So you’ve done the heavy lifting of getting your product developed — now it’s time to tell the world about it! This month’s #InventChat was all the do’s and don’t of marketing and promoting your new product. Mary Dickson and Emily Dillinger from the Edison Nation public relations team shared with participants key tips that work for them when promoting our inventors’ products — and how you can make them work for you. In case you missed it, below is some of the advice they shared:
1. Establish your brand identity
- The first thing you’ll need to do before ever publicly promoting your product is to develop your brand identity.
- Know who your ideal customer is – what they look like, what they want from their purchases.
- Make sure your website, sell sheet and other materials are professional – writing, design, etc.
- Always have a great elevator speech ready to go.
- Remember that brand building doesn’t happen overnight.
2. Reach out to your local media
- Once your brand is established & your materials are prepared, you can begin pitching media to gain coverage in news outlets.
- It’s great to land big coverage, but it’s also great to have key influencers talking about your product on a smaller level.
- Local news stories are occasionally picked up by national affiliates.
- Sometimes the local angle alone is enough to get coverage, but still be sure to write a compelling pitch.
3. Target media pitches appropriately
- Media wants items that are “newsy,” relevant & timely.
- Ask yourself: How is my product or invention relevant to them & their audience right now?
- Research writers and know what they cover before approaching them.
- Find writers/reporters that you have seen cover similar products or work within the space of your product (e.g., If you have a gadget for camping, find writers and reporters who cover outdoor gear).
- Writers and reporters want to know that you take interest in their work — read up on their columns, stories and recent subjects prior to pitching. Even consider referencing a story of theirs in your introduction and why it made you believe they’d take interest in your story/product.
4. Keep it simple!
- Media don’t need your life story – give them the product details, price, where to buy, where to go for more info, etc.
- Don’t attach every piece of marketing material you have about your product to the email.
- In fact, avoid attachments initially if at all possible. Consider including a link to a short video instead and offer to send more info should they be interested.
5. Treat others how you want to be treated
- Be honest and genuine. Tell media upfront why you’re contacting them and the action you hope they’ll take.
- Be respectful of journalists’ time – remember, you are one of many competing for their attention.
- Following up with media is usually a good idea, but remember — harassment is not.
- Media relations is just that – creating a relationship. Remember that they are people, too.
Be sure to join us for #InventChat the second Tuesday of every month from 2-3pm ET.