Concrete Blonde Consultinga

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of a company called Marketplace Pulse. We’re one of the leading e-commerce startups.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Concrete Blonde Consulting?

We wanted to elevate our profile with journalists and trade publications, so they helped us with public relations in order to build those connections.

SOLUTION

What was the scope of their involvement?

Initially, they performed market research to identify publications and journalists relevant to our industry. They evaluated which topics they covered and from which angles in order to find the best matches for us. We then applied that information to our company’s research areas and existing stories to see where there was overlap. Once we’d determined that, Concrete Blonde developed pitches for us and reached out to those specific people or organizations. At the end of each month, we get a list of pitches that were sent out with notes about which ones worked or didn’t, and they also made suggestions for improvement.

What is the team composition?

We work with their CEO.

How did you come to work with Concrete Blonde?

They were referred to me by a mutual friend who had worked with them before. They’re a small company like we are, and they’re also local to New York, so it seemed like a good fit.

How much have you invested with them?

We’ve spent at least $10,000 so far.

What is the status of this engagement?

We started working with them in July 2017 and the partnership is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our main KPI is the number and quality of press mentions we receive. Early on, the progress was slow, but as time went on the number began to build rapidly as our relationships with various journalists improved. It’s become easier and easier to pitch article ideas over time. Our number of mentions is still increasing every month, so they’ve definitely met our expectations as far as deliverable results.

How did Concrete Blonde perform from a project management standpoint?

We primarily relied on email and a few shared spreadsheets. That process was incredibly smooth and all we needed. I was pleased that we were able to get everything done effectively via email, rather than needing to jump onto conference calls, because I feel like those waste time.

What did you find most impressive about them?

I was looking for someone who could guide us through a field we didn’t know much about. We had business goals, of course, but we didn’t necessarily know the best ways to achieve them. Their job was to build professional relationships and help us with PR, obviously, but they also educated us on the best ways to improve from our side. That was one of the most beneficial aspects of our partnership.

BACKGROUND

Introduce your business and what you do there.

I’m the CMO and operations development manager of a quick service Mexican restaurant in New York City.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Concrete Blonde Consulting?

We wanted to increase awareness and boost sales. We were being eclipsed by major players in the Mexican food space and wanted to become better-known.

SOLUTION

What was the scope of their involvement?

Lindsey (Founder, Concrete Blonde Consulting) started by getting to know our company and niche market. She didn’t try to reshape us into something we weren’t but focused on our existing goals. She listened to what we wanted and created a plan to attain those results.

She connected with social influencers and got them to come into our restaurant, take pictures, and post about us online. They were mainly micro-influencers local to the New York area. She also reached out to a number of local publications to review our restaurant and spread the word about our promotions.

What is the team composition?

We worked with Lindsey Myers.

How did you come to work with Concrete Blonde Consulting?

They were a referral from a friend who has a marketing agency. The restaurant owner and I met with Lindsey and liked her. She charged a reasonable price, had good insights, and told us exactly what she could offer, so we hired her.

How much have you invested with them?

We spent about $25,000.

What is the status of this engagement?

We worked together from November 2017–April 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our sales jumped while we worked with Concrete Blonde, but that could’ve been for numerous reasons. We also saw an increase in our social media activity. For example, our Instagram account had more followers by the time our engagement ended.

How did Concrete Blonde Consulting perform from a project management standpoint?

Lindsey was detail-oriented and incredibly organized. She stayed on top of things and asked questions to better understand what we needed. We had weekly calls, and she provided monthly status reports.

What did you find most impressive about them?

She has a lot of good connections in the New York area. She understood our business well and was always searching for ways to promote it better.

Are there any areas they could improve?

Her interpersonal skills weren’t the best. She didn’t deal with me or the restaurant owner well. Her deliverables were great, but her customer service could use some work.

We ultimately ended our relationship because the customer relations wasn’t worth the price we were paying. She was great at contacting the media but wasn’t always available when we needed her.

BACKGROUND

Introduce your business and what you do there.

Francis Interiors is an interior design studio in Manhattan, New York. We specialize in high-end residential work, interior design, large renovations, and general contracting. I’m the founder and have several roles within the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Concrete Blonde Consulting?

We wanted to gain more exposure by putting our brand in front of our target audiences. We wanted more visibility in major publications and glossy magazines.

SOLUTION

What was the scope of their involvement?

We had an initial meeting to go over our needs. They came up with a comprehensive proposal that would fit my budget. They got us a major placement in a New York business magazine and several placements in blogs and regional publications. One specific story was for custom-decorated Christmas trees that we ran seasonally.

They find multiple placements for me and allow me to run my business. They call me up and interview me. They then transcribe those interviews into usable copy. They’re flexible and willing to work with my schedule.

What is the team composition?

I work directly with Lindsey (Founder, Concrete Blonde Consulting) and one of her associates, Whitney (Strategy Expert, Concrete Blonde Consulting). They act as our publicists and also join us at PR events.

How did you come to work with Concrete Blonde Consulting?

I met Lindsey through a professional networking group. I liked her demeanor and we were instantly compatible. I wanted to work with a PR firm but was worried about cost. She offered a free consultation to ask questions about our needs and to present a proposal. She understood the company very well and captured what I was looking for. I decided to hire her after that initial meeting.

How much have you invested with them?

Our original contract is approximately $25,000. So far, we’ve spent about half of that.

What is the status of this engagement?

We started working together in September or October 2017. We’re about six months into a year-long contract, so the relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The exact impact of their work is hard to track, but their blog articles help feature our name and draw reporters back to our website. They’ve improved our SEO, which supports my digital advertising. We collaborate very well and they’ve increased our online footprint and brand awareness. The market sees us as a serious interior design studio, which is great. They’re very intuitive and do great work. They play a significant role in our marketing efforts.

How did Concrete Blonde Consulting perform from a project management standpoint?

They’re very responsive and regularly chase me down to provide answers for reporters and other external forces. They maintain an email tracking system and are very efficient.

What did you find most impressive about them?

Lindsey and her team are very approachable. They’re flexible and willing to use communication methods that suit us. A PR firm is only as good as the service it provides. They market us well and place us easily. It’s a good working relationship.

Are there any areas they could improve?

Not that I’m aware of. They may specialize in a particular industry eventually, but we’ve never seen any downsides to their work. They’re a young company, which suits me very well. We can grow together.