Media Feature: Julie Cole Mabel’s Labels

Monday, Jun 29th, 2020

This is a good one! I have known Julie Cole for easily a decade (maybe more) from my previous days of Mom blogging. We would cross paths at events and blogging conferences. Julie was rocking it then, just as she is rocking it today.

Sometimes it feels like Julie is everywhere. She co-founded an amazing business. She shows up at social media and blogging conferences, business luncheons, speaker panels, and charity events. She is very active in her community. She is also a busy mom of 6!

Julie is also very active in the media…showing up on TV, on radio, in magazines, on blogs and podcasts. So I thought it would be great to ask her a few questions and get her thoughts and insights when it comes to media and PR and how it has helped propel Mabel’s Labels

CL :Tell us a bit about you and your business

JC: I started Mabel’s Labels with three other women 17-years-ago. We make cute and durable personalized children’s labels. With the current Covid19 situation, we have added some products to our line, including face shields, masks and social distancing stickers.

I’m also a mom of six kids, a parenting blogger and involved community member.

CL:What made you start your own business? What was your why?

JC: Mabel’s Labels started for two main reasons. The first was that we had a great product idea! We were tired of using markers and masking tape when trying to identify our children’s belongings and decided we could create a product that was both beautiful and functional, saving families from losing belongings and having germy mix-ups at daycare, school, camp and play dates!

The second reason for starting Mabel’s Labels was that my oldest child, who was then three-years-old, was diagnosed with autism. I knew the traditional workforce would no longer suit me, as I tried to navigate the system and advocate for him. I’m proud to say that as Mabel’s Labels has grown and thrived, so has my son. He just finished his second year at University and is a wonderful son, friend to many and brother to his five younger siblings

CL: Tell us about your media experience…where have you been featured?

JC: I have been fortunate to have had a lot of media experience. In the US, I have been on NBC’s The Today Show, HLN’s Raising America, Morning Express and Weekend Express. In Canada, I have appeared on Breakfast Television, the Marilyn Denis Show, CityLine, CP24, and host a monthly segment on CH Morning Live and many regional morning programs throughout Canada and the US. I have had articles published in Profit Magazine, The Globe and Mail and countless parenting websites.

CL: How did it come about? Did you pitch or did the media get in touch with you?

JC: I feel like it was a bit of both. I found once I had some successful pitches, I was on the radar of the media and they would reach out to me. I took this kind of PR very seriously from the start. These appearances are very important for a business. I got media trained, hired a PR agency and positioned myself as an expert in several fields so that I would be at the front of mind of Producers.

CL: What was/is your biggest challenge when it came to reaching out for media mentions and coverage?

JC: I think a general challenge people face is looking professional. I think making sure you have a great headshot, a nice press page and a press reel is important. In those early days, you have to get a bit creative and sometimes it can be difficult to be confident. Remind yourself of YOUR story and what you have to offer. No one else can be you and share your story!

CL: What was easier than you thought it would be in terms of media and PR?

JC: My experience was that once I had a few appearances under my belt, I had some credibility and pitching became easier. My number one tip if you want to be invited back for an appearance or segment is to make sure you look camera ready AND you make the Producer’s job as easy as possible. I send a very clear segment outline, even suggesting host questions.

CL: Why do you think media attention/press is important?

JC: Because it can do what paid advertisement can’t to – it is more like a testimonial, it puts a face to your brand and visibility equals credibility, which leads to loyalty! You must get in front of people! No hiding being our laptops!

CL: What advice would you have for other entrepreneurs who want to get press but are afraid to reach out?

JC: Sometimes we undersell ourselves – that is where a media coach can come in. Someone like you, Christy, can help clients determine their value proposition. Doing things like writing your own bio, press page or pitch can sometimes just feel awkward because women have great difficulty in sharing our qualities. We are far too humble, which is why it’s important to bring someone in to help you.