Melanie Notkin

Your question has been sent to Melanie Notkin. Ask another

• What would you say are the top 3 most effective ways for start-ups to get the word out about their biz?

  • 

    Social Media (I loved Twitter – the community has been rooting for me and my success for three years now), PR (you can rely on an agency but do your own too. I always get more press on my own because reporters love hearing from the founder), attend networking events and tell people your story. Go to 3 a month at least.

• Who were the first people you hired, and what were the biggest qualities you looked for when you brought them on board?

  • 

    I don’t yet have FT employees as I am still bootstrapping and investing in other things. However, the developer I work with was referred by a former colleague. My current part time ‘associate editor’ wrote into the site and told me she was interested in write for me… when the positioned opened up after the then assoc editor had to focus on her FT job, she was the perfect candidate. She was talented, reliable and has a huge passion for Savvy Auntie.

• How did you originally get the word out about SavvyAuntie?

  • 

    The first ‘public’ use of Savvy Auntie was on Twitter on Aug 20, 2007. By the time I launched on July 9, 2008, Savvy Auntie was the most Tweeted word that day! So social media was huge for me. I also hired a PR agency for 2 months (June and July 2008) but I also had networked a ton in advance for media coverage. And got it!

• Are there any Facebook Ad strategies that you've found to be especially successful?

  • 

    I LOVE Facebook Ads! You are able to target interests- so I target women who have the word niece or nephew in their profiles. Then I created ads eg: I [heart] my nephew – that are very “like-able.” I am paying pennies – literally – for engaged and happy fans. LOVE FB ads! By the way- it’s the only advertising I’ve invested in.

• Why did you decide to write a book, and how do you think it will help your company?

  • 

    Savvy Auntie was always designed to be a multiplatform media company and books were always in the plan. In fact, the inspiration for the company was a little story I wrote for my then baby nephew I thought I’d have published. But to get published, you need a platform and audience. So I created SavvyAuntie.com. Just over a year after I launched, Debbie Stier of HarperCollins approached me for a book. The books helps promote the brand, it’s mission, and myself as Savvy Auntie. Books tend to ‘legitimize’ you. And now, I’m too legit to quit ;)

• You get great exposure in the media. How did you brand yourself as a "lifestyle expert"?

  • 

    I just did. Here are some hints: Own a niche, get stunning photos of yourself, create an occasion or become and expert in an occasion (eg The Savvy Auntie Coolest Toy Awards.), get a reel done of you on TV. Sometimes, you have to take things. Don’t wait for them to be given to you.

• How did you originally plan to monetize the company, and has that strategy changed as you've built the business?

  • 

    Savvy Auntie is a multiplatform media company that was always designed for the web, TV, books, products, etc. So I was thinking long-term. When I started my company, I had yet to hear of Twitter (it was June 2007) but by December 2008 (just a few months after I launched) I signed a sponsored conversation deal with a major brand. I always knew banner ads would not be a viable option unless I was able to buy traffic. But if you believe the audience is there, so is the revenue. Be nimble. Sell the brand – no matter the platform.

• I have a great product, give excellent service & am very excited to work. But I am a TERRIBLE salesperson. Any advice for those of us who aren't great at self-promo?

  • 

    Great marketing means never having to sell at all. Focus on a strong product, fabulous packaging, well-identified niche and you own social influence to sell it for you. My advertisers come to me. I believe that’s why.

• Do you think NYC is a great place to be if you're building a startup?

  • 

    Yes because of the very large entrepreneurial community here. Plus, you have access to all kinds of media, and I believe that you have to be where you audience is – whether they’re online, watching TV or reading a book. NYC has it all.

• Did you have development/design knowledge when you started SavvyAuntie, and if not how did you get over the "non-techie" hump?

  • 

    I started my digital experience as a marketing director at New York Times Digital in 1999. My last job before starting Savvy Auntie was as AVP Internal and Interactive Communications for L'Oreal USA. I had won awards for color and design while there – on behalf of the work I did for the company – and the new and improved LOrealusa.com I managed was nominated for a Webby Award, Best Beauty Site. So, yes, I was fortunate that my vocation – and frankly my avocation – gave me the experience I needed to work with SyrupNYC.com – the agency that designed my site with me – and create what you now see as SavvyAuntie.com. I also hired a developer to work with teams in India and China on the backend techie stuff.