Are you about to publish a book, launch a new baby stroller or games gizmo? Maybe you’ve produced a new range of teas?
If you’re doing your own PR, one of the best ways to increase the chance of the media thinking your new product is as good as you do, is to give samples to them. Sometimes, the media will request a sample to review or test. Regardless, you can be proactive in sending out media samples yourself.
Below are nine tips to make sure your product makes an impact with the media:
1. Be picky. Even if your product costs less than $20, that doesn’t mean you should go and send it to any journalist, randomly. You have to get your product to those journalists who reach your target market. Using tailored media lists such as ‘new product’ lists and your own research will help give you an idea of who these journalists are.
2. Ask before you send. Especially if your product is expensive, you need to ask a particular media person if they are interested in receiving the sample. Otherwise, you are wasting money and time giving samples away without any media coverage to show for it.
3. Don’t send your sample out alone. Think about including:
- a press release
- product information
- instructions for how to use your product
- testimonials
- product photos
- additional items a person may need when testing your product (eg batteries)
- your contact information
4. Showcase your best. Don’t be skimpy; provide only the best of what you have to offer.
5. Ship safely. Pack your product properly to make sure it arrives in good condition. If you have a breakable product, pack it securely.
6. Be clear about returns. You may want the journalist to keep your sample. However, company policy may restrict them from doing so. It can also depend on the nature of your product. Perishable items can’t be returned. Neither can products that are personal in nature such as underwear. If your product is too expensive to give away make it clear that you are loaning the item for testing and review, and have clear guidelines on when it needs to be returned.
7. Follow up. Now you’ve sent your samples, follow up the journalist to see what their response is. This can be done simply by email, or a quick phone call.
8. Keep track. Keep track of the samples you send, to whom, and the results. Don’t be troubled if you don’t get media exposure with each sample you send. That’s just not realistic. However, by monitoring your results, you’ll get an idea of which journalists are open to your pitches and which approaches work best.
9. Send samples at the right time. Depending on the nature of your item, certain occasions are perfect for sending product samples, such as before Christmas. Keep in mind that most media outlets plan their content months in advance.
Have you sent samples of your product to the media before? What results did you get? Share your experience in the comments below.
