raspberrybloom said:
Hi,
I am going to send some pieces of jewellery to national magazines.
What should I send with them...press release?
Has anyone got any other advice?
Thanks in advance.
Lou
hi.
It depends on the cost of the items and who is receiving them. As many have already mentioned, your ultimate objective must be clearly defined, but quite often samples will work very well even if unsolicited as long as you have put some work into finding out what is likely to trigger a response.
As part of the comms strategy, you should probably contact the people to find out who the fashion editors are. Then see if you can track down any pix of them from google, and try to get an idea of their sex/tastes etc. Then you might be able to get some samples that will personally appeal to the recipient.
Put your product in some form of topical context. What is fashion doing? How do your products accessorise designers, high street brands and mid-level aspirational brands? Is your stuff similar to something much more expensive?
Put together a "story" based upon this. You know what fashion editors write like, and you should do a press release tailored for each editor ideally. Try to write something that they could almost print without doing any work at all - they are more likely to print it then.
If you have any fairs coming up in the vicinity of the journo's offices, why not invite them along and offer them a free drink. Don't expect them to be nice people, but they will often say yes to a drop of free booze.
It seems a bit OTT but this kind of thing can be done every now and then rather than in a big campaign. Its pretty easy and does bring results. You might also consider spending some money advertising if you get some good PR - the two together are always more effective.
