How can you get media exposure for a consumer product that isn’t new?
Being first to market. Having a new product that does something no other product in the industry does. These are easy sells when you’re pitching reporters and editors. But let’s face it, most of the time the product you’re trying to promote isn’t an industry breakthrough. But that hardly means you can’t get the press to take notice. You just need to be a little more creative and start looking at your product differently.
Let me walk you through a few ideas.
Find new audiences.
If your product has been around for a while, think beyond your main target audience. Consider your product’s features and how they could benefit new niche segments. For instance, if you sell showerheads, you likely pitch home and shelter media. But, what other media or consumers might be interested? Are there benefits for bathing pets or small children with your showerhead? If so, tailor your messaging and pitch that angle to media that cover pets or parenting.
Did you know that Americans take 182 days to finally unpack their last box after moving into a new home? Pretty interesting, huh? Kathie Lee and Hoda Kotb thought so when they shared this stat from Duck® brand on The Today Show. Do you think the producers would have given our pitch a second thought if we talked about our great new packaging tape and boxes? Not as likely. Consumer research can be a simple and inexpensive way to create a unique story for your products – and as the source of the research, your brand and products can earn the spotlight.
Attention spans continue to dwindle, so your content needs to stand out. Think photos, infographics, memes, illustrations and videos – but with a unique style. Don’t just take a beauty shot of your product. Show people using it in real-life settings. Or maybe use a 360-degree photo or some aerial footage from a drone if it’s pertinent to your product. And if you have interesting information to share—visualize it. Facts, figures and insight can be compelling on their own, but a picture or a graphic can help people quickly understand the importance and context of the story you’re trying to tell.
Be fun, quirky or trendy.
It’s cool now to be odd or different (and it’s what consumers will share and engage with socially) – so have fun with your marketing. Find out how consumers are using your products in new and unique ways and share these new trends. Duck® brand is a great example of a commodity product (Duck Tape®) that embraces being fun, friendly and imaginative. In 2001, when the then “fix-it” product turned into a new teen craft medium, the Duck Tape® team created the Stuck at Prom® Scholarship contest (which has been a media darling for 18 years now) to showcase the new craft uses – creating prom formalwear. And last year, The Ready-to-Roll: All-American Duck Tape® Road Trip spotlighted many unconventional uses of tape during a nationwide campaign that spotlighted enthusiasts ranging from snowboarders, puppeteers, engineers, cos-play participants, sculptors and artists. In fact, Duck brand reported 20 times more positive engagement on their social channels during this campaign.
So, the answer is – YES, you can gain media exposure for products that aren’t new. You just need to set your expectations differently and come at your marketing plan from a new angle.