“Our experience with Avaans Media was more than we could have asked for. Not only did you blow us away with results, we learned so much from your team of experts. I know we will work together again.”
There are lots of reasons to invest in CPG PR, but no matter the reason, it’s an investment and you want your efforts to pay off, which is why you’re hiring a top-rated PR agency in the first place, right? Whether you’re trying to educate your customers about a distinctive ingredient, improve customer loyalty, invest in brand value or want a more straightforward approach to product inclusions in holiday gift guides, PR is not a set and forget it strategy, you can radically improve your outcomes with these three tips.
Maximize Your DTC or CPG PR
Multimedia for the Win
49% of journalists want pictures with the pitch. Owned media is an important tool for earned media. Having a variety of images of your CPG product images, both lifestyle, and product shots are helpful to busy journalists who don’t have time for multiple back and forth emails. Sometimes having the ideal lifestyle shot makes all the difference for busy editors who need a header shot for the story. In fact, journalists are 6X more likely to open pitches with multimedia, that’s a huge improvement when you consider that over half of journalists receive 50-100 pitches, PER DAY.
Images are the most common multimedia inclusions, but you can stand out with infographics, and social media posts too.
And data. Data is key. 39% of journalists want relevant data in the pitch. The funds for investigative polling are all but gone, if you conduct a consumer or industry poll and have fresh data, that’s news. And you can use that data in multiple ways, both for your own inside strategic planning and to secure media coverage.
Affiliate Links…For Journalists?
It’s not exactly news that media outlets are reshaping their revenue sources. Modern PR agencies understand the world is moving faster than ever and everyone in the media space is pressed for time and revenue.
For CPG or DTC products, having an affiliate program for media outlets increases the chances your product will get coverage in round-ups. Almost all media outlets are using affiliate links on their coverage, everyone from the Today Show to your local morning show. Being able to include an affiliate link in the coverage means your product may receive multiple pieces of coverage from one pitch.
Be Story Ready
When every company says it’s unique or revolutionary, it’s not eye-catching anymore. In fact, 100% of journalists roll their eyes when they see those words, because about .05% of the time, it’s true.
If you’re looking to leverage PR for things like features or newsjacking, be ready to help shape, inform and create the stories that will be attractive to the media. Even if you really DON’T have “any competitors,” you STILL need a story to get deeper more important coverage.
One PR professional said it best in an anonymous interview with Digiday: “It’s not enough to just be a disruptive DTC brand anymore. Brands need to figure out who they are, why they’re doing something so innovative and then work with us to tell that story.”
Your PR company needs to know that when they schedule a meeting with a journalist, you will respond in a timely manner. 1 in 4 journalists will block a publicist who fails to respond within the same day or a given deadline. If you’re not able to be available for journalists, say that upfront, to save face with journalists.
All statistics are from Cision State of Media Report 2022, unless otherwise noted.
Google Searches for “Christmas Gifts 2022”
PR SPRINT PRODUCT PR FAQ
Why is it called a “sprint”?
It’s a sprint, not a marathon.
This program is all about fast-moving tactics and fast results. All packages are for a limited engagement.
What are the sprint seasons?
We have 4 annual product PR sprint sessions:
Back to School
New Years-Valentine’s Day
Easter/Passover/Ramadan, Mother’s Day, 420, Earth Day, Dads+Grads, Pride
What will you be pitching?
This is a product pitch program.
We will pitch your products to our deep well of media contacts for calendar-based inclusions and gift guides. These are great introductions for the press to “meet” your product if your product is new, or be reminded of your product if you haven’t done PR in while.
How many products are included?
If you have many products, we’d love to include them all – some products just fit better with different publications.
What’s in the pitch?
To brand-consistent lifestyle outlets that cover products and gifts.
Is this a long-term contract?
No. The PR sprint is a short-term product PR program.
If you want a more expansive program that includes awards, thought-leadership, feature pitching, and campaign development, please contact us to discuss your specific business outcome needs.
Will I be sending samples?
Journalists will expect samples.
Will I be able to request placement in certain media outlets?
We welcome and will ask you for your top placement requests and ask you more about your customer so we can pitch to other outlets that will also love your product. We can not guarantee placement in any media outlet, that is an editorial decision, but we will absolutely prioritize your requested tier 1 media placements.
What kind of results will I see?
Your products will reach hundreds of millions of people, be shared on social media, and appear in coveted search results.
How much does it cost?
You can get the most up-to-date information including pricing by request below.
Is there a deadline to sign up?
Acceptance is limited.
The sign-up deadline is the start date on the packages or when the spots fill up, whichever comes first. The earlier you sign up, the sooner we can begin pitching.