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How To Land Amazing Product Placement Opportunities

Every product owner dreams of opening up their favourite magazine and seeing their range displayed proudly under headlines like ‘This Season’s Must-Haves‘, ‘Hot List‘ or ‘Editor’s Picks‘.
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But how does it happen?  Is there a secret recipe for product placement success? And if so, “Argh WHAT IS IT?”
 
If you’ve ever asked these questions, you’ll love this week’s post! We’re sharing our 4 Step ‘How-To’ formula for getting your products placed in magazines, newspapers, blogs… or anywhere your target market is congregating, wallets open and waiting to buy.
 
Editorial Product Placement Coverage for Bobby Rabbit
Editorial Product Placement Coverage for Electra Bicycle Company
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Step 1: You’ve got to be in it, to win it:

The reason so many brands get featured in the press time and time again isn’t necessarily because they’re better than other businesses with similar products, it’s because they’re showing up – month in, month out – on the radars of their target publications with a story to tell and a high-res image to match. Constant contact with the press is essential to improve your chance of getting featured.

Step 2: Get organised and please: start early!

The bigger (and more influential) the publication, the earlier in advance they’ll have planned their editorial calendar. It’s no use phoning VOGUE on the 15th of August and asking to be featured in their coveted September Issue. No dear, you should have been working on that back in January!

Proactively plan for product placement by devising a list of your target publications well in advance of when you’d like to be featured. Access their editorial calendars and start cultivating relationships with key journalists or influencers in preparation for your submission. The earlier you start, the better: expect a lead-time of between 2 & 6 months.

Step 3: Throw everything at it:

Great photography, a sexy website, loads of product information, quick dispatch & delivery times, fresh social media content, raving reviews… all these factors can help you stand out above the competition when a media pro is considering whether to feature you in their spread. If they like you at first glance, they’ll want to check you out elsewhere online: you’ll want to be sure they’re liking what they see.

And once you hit send on your press release or upload your product placement submission, the fun just keeps on going: get on the phone to journalists to ‘sell-in’ your product, citing its features, benefits and why you’re right for the list.

Step 4: If you love something, let it go…

If you love your brand (and we know that you do!) then you’ll want to give it the best possible chance to get featured in the press. We recommend that everyone has a go at managing their own product placement in-house, so you can see how the process works and get a feel for media reaction to your range.

But if it’s a lot of attention you’re after, then landing widespread, consistent product placement coverage takes time. So when you’re ready to let go and see your range move to the next level, then our  Editorial Product Placement Service is for you. With an east rolling 30 day contract and no hidden fees, this service takes your range and uploads it on an exclusive portal populated with the UK’s top journalists, publications and bloggers. We’re getting fantastic coverage for our clients and would love to help you, too.

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