By Melissa A Vitale
If you're a CPG brand, one of the first questions out of your publicists mouth is going to about available samples to press.
With any level of marketing, product sampling are a huge staple of public relations. Unlike gifting products to consumers or store reps, gifting to press can result in your brand being included in outlets like Glamour, Fast Company, GQ and Vogue.
PR mailers can be done in a number of ways:
You don't need to gift the entire line to every editor. Typically they just want to make sure the brand is a good brand and if they need to try out a specific product for a story they will request it.
When a product is in the hands of an editor it does more than my pitches can ever do. First, while I've made a reputation as a reliable source, every publicist needs to be taken with a drop of salt. Of course we're going to say great things about our clients. MAVPR only works with brands we love and are proud to support but every publicist needs to pay bills. Editors know this and need to test products themselves before featuring.
Not only does a sample sell an editor on a product, but it also keeps it at the front of their focus. You know the phrase "out of sight out of mind"? Very true for brands and samples. Once I emailed an editor about 8+ gift guide pitches but it was only after using a client's product that AM did she remember to include it in her gift guide. Editors get so many pitches that just stories and words won't always do it. Sometimes you need to get the product in their hands.
MAVPR maximizes samples and budgets to make PR attainable to vice startups.
To learn more about becoming a MAVPR client and our services, please visit: melissaavitale.com/services.html
Melissa A Vitale Public Relations
A public relations agency specializing in brands and startups in artificial intelligence, sexual wellness and legal cannabis.