Using PR to Get Your Products in Stores
Now they all understand the power of pr and you've sort of seen my journey through it. How can you get pr to get your products in stores? Because this is a really powerful thing, especially if you are trying to focus on selling your products for sale so retailers love products that are featured in the media how many of you have gone to let's say a clothing store and you see a clothing line that maybe you're not familiar with and then next to it you see a little print out off a magazine mention that that clothing line was featured in or maybe a celebrity who's worrying that certain piece of clothing right? We've all seen that and retailers love that they love to know that you are working really hard to get publicity for your brand because it just means more sales for them and they also want products that the media cares about that celebrities love because that means that their customers are most likely to love it too. And when you're pitching to retailers, the one thing I wanted to ment...
ion is that mention to them that you are working on getting press and tell them some of the press outlets so you've been in especially if it's a really big national magazine or even a local one if you're pitching a local store let's say in l a and your products were featured in los angeles magazine let them know that and that lets them know that you're serious that you're investing in your business and they just absolutely love that and then offered to send them a print out of your press mention again they really want to have that sort of standing right next to your product we talked about social proof and credibility a lot and this is one way that they could get social proof and add credibility throughout their store with all of the products that they that they carry yes robyn are partnered with a store to do a pitch together um you know I have not but what I did with my soap business is that my soaps made it on a tv show or like the morning news in denver and then I already had a store in denver that was carrying my soaps so I told them ok myself are going to be featured this morning or a few mornings after that and on this tv show do you want to stock up and she said yes so she got more more soaps in and they actually sold out by the end of the day that morning that myself where were featured and it was interesting because that morning I was thinking a lot of people were order online especially from denver because maybe they don't want to drive to the store and I've got zero orders online today from denver everyone was rushing to the store to buy those salts and she was so happy she was like thank you so much you know this was awesome, so it just makes them so happy because they know that you're investing in your business and you really do care about your products being seen and having visibility and it's not like just arm launching this here by it so it really is important tio do that throughout your business and let your partners know whether it's, your retail partners or any other sort of marketing partners that you might have along the way to let them know that you're really committed to getting visibility and buzz for your brand. So yes, elizabeth with that tv show, did they say they were in particular stores or did people come to your web site and find that they came to my website and founder tio and I had told the woman who was presenting myself? I said they're also in this store in denver if you want to mention them and I guess there she must not not a have had enough time so people saw it she did mention that it was a local company so people knew that I was local because I think she was on ly featuring local gift from that area so people who are buying those knew that my company was local, but then they came to my site and saw my store locator and we talked about that during the first course about how important it is to have a store locator if you sell products to other retailers. So so, yes, and they all went to the store. Yeah, so, so pretty interesting. It really does help tio get that credibility with retailers and get them to take a chance on your product, because when they're first bringing in a new line, they don't know if it's going to sell. They don't know if they're wasting their money, and they're going to have inventory that's going to sit there for weeks or months. They want to know that they could sell your product really quickly so they could re order. So keep that in mind as well.
Doing your own PR can be really intimidating. It is easy to feel like you don’t have the right connections or budget to get featured in the media. And what happens when you don’t have enough product to meet the demands of a huge press mention? Andreea Ayers knows exactly how that feels and in PR for Crafters she’ll help you develop a complete action plan for getting and managing press.
No matter how big or small your handmade operation is, Andreea will help you set up the PR plan that is right for you and the way you do business. She’ll help you identify the types of stories editors are looking for and how to pitch them what you sell.
You’ll learn how to:
- Find out what magazine editors are working on and who to contact
- Tailor pitches to magazines, bloggers, and other media outlets
- Increase sales after you get a press mention
Andreea will help set up a PR plan that doesn’t overwhelm your schedule but is in alignment with your target outlet’s editorial calendars. You’ll master the art of making your work more compelling to editors and more likely to be picked up.
Andreea has started and sold three companies in the last five years and that success has been bolstered by her DIY approach to getting press. In PR for Crafters she’ll take you step-by-step through her process and offer lots of tips on making it your own.