PR Lessons Translated For Product Marketers

Errant Musings

Know Your Audience and Tailor the Offering

Just read a great story “Biting Off the High End of the Market,” an interview with the founder of Jax & Bones, a made in the USA manufacturer of high-end pet products (Disclaimer, I am also a customer of their tres chic doggy beds courtesy of our nap-loving little Doxie, Stella!).

Having been on the inside at some of the coveted retailers that many of these brands are vying to get in front of, I can tell you that founder and CEO Nguyen’s insights ring true. These retailers understand that part of their allure and longevity rest with their ability to constantly delight and offer new “finds” along with the tried and true quality products their loyal customers expect. But at the same time, these retailers don’t want to offer up the same packaged consumer products that can be found at competing retailers.

What’s a young consumer brand to do? To begin the conversation, you must have a great quality product – period. If you control the manufacturing, even better. You are the master of your domain; you can more easily customize the offering, control the quality, and move quickly to meet changes in the market.

Leverage your strengths and market to each retailer in a unique way that speaks to their brand and to their customer. It’s a premium to these top-tier retail brand’s customers to “discover” new brands from their favorite stores versus an offering that is generic, “XYZ” retailer brand.

I am not just the founder of a premium brand building PR agency; I am also a shopper. I joke that I’m a ‘marketer’s dream.’ I’m very loyal, but always happy to try something new. I’m discerning and demanding but I always spread the word when I find something truly good. Love my fave retail brands from Neiman’s to Williams Sonoma and online, everyone from Amazon (Prime – hello!) to One Kings Lane to Minted, but I am loyal and shop these brands because I trust they curate the best in their respective categories. There ‘s a trust and implicit endorsement with every product they offer. “If a retailer I love offers a new product brand, I know that it’s good unless proven otherwise.”

Back to why I liked this Inc. Insights story. Founder and CEO Nguyen’s advice gleaned from working with the likes of Pottery Barn and Barney’s New York rings true for those of us in the retail, brand-building PR world, “We pay attention to their brand and match our design to their aesthetics.” Amen. Know your target (audience) and tailor your message. Could not have said it better myself.

Here’s to another year of growth, discovery and fun!

xo,

Kimberly

Press Tour Secrets

3minPRwithKimberly

I’ve booked, staffed and supported media desk sides, also known as press tours throughout my PR career which has included many big, well known brands such as Williams Sonoma and west elm and many small companies who enjoy a national market presence and have a distribution strategy in place but they lack broad based, national consumer awareness as a brand.

So, for the larger, well known brands, media desk provide an ongoing platform for them to tell they’re seasonal and product story with the goal of maintaining a presence, relevance among top consumer media. For the smaller, lesser known companies, media desk side tours provide an opportunity to introduce an unknown company, to tell their story and to show their most interesting and newsworthy products and services in the hopes of garnering awareness, influencers among the top tier media leading to coveted third party media endorsements.

In this first video blog post of what I hope to be a series of ongoing video shorts, I am going to share with you my top insights and key tips to help you maximize your investment of time and money when considering a NYC media desk side tour!

Video Blog Post:

Press Tour Secrets (video transcript)

  1. Book meetings in clusters by publisher. Most of the top publishers, Conde Nast, Time, Inc. Hearst, Meredith Corporation, have their world Headquarters in New York City where the majority of their media titles editorial staff sit under one roof. Knowing this and booking accordingly will save you time and stress. Trust me.
  2. Two words: Car Service. Build this into the budget when building out costs. Your stiletto loving feet will thank you.
  3. Desk side does not have to be at a desk. Lunch and HH meetings are a great way to meet with the many freelance writers and bloggers that do not work in a traditional office. Everyone needs to eat and seriously who doesn’t like happy hour?
  4. This is your 15 minutes. These folks are popular. Against many odds, you won this meeting against hundreds, possibly thousands of other companies. You have 15 minutes (actually more like 12, to tell your story). Be prepared and go for it. But keep it short and to the point.
  5. Designate a note taker. Not super sexy but this is key. During your 15 minutes, there should be a lot of engagement, information, ideas, and opportunities happening. Have one person who is clearly not the spokesperson or CEO, take copious notes at each and every meeting. That way when you get back to your hotel you can review and priorities all the next steps. This is what you came here for. Do not miss out because you forgot an important detail or failed to follow-up on a key question or deliverable.

PR is not rocket science but the results can be magical. Thanks for watching.