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How the media for household brands

How the media for household brands

Consumers want to raise interest rates Their products but do not know where to start? are in the gift industry is no better way than PR – especially if you are on a tight budget. Public relations experts Julia Nekich of PR agency The Ideas Suite shows how to maximize tailoring your message to the media and the public to ensure exposure for your brand.

Is your company feeling a slowdown in consumer spending? Or you are a start-up with no customer base yet, and next-to-no budget? You could do what many Companies in this current climate to do by cutting your marketing counteract a drop in income. Or you could do this as an opportunity for your brand to be seen from its competitors by PR.

Compared to his return is one of the best PR advertising methods available, and media is one of the strongest Avenues.

But before you start picking up the phone to pitch your product, that journal, it is advisable to spend a little time planning.

Who are your customers?

The first step is to really know who your customers and prospects so that they have the appropriate Media target, and create messages that will attract their attention.

Do not know who buys your products? There are ways to find out. For example, if yours is an online business, you could ask your customers to fill in their details (such as gender, age and geographic area), when their pay. If you have a business, you will ask buyers to your mailing list to do the same thing.

This first step is important. In your research, for example, you may find that your products are usually bought as a wedding gift or through at-home mothers – something you may not have known before. If this information , you can use to target this market better.

Why is the media?

What does each brand is, maximum to its customers. One of the easiest ways to reach customers is through the media – magazines, newspapers, TV, radio and online. If you media exposure compare to other marketing channels such events, or e-newsletter, there is no argument that the media really the greatest number of interested parties make possible. If you could have a e-newsletter to your customers You can reach 1,000 people. Sunday newspapers, on the other hand, have readership of about 750,000 hits. A best-selling interiors or women's magazine has 350,000 readers up to.

What media avenues to address you?

It is to consider two questions here: What media have read your customers see and hear? And is this outlet for products, such as yours?

To answer the first question, the most obvious places are seeing the media kits of each media company. They describe who and how large is the audience. The size of the audience is important – you will reach more people if your product in a magazine with a readership get 300,000 instead of one with a 50,000 readership. Media kits are available through a media company's website or call their advertising department and get one too Sent you.

The answer to the second question requires a little footwork. In the gifts and housewares industry, interiors magazines are of course a strong Allee. But to get the exposure in this competition is hard, simply because there are a limited number of magazines and available seats, and so many PR Accountants and brands are pitching products and news into it. Spend some time browsing to see through magazines in a bookstore or kiosk, which other journals Gifts Products cover. Wedding magazines, women's magazines, e-zines could, men's and health magazines have sections for your products. Many of them have readership in the hundreds of thousands.

As you develop your PR message for the media?

Now that you know who you are targeting and the media, you can send messages that maximizes your "hit rate".

Here are some important considerations when developing your pitch are:

1. Pitch new products. Media want the best and newest. If you find you have opened a product of a two-year-old catalog, it is likely not interested to publish it.
2. Delivering the product benefits. Does the product improve the human species to live? Is to save energy, add ambience to a room, or is it similar to a designer product 10 times its price? Add this "hook" to your Press release.
3. Make it a good time. Recycled materials are in vogue right now? Or natural colors? Notice what the media covers and pitch those kinds of products to you when you have them.

When drafting your press release, take the focus of your company, and write The share with the audience in mind – the media and readers. Start by developing a catchy title that promotes a great benefit of your product. The first paragraph should expand on these benefits to cover the most "newsy" part of your pitch. Use the next three fifty-seven numbers on other benefits and details included. Include product information such as colors, prices, sizes in stock. Your press release should all so that the media not to you for more information covered call – make it easy for them. Make your press release is not longer than one page, and end it with your name and contact information.

As Pack your ear?

When it comes to Giftwares and household goods, sending product samples and media are your chances of getting exposure for them to maximize. The magazines are great to photograph, that the products themselves – are the publications that you need to send products. Stylish bags with samples a press release, your current catalog (if any) and a product sample will be appropriate. If these journals have your product sitting there next to her desk, it is no trouble for them to add it to the collection of products are already recorded in their studio this week.

Publications smaller readers often do not have the budget for photography. Rather, they have to up it with hi-resolution images that they simply can. While these magazines also appreciate a product sample, it is not important, send it on. Whether you are sending a sample or not, you should include a CD with hi resolution (Shot 300 dpi) with a range of their products so that they included an image in their magazine. Emailing press releases and images, is also acceptable, but be careful about the Size of your images. You do not need to "jam" the journalist e-mail system.

Once you send your press releases and samples available stand and return any media e-mail or phone calls immediately. It can not high enough, as the media predicts this.

It's also worth following up media itself by calling or e-mail. Ask if they received the samples and is there anything they need. Do not follow more than once.

How to develop a long-term relationship with the media?

If you send the right kind of product on the right side of media companies, and you meet the above Media requirements start to rely on you for the material that is relevant to them and their readers. Within each media company looking for the right person to to the pitch. For product information sites, it is usually the stylist and market editor. If in doubt, pitch, the deputy editor.

Pitching good stuff once every two months is a good strategy – and keep it consistent. Sometimes it is meaningful to ask in particular journalists and stylists, what types of functions they are currently working to see if something other message or product name to have to offer.

[BREAKOUT BOX]

Julia's Top 10 condition to ensure media coverage

1. Send the right products – simple, stylish products with clean "Lines" tend to be picked up from media first.

2. High resolution images – media only consider images that are 300dpi and large. It's worth the money for good photography. Find a photographer who specializes in "Still Life" took portraits.

3. Company profile – Develop a paragraph long profile and use it consistently in every press release.

4. Samples – publications with large readership will photograph your Product itself do. You must be sampled.

5. Correct contacts with the media – to ensure that the correct journalists name and contact information for each publication.

6. Fact sheet – if you have complex product specifications, not clog them with press releases. Create a separate fact sheet.

7. Low resolution images for e-mail – if you can not send samples, please e-media low-resolution images for display only. Not the e-mail systems clog with hi-res images.

8. Attractively packaged media kit – so you will notice products, simple but stylish is the best.

9. Press releases with all the details. Make it easy for media including dealer details, all necessary product information, prices and contact details.

10. Return calls and e-mails as quickly as possible. PR consultant to do this and it is one of the many reasons they get such good results.

Of course there are always exceptions to the rules above. Taking note of the above factors will however increase your chances of a successful media presence.

About the Author

Julia Nekich is principal of Sydney PR agency The Ideas Suite. A former journalist, Julia has written for major media such as Sydney Morning Herald, Sunday Telegraph, Belle magazine, Australian Good Taste and Vogue Living. Visit www.theideassuite.com.au.

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