How to… product placement

Getting your product in front of potential customers is a must but managing to do that can be trickier than you think.

Product placement can be defined as a business having its product in or on some kind of media. This could be a placement in a magazine, a national newspaper, TV or with an influencer.

Key to any successful product placement is picking out the right products. For a food item it could be a flavour – as I’m writing this, chocolate orange is the flavour we’re all talking about.

On the other hand, it could be a product theme everyone is talking about. Over recent years anything gin related has been a hit, whether a bottle of the spirit, a glass… in fact anything with the word gin on it or flavoured with gin!

We’ve run successful product lead PR campaigns for clients including The Vegan Kind, Muscle Food and Spicentice, and love nothing more than seeing their products appear in the press.

There are other factors to take into account when reaching out with a product. Here are a few tips to give you a helping hand:

Be timely

If your product is ideal for Christmas, don’t pitch it at Easter. Likewise, if you have a nice summery item, don’t send to press in the middle of winter. Timing is critical – get it wrong and your product will be ignored. Get it right and you’ll see it everywhere.

Factor in lead times

Press have varying lead times which are easy to overlook. As a rule of thumb, we generally allow a three /four-month lead time for monthly titles and around six weeks for weeklies and supplements. Dailies and online can be quicker and more reactive, however they will plan things like gift guides well in advance.

Samples

Always have samples available. If the item is for a gift guide, titles or websites will often want to photograph it themselves. If you’re planning to reach out to bloggers and influencers, they will definitely request samples.

Photos

You always need great photography for product-based PR. Have a selection of shots – cut outs are essential and the odd lifestyle shot.

Be accurate

Always have accurate product information. No one’s going to use it if you’re not sure on the price or haven’t got a URL you can supply them with. Have a good product description to hand too.

Targeted pitches

Be targeted when you’re pitching the product. Identify the team or journalist putting together a gift guide or a particular feature. There really is no point in pitching your client’s beautiful new slippers to the politics writers.

Follow ups

Remember to follow up if you’re sending samples to journalists, as items can get lost in the post. They also get lots of samples, so it’s easy for yours to get overlooked.

Looking for more advice on how to get media attention for your new products? Get in touch.

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