Tuesday, February 21, 2012

Promoting your Winter Collections

{Winter 2012} Collection by Australian designer tillytom
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It’s that time of year when many of us either have – or are about to – launch our winter collections.

One of the key tools you should use to promote your new products to the media is a product release.

What is a product release?
A product release is simply a type of media release that has the purpose of announcing your new product or products. Where a media release announces ‘news’, a product release announces ‘products’.

At the very minimum a great product release should contain:

  • The name of the product
  • A gorgeous image that shows it doing what it does best – a ‘lifestyle’ shot
  • A straight product shot on a plain background.
    NB:  Make sure your images are low-resolution though: you don't want to be the person who clogs their email system!
  • What the product does / or what it is for
  • How much it costs
  • What is new about it, or if it's an update or an upgrade
  • Why it is so brilliant!
  • Where journalists and columnists can go for more detailed information and print quality images

It is extremely important that your product release is well-written, and free from spelling and grammatical errors. If writing isn’t your strong point, ask someone who writes well to help you. You can also engage a professional to write it for you.

How do I get my product release out there?
  • Create a list of all the publications that are read by your target customer
  • Find out who the editor (or relevant journalist / writer) is, and obtain their contact details
  • Email your product release and low-resolution images to them with a brief, but friendly email note
  • If you are approaching a magazine, make sure you ask to be added to their ‘call-out list’ (when you’re on this list, you will receive a ‘call-out’ from the magazine listing the specific products they are seeking for their next issue)
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In addition to the Facebook-ing we all know and love, another way to spread the word about your new season collection is through Pinterest.

If you’re careful (and non-spammy) about it, Pinterest can be a wonderful way to showcase your collections to a large audience.
  • Pin your products with careful consideration. Group your pins into product categories for specific audiences like mums, kids, dads, babies, etc
  • Label your pins using words that customers would search for
  • Build a community around you by commenting on and re-pinning relevant pins
  • Make sure your images are BEAUTIFUL! 
  • Show the ‘face’ behind your brand – create boards that allow people to see what your tastes and interests are
  • Pin beautiful things from your industry. If you’re in fashion, pin about fashion in general – not just your fashion.
  • Create boards that others can contribute to, like customers wearing or using your products
  • Remember to watermark all your images with your business name or websiteso they are always attributed to you.
  • Lastly remember to leave a link to your site or where the item can be purchased in the description area.

But be careful – Pinning is totally addictive!


About the Contributor:
Jennifer is the Owner of Princess Street PR, a do-it-yourself PR company dedicated to work-at-home and small businesses.  Jennifer is also the creative force behind Immie and Ollie and Editor of Multiplied Magazine.

To find out more about Princess Street PR go to their website or follow Jen on Facebook.

1 comment:

  1. Fabulous advice Jennifer. Can't wait to see the new season images pouring into Pinterest soon!


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