Three Absolute Must-Haves For Successful Product PR

Whether it’s a big Silicon Valley mainstay or the mom on Main Street who reinvented the way we clean our homes, the formula for a successful startup is largely the same; find a problem category and fix it. But when we hear “startup,” we often peg the usual suspects: Facebook, Airbnb, Snap Inc., Uber, etc.

However, the companies taking on the established industries and truly reengineering the consumer experience are the consumer goods companies that are proving just as innovative as their more high-profile tech counterparts.

Case in Point? Warby Parker and Everlane cracking the top 25 of Fast Company’s 2016 Most Innovative List.

It’s evident that today’s consumers crave a deep personal connection with brands and we’re certainly seeing a shift in the way we design and market across products, places and services. For brands planning to launch a new product, consumer PR becomes a company’s most valuable asset in today’s market, especially if the product is set on challenging the traditional mainstays.

Here are the three absolute “must-haves” for consumer goods and product marketing:

• Distribution – The very first question an editor will ask is, “Where can I get it?” Simply put, if the product is not available, it can’t be sold and most customers won’t wait. Landing a major story without a solid distribution channel is not effective if the ultimate marketing goal is to drive traffic, leads and sales.

• Samples – Consumers crave the tangible, and one of the best ways to land publicity is to provide an experience with the product. Whether it’s an influencer kit or a bonafide family trip to the product factory, finding some way to give people a test-drive of what you’re offering (like our client Mrs. Fields delivering themed free samples to fans) is a sure-fire way to engage the media.

• Patience & Perseverance – While the news cycle for financial, political or healthcare moves fast and furious, consumer product and lifestyle stories are considered “evergreen” in that the shelf life is longer, hence coverage may take a bit longer to procure. Alternatively, editors may wait until the concept is “proven” before they pick up the story. Patience, tenacity and perseverance go a long way in securing long-leads stories.