Wondering if it’s worth ordering extra inventory to provide samples to the media? As any publicist will tell you: YES, fulfilling sample requests is worth it! Sharing your products with journalists provides them with an opportunity to use and enjoy the product while integrating it into their everyday routine, increasing familiarity with the brand and building a relationship with a potential new lifetime customer.
Before you hit the approve button, make sure you do your research. Not every request is the right fit for your brand. Be selective: if the writer/editor is on staff, make sure the publications demographic/audience aligns with your brand. If it is a freelance writer making the request, make sure they tell you which publication they are considering the product for.
1. Treat Sample Requests as Gifts
Think of each sample you send like a gift. Be picky about who you send them to, and remember that unfortunately, sending product doesn't mean they'll definitely write about it.
2. Two Follow-Ups Max
Persistence is key, but knocking on the same door three times might be overkill. If the first two tries don't yield results, it's time to redirect your energy elsewhere. Focus on the promising new opportunities rather than chasing elusive contacts.
Secondly, flooding someone's inbox with repeated messages might lead to unintended consequences. Nobody wants to return from vacation to a barrage of "Did you get my last mail???" messages. Let's avoid being that person!
3. Give It Some Time
Be patient. Journalists get a ton of emails. If you have to pick between checking too early or too late, go for later (we suggest 2 weeks after the sample was delivered). People need time to try the product see your message.
4. Timing Matters
In your follow-up, mention you're ready with more info. Remind them you're happy to chat whenever. Timing is important – try to get it just right!
Additional things to keep in mind:
Media get a million emails and are inundated with so many products and especially around the holidays it can be hard for them to provide feedback on everything
Sometimes things might not be a fit right away but that's not to say they won't be a fit down the line (sometimes that can be 3-6+ months) and
There might not be coverage available for a certain product but you can always keep media up to date with new news and offerings to give them a timely hook or something new to try to help move the needle
You're doing great, and I'm here to help if you need anything. Good luck with your media outreach!