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Questions & Answers

Posted by waltonwoodfarmgmailcom on 2015-04-25 09:27:00
Title: Recently Began Exporting to the U.S.
Category: Marketing

What's the most cost effective way to get our product featured in magazines, newspapers, by bloggers and on TV? We have set up good distribution channels in the U.S. and Canada, and just landed a deal with Nordstrom, but need publicity to help our brand grow. Cash flow is always an issue at only ten months in business, so budget-minded suggestions are appreciated. Thank you! Leslie Scott, waltonwoodfarm.com

Answer:

Sarah Bancroft
2015-05-04 15:42:00

Dear Leslie,

Congratulations on your deal with Nordstrom thats huge! Hiring a PR firm can be a huge cost outlay, so I would start by compiling a list of the top magazines and blogs you would like to be featured in in your market, and drop off product at their offices with a follow up email to the editor and a press release highlighting your "news hook," which might be your Nordstrom news, and your "story". A lot of companies will also include a social media "challenge" for editors as part of the product drop, such as "Tweet us your favourite one" or something that gets them to demo the product on social media. Start by targeting smaller magazines and bloggers (youll get on Goop eventually!) so you have immediate results that you can in turn use for your marketing. One rookie mistake I often see though is pitching one publication by saying you were just featured by their competitor. Everyone wants their own scoop so be strategic. You would be surprised how much coverage comes from just getting your products onto the desks of writers and bloggers in person, rather than sending an email or issuing a press release. Good luck!!

Sarah Bancroft, Co-Founder and Editor-in-Chief, VitaminDaily.com