A few weeks ago I wrapped up my series on creating a media game plan, writing pitches and following up with the press, but there’s an aspect of the process I touched on that I wanted to spend a bit more time with: sending samples.
Why Send Samples?
For every single product-based editorial media campaign we manage, we offer samples in each of our pitches. Why? Because you’re asking for an endorsement, and how can a reporter endorse your product if they don’t have first-hand experience with it? Regardless of the picture you paint in your pitches, a personal account will go much further than anything they read about your company and products online.
Samples Dos and Dont’s
Follow these dos and don’ts for sending out press samples.
So you sent out your pitches and received a few sample requests – congratulations! How do you ensure they make a good impression? Here are a few dos and don’ts:
Do:
- Include basic details and contact information. A single sheet of paper is plenty; include key features, what makes your product different from the competition, a link to your website and your phone number/email address. Make sure this page looks professional, too. Watch for typos and use a consistent font – maybe even add a photo and a border!
- Make your package presentable. You don’t have to spend a fortune for this. Just get a new, appropriately-sized box, use a little bit of tissue paper and make it look nice. Remember, the recipient is going to get a feel for your company as a whole based on this one experience, so you want it to be as positive as possible.
- Get a tracking number. Knowing exactly when your samples arrive will make it that much easier to time your follow-up appropriately, in addition to being able to find out what happened if there’s a shipping problem.
Don’t:
- Send unsolicited samples. Journalists are sent unsolicited samples all the time, so it ends up just being a waste of your time and money. Your product will most likely end up shoved in a closet or taken home by a staff member and forgotten.
- Wait to send your samples. Get the package out ASAP. You don’t want them to forget they asked for you to send it in the first place.
- Forget to follow up. After they’ve had your product for a couple of days, send them a quick email asking them what they thought and if they have any plans to share it with their readers, viewers or listeners.
Have you ever received a request for samples from one of your pitches? What advice would you add to this list of dos and don’ts?
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