Curious how we can help get the word out about your company? Here’s a case study of Plush Puffs Gourmet Marshmallows.
What are they? Plush Puffs Gourmet Marshmallows are handmade, all natural, low-fat intensely flavored marshmallows! Light, fluffy, billowy puffs of sticky, gooey goodness, all eight flavors of these delicious marshmallows are made the old fashioned way – handmade in a two day process of whipping to a heavenly lightness, and flavored with the absolute highest quality all-natural ingredients.
Plush Puffs Gourmet Marshmallows are made by To Your Heart’s Content in the Los Angeles area. Prior to working with Three Girls, Plush Puffs had done no major marketing or PR and had only been featured on a few small websites. They were almost a year old when they began a media campaign with Three Girls.
GOALS: Plush Puffs wanted to increase their product’s retail distribution to high-end grocery stores as well as food service distribution to coffee shops and restaurants.
SOLUTIONS: Three Girls planned a nationwide media campaign focused on major consumer media such as Women’s & General Interest magazines, Food & Beverage publications, and Internet outlets. By positioning Plush Puffs in prominent, national press, Distributors and Retailers alike would see Plush Puffs’ popularity, giving them confidence to invest in the gourmet marshmallows. Positive editorial coverage would also drive consumer interest, increasing demand in stores as well as online orders of Plush Puffs.
RESULTS: As a result of the extensive media coverage produced by Three Girls, Plush Puffs has dramatically increased their wholesale market share and is currently in several major grocery outlets including Whole Foods and Draeger’s, as well as numerous boutique coffee houses and restaurants. Plush Puffs’ website traffic and consumer interest has also increased, with an extraordinary spike in orders following a feature segment on The Food Network’s ‘Sugar Rush.’
The following media coverage was the result of two nationwide media campaigns over a 1-year period. The primary target for both campaigns was magazine and internet coverage.
PLUSH PUFFS CAMPAIGN STATISTICS
Total Media Placements Achieved: 48
Percentage of Top & Mega-Tier Coverage: 44%
Combined media circulation: At least 16 million
PR Value*: $2.7 million (approx.)
MAGAZINES:
- InStyle
- Better Homes & Gardens
- Women’s Day Kitchen’s & Baths Spring
- All You
- Cooking with Paula Deen
- Romantic Homes
- Travel Savvy
- Woman’s Day
- Buon Gusto (March)
- People Magazine
- Buon Gusto (Sept.)
- City Life
- Zink
- Connecting @ Home Candy Industry (Trade)
INTERNET:
- The Nibble
- Variety
- OneChicMama
- The Daily Olive
- Life Bites
- Daily Candy
- For All Events
- Candy Industry News
- LAFoodBlogging
- Candy Addict
- TheCelebrityCafe
- Holiday Gifts
- Born Famous
- The Stylephile
- Four Weeks
- Feeds4All
- Life Bites
NEWSPAPERS:
- Los Angeles Times
- The Independent
- San Jose Mercury News
- Wall Street Journal
- Northwestern Indiana Times
BROADCAST:
- The View
- ABC News Now
- ‘Sugar Rush,’ The Food Network
Curious how Three Girls can help your company? Email or call us (408-871-0377) to set up a complimentary 30-minute consultation!
*About PR Values: PR Value is not the same as Advertising Value. Ad value is based strictly on the size of an ad, and whether it is printed in Black & White or Color, and where it is physically located within the publication. Calculating PR Value takes much more into consideration including:
- Where was the coverage within the publication and where is it positioned on the page?
- Was the client included in the Table of Contents?
- Was a photo included?
- Was the coverage favorable?
- Was appropriate contact information included?
- Are there competitors mentioned of profiled in the article?
The methodology is not an exact science, but provides fact-based, consumer-researched, financial equivalents.
A half-page, color advertisement in a national magazine like Real Simple or People may cost $100,000 or more. The same size editorial feature about your Company’s products can easily equal $500,000 in PR Value!
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