Are you a designer maker? Would you like to get your products featured in magazines? Today we are thrilled to share tips from PR Dispatch.
6 tips for getting your products featured in Magazines.
The key to success in any business is building brand awareness and then converting that awareness into sales. Without the initial brand awareness, no one will know about your products. It can be achieved in a number of ways including through social media (organic and paid), advertising and Google search, however one of the most credible ways is through magazine (print and online) product placement. Gaining coverage in the right publication can massively increase your brand awareness and exposure, increase traffic, social media following, and ultimately benefit your sales.
Traditionally, brands would hire a PR agency that would set them back thousands each month without any guaranteed results. But in this digital age where everyone is connected, more and more brands start doing their own PR in-house. We know that no-one can sell a product better than the brand itself so we’ve compiled our top PR Dispatch tips for getting your products featured.
1. Have your assets ready
Regardless of whether you are doing your own PR or paying an agency to handle it, a must before even starting to reach out to the press is getting your assets ready. Assets include high-res imagery, look books, line sheets, and a website. First impressions count, so it’s important to get these right before you start your press outreach.
Your imagery will be your most important asset. You will need both lifestyle and cut-out imagery. Trust us when we say an editor will only consider your product for a shopping page, if you can provide them with high resolution and clean cut-out shots. Your lifestyle imagery should be beautifully styled and well considered for your target audience.
As well as imagery, you will need a digital PDF look book, a line sheet which clearly shows each product, name and price point, and finally a well-functioning on-brand website that is easy to navigate.
2. Do Your Research
We can’t point it out often enough; when it comes to PR, no amount of research is ever too much, and you should by no means underestimate the power of research. And yes, editors will be able to tell if you’ve never picked up a copy of the publication you’re pitching to.
Start by compiling a list of publications you want to target. Focus on the publications that is right for your target audience. While it may be your dream to get featured in certain publications, it is probably not going to happen if your price point or your product is not right for the magazine you’re pitching to. Being aware of your core customers and what publications they read will allow you to focus on the publications that are right for you and your market.
Once you know your target publications, try and find out as much as you can about the publications you want your brand to be featured in. Research goes a long way; get to know which editor compiles the feature, what products they normally feature and follow and engage with them (where relevant) on social media. This will enable you to establish a stronger connection with the editors and show personality.
3. Understand how publications work
It’s key to understand of how publications work. Each publication will have a different readership, lead times and is made up of a number of features. Identify which publications are right for your target audience and then read them front to back (more than once). You’ll quickly be able to figure out where your product sits.
While this may not be the case for all publications, long-lead (monthly) publications generally start compiling their features anywhere between three and six months in advance, while weekly and online publication generally have much shorter lead times.
4. Tailor your email pitch
Your email pitch is the most important part of the PR process. It needs to be tailored to the publication and page you’re pitching to. Thorough magazine research is key as its important to know what features the editor compile and the type of products and price point they usually feature.
Keep emails short and sweet, suggest the feature you are pitching to and include a catchy subject line, or a subject line clearly targeted at a specific feature. Finally, attach a product suggestion or two at a low-res image size (to avoid clogging up the editor’s inbox).
5.Don’t give up
Rome wasn’t built in a day. The same goes for getting your products noticed by the press. Editors are busy people that receive hundreds of emails a day and generally speaking they’ll only get back to you if they need something from you at that particular moment.
We know how frustrating it can sometimes be, but don’t be disheartened and try not to take it personally if nobody gets back to you straight away. You might email a publication and 4 weeks later they might respond asking for an image because it’s relevant for what they’re working on then.
Sometimes they won’t respond at all and might just pull a photo directly from your website to use for their story. It’s the unpredictable (and thrilling) nature of press. Send a short follow up email a week or so after your first just to check it didn’t get lost in their inbox. If you still have not heard anything, save the contact for later and approach the editor again with a different product or for a different feature.
6. PR Your PR
Securing a great piece of press coverage, especially your first one, will be a proud moment, and you’re going to want to tell everyone about it. And why shouldn’t you? It’s a great achievement, so shout it from the rooftops!
Tell your friends and family, but most importantly – make sure you share it across your social channels and include it in your newsletter. This will increase your brand credibility. Great coverage leads to more great coverage. Share it on your website (as featured by), social media feed, highlights on your Instagram and write a blog post about the coverage to improve your Google ranking.
About Rosie Davies-Smith
Rosie Davies-Smith is the founder of PR Dispatch. PR Dispatch give brand the contacts, guidance and support to pitch their own products into online and print magazines from just £39. Our subscribers have been featured by some of the biggest UK publications, including Stella, The Telegraph and Elle.
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