What You Need to Get Great Product Publicity - A Product the Media Loves - Zable Fisher Public Relations

What You Need to Get Great Product Publicity – A Product the Media Loves

If you want to get publicity for your product, here are the three steps you must take in order to succeed:

  1. Have a great product (and packaging).
  2. Find the right media contact and make a great pitch.
  3. Follow up.

The key here is knowing that if you don’t have a great product, steps 2 and 3 are useless.

What Makes a Great Product?

Most people underestimate the importance of a great product.  That’s because if you make or sell a product, you always think it’s great.  But what makes it great to the media is probably very different.  Here are the qualities (the more features/benefits that your product offers from this list, the better) that make a product interesting to the media:

  • Solves a problem in a unique way
  • Amazing design
  • Breakthrough idea – example:  Quirky extension cords
  • Works well, tastes great, etc. (In most cases the media will test out your product if they are interested in featuring it in a story)
  • Colorful packaging / visually appealing – especially important for visual media
  • Product ties into trends – organic/green, political, etc.
  • Priced right – less than key price points ($100, $50, $25, $10) or priced high if truly a luxury item

Do These Products Pass the Test?

Here’s an example of a product from the February, 2014 Oprah Magazine “O List,” which offers monthly products that Oprah and her team love:

o list feb 14

Example #1: Cleansers from Sapadilla — do they meet the media criteria for a great product?

  • A truly new product? Yes
  • Unique, breakthrough product? Not sure
  • Tastes great / works great?  I’ve never tried them, but I’m sure the folks at O Magazine did, and I trust them
  • Colorful packaging / visually appealing? Yes; using different colors for the text makes the ordinary white bottles stand out
  • Ties into trends? Yes; Healthy and Green
  • Priced right – less than key price points ($100, $50, $25, $10) or priced high if truly a luxury item?  Yes; priced under $10

Here’s an example of a product from the March, 2014 Woman’s Day Magazine “Under $20 List,” which offers monthly products from the WD team.

WD mar 14
Example #2: Fig & Rouge Pomegranate Balm from BeautyHabit.com — does it meet the media criteria for a great product?

  • A truly new product? Yes
  • Unique, breakthrough product? Not sure
  • Tastes great / works great?  I’ve never tried them, but I’m sure the folks at Woman’s Day did, and I trust them
  • Colorful packaging / visually appealing? Yes; the fun, nostalgic packaging actually helped land a place in this themed product roundup
  • Ties into trends? Yes; A 100% organic, 100% pure, 100% natural skincare product
  • Priced right – less than key price points ($100, $50, $25, $10) or priced high if truly a luxury item?  Yes; priced at $9 – a “Little Indulgence”

Note to resellers:  It’s important to carry products such as this one, that the media is interested in.  Beautyhabit is a reseller, and has a winner with this product.

I hope these tips help you on your path to getting great publicity and subsequent sales!  For more ideas on how to get great product publicity, check out my 12 Months of Product Publicity program, here.

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