IS YOUR BRAND PR-READY? FIVE MUST-HAVES FOR A SUCCESSFUL CPG PR CAMPAIGN
Are you a CPG, wellness or beauty brand eager to land in the hands of editors at the New York Times, The TODAY show or the oh-so-coveted WSJ? Preparing for a public relations campaign is not as simple as sending a pitch, crossing your fingers and hoping for the best. In fact, the best PR campaigns are often the brainchild of the most well-prepared teams.
From the experts, here are five must-haves for launching a wildly successful CPG PR campaign:
“New News” - From sustainability breakthroughs to new product launches, innovation is key to winning editors over. While your company rebrand or big holiday sale may be sweet news to you, these announcements are better suited for owned media, such as an email newsletter and blog post – rather than a press release. Editors prefer pitches on products and services that impact their readers. Before prepping a PR campaign ask yourself:
Is it relevant? Will your announcement or product change the way consumers behave?
Is it timely? Did the announcement occur recently, at least within the last news cycle? Or is it “evergreen” content?
Is it proximate? Does it affect the reporter’s audience? If so, how?
Is there human interest? Is there an interesting backstory of the organization? The founders? Or the team?
Timely Tie-Ins - Besides offering editors new news, coupling pitches with timely tie-ins, such as a national holiday or seasonal hook is a go-to strategy for landing CPG placements. Ensure you give editors PLENTY of lead time to cover. For example, most print publications work six months in advance for planning, writing and printing. Meaning, we’re pitching holiday stories no later than July every year. Digital has a little less lead time. We recommend pitching at least 3-4 weeks in advance of events to ensure maximum exposure.
Beautiful Hi-Res Photo Assets - The easiest way to increase email open rates with editors and land major product placements? Compelling photography. Product roundups and gift guides now take shape as listicles and swipe through photo galleries. The best investment is a solid studio session and well-thought-out shot list. Be sure to have the following hi res photos in your lineup to up your chances for placement:
PNGs of your product on a white background (a must-have for landing print)
Lifestyle imagery of your product in use
General stylized lifestyle imagery - i.e. holiday or with complimenting features
Affiliate Programs - Today’s media landscape is uber crowded with shrinking newsrooms, budget cuts and an increasing lack of ad revenue. To make ends meet, publications are turning to affiliate marketing to stay afloat. While every product is (often) independently selected and reviewed, publications now get a cut and a commission when readers buy products through dedicated affiliate links. You’ve probably seen this when reading a story, clicking on a product then landing on the Amazon app and product page. True story: some publications won’t touch your product unless there’s a chance of commission. So get in on the game and sign up for a few affiliate networks. A few of our tried and true favorites include ShareASale, PartnerStack and FlexOffers.
Product Samples - Sampling and mailers are a proven PR strategy that allows editors to experience your brand first hand. A few key tips for successful mailers?
Gram-worthy packaging - Unboxing on IG is a big freakin’ deal as editors and influencers take pride in showcasing their mail hauls. Your packaging is an opportunity to make a solid first impression. Invest in beautifully branded boxes, or do a unique take on
Love notes - Personalized, handwritten editor notes go a long way with winning hearts and minds.
Compelling call to action - Build your audience by being direct and tell folks to follow, post and tag you on IG & TikTok. Be sure to include your handle on all collateral!
Can’t send a mailer? Try sending a bounceback or coupon for a complimentary sample that editors can take to their local retailer!