Magazine editors don’t need a gift bag or an elaborately-designed PDF of your product pitch, says Tara Losinski, Assistant Managing Editor, Zoomer; they need images, product details and a unique story.
Throughout the year Losinski refers back to Winners’ Homesense online showroom, which mirrors the majority of the brand’s in-store product line, because of the seamless the user experience and regularly updated content. She can check the site when it fits her schedule best and knows the most recent products are always there.
The takeaway here is this: the easier you make it for editors to find your products, the more likely it will be included in their magazines.
Editors love facts and figures. When you get an editor’s attention, you don’t want to waste time building anticipation. Simply include the facts—dates available, prices, store locations, etc.—up-front and in a straightforward manner. Be sure to always answer the five Ws: who, what, why, when, and where. Even small omissions can prevent your product from being included in a guide, so read through your pitch from the consumer’s perspective and ask yourself if you have all the info you need to buy it.
“If I have to Google something about your product [because it is unclear in the pitch] that’s frustrating,” said Losinski.
Utilize USB thumb drives for press materials.
Press tours and product launches are a great way to showcase a new line. Send your attendees home with a USB drive of all the press materials including high resolution images, biographies on the speakers, press releases and company background information. This way the writers and editors have everything they need before leaving your event, reducing the need for follow-up emails and phone calls—both of which can impact a deadline.