Lauren Conrad's Chanel Quilted Medallion tote) and think that someday I'd want to build a brand or a company so that I could get a pretty bag. It sounds hallow when I type it out, but it is true.
However the thought of if this brand succeeds (saying that as a prayer that I'm totally putting in Gods hands, not in a boasting way but in a 'if it's God's will' way) that the first big purchase I'd make being 'given away' has become more exciting than the thought of getting something for myself. Giving someone a completely unearned and unexpected gift with a little bit of God's wisdom painted inside is my ultimate PR goal.
Originally I wanted to start a makeup brand because I loved beauty. I never had a real reason but had the desire and passion in my heart. However I feel like the thing I feared most in life is slowly becoming the true 'why' behind this brand. Creating good products that spread the Good News to everyone, especially someone who maybe needs to hear it most.
Today the first email went out to our newsletter subscribers offering them our first PR package. It's not as lavish as PR packages I've seen on social media, however its a product I created with a hand written note from me to whomever would like one. My hope and prayer is that the candle in this PR package adds a little light to their homes, and the notecard Bible verse adds a little light to their hearts.
xx
Aubree
PS a few little fun facts - while not the most branded PR package, these colorful notecards have come with me everywhere from college over the last 14 years and I've used them to write notes to my family and friends, and even for my little ones to 'write' notes to family and friends. Using my last few to send out to my hopefully first ever PR package recipients felt like a sweet use of them. The beige notecards are what I use to write Bible verses on and always try to have one out on my vanity or kitchen counter. And the messy photo is what my house usually looks like in the afternoon while writing these blog posts at nap time. Messy and full :)
OH and also, scroll to the very bottom of this page to sign up for our newsletter and be on Otho's PR list ;)
