Pitching 101: How to Pitch Your Brand to The Media

In their spring fashion issue, The Portland Mercury celebrated eight local fashion boutiques in a fun and colorful spread.

I enjoyed reading the article for a number of reasons but mainly I was excited to see some of the boutiques mentioned getting press. (I've visited, shopped and spoken with the owners of a few of the boutiques mentioned and had wonderful experiences. It's always nice to see great things happen for awesome people!)

Getting your product featured in a magazine, newspaper or online publication is huge. It allows you to reach a larger audience, it can boost web traffic, increase sales and in many cases builds trust with your audience.

But, if you don't have a connection with someone who works in the media and the press isn't exactly busting down your door to do a feature, how do you get your product in the magazines and other publications? The answer, my dear creative, is to send them a pitch. 

A pitch is a suggestion for a story that is submitted to journalists, bloggers, editors, etc. Pitches give the writer an idea for a possible story based on your product/business. Here are eight tips for pitching your brand to the media: 

Decide on Your Goals

Every pr initiative must first begin with a measurable goal. What are you trying to achieve? What is your purpose for reaching out to the media? Setting measurable goals gives you a vision and a game plan for action while allowing you to evaluate the success of your campaign.

Create a Media List

A media list is a list of contact information for editors, bloggers, journalists, etc.  Create a media list of the media outlets you’d like to see your product in/on.

TIP: Publications are often most interested in brands based on geographic proximity and reader aesthetic. Start with local, then regional and then national.

Pitch to The Right People

Do your research and make sure your product/service is a good fit for the media outlets you want to pitch. Additionally, if your product is beauty related you’d want to reach out to the beauty editor. If your product is accessories related, you’d want to reach out to the accessories editor. The publisher and editor-in-chief aren’t necessary the best resources.

Image via Portland Mercury. Photography by Nicolle Clemetson

Personalize Your Email

Never send the same email word-for word to multiple contacts or send a mass emails. I cannot stress this enough. Address the recipient by name (and spell it correctly). The goal is to be personable, not salesy. 

Give Them a Story

Editors are looking for a compelling story to hook their reader. So, pitch an awesome story, not the product.  

Keep It Short

Editors and journalist receive dozens (if not more) of pitches day so keep it short and make it sweet.

Spell Check

Spell check, proofread, reread and get a second opinion BEFORE you send out your pitch. Misspelled words and poor grammar reflect poorly on you and the company you represent.

Add Social Media Links

Give them more than the company domain. Access to the company’s social platforms gives the journalist/editor a closer look at your brand. It allows them to see what other people are saying about your business and gives them the opportunity to see if you’re a good fit for their audience.

Did you find these tips helpful? Do you have another tip that helps with your pitches? Share in the comments below. 

Remember Why You Started.

I recently had the opportunity to be interviewed by Avari Magazine, an independent fashion, beauty + art magazine produced here in Portland.  During the interview I was asked what keeps me motivated and inspired from day to day.

The answer is simple. I remember why I started.

Sometimes as entrepreneurs, we can get so caught up in trying to make money and get sales that we forget why we started our business in the first place. The stress of trying to "make it" can cause the business we once loved to no longer be fun or enjoyable.

But can you blame us? As a business owner we have the power to control our income and our success. The wrong move or the perfect move can make or break our financial stability. That kind of power is both liberating and terrifying especially for those of us who solely work for ourselves and/or have families to support.

When I founded Arreis it was with the intention of helping creative’s and small business entrepreneurs.   As a previous member of Portland Fashion Week, I've met tons of creative’s who have an awesome product or offer great services such as photography, design, styling etc, but they have no idea how to market themselves or how to turn their “hobby” into a thriving, profitable business.

I am inspired by the creativity of my clients and am extremely passionate about helping them reach the next level through marketing and PR. In times when I find myself stuck or uninspired, I remember the passion that lead me to jump out on a leap of faith and start my business. I remember that I started Arreis with the intention of helping people and that refuels my motivation. 

“Almost every successful person begins with two beliefs: the future can be better than the present, and they have the power to make it happen.”  - unknown 

The life of an entrepreneur can be uncertain at times but I strongly believe that holding on to the belief that you can make the future better and staying true to why you started is key. 

6 Ways To Maximize The Business Relationships You Already Have.

Although it's important to continuously grow your network and to make as many connections as possible, it's also important to maximize the contacts you've already built.  Networking is not about collecting contacts; it's about growing relationships. 

Take a moment to think about the people in your network. What kinds of skills and talents do they have? How can you combine your talents for a mutually beneficial result? 

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Here are six ways to utilize your current network through strategic partnerships and a few examples from a local PDX brands: 

1. Host an event. Last summer, I attended Caravan Pacific's Modern Metal Hair-Tie release party hosted by Betsy & Iya. Known for creating classic American lighting, Caravan Pacific ventured into accessories by creating an awesome line of metal hair ties. In their partnership, Betsy & Iya became a retailer of the ties thus, the two brands teamed up for a night of accessories, wine, good people and an excellent example of a joint event done right. 

2. Host a giveaway. You have a product or service. They have a product or service. Why not host a giveaway? Giveaways are great for growing your social following, expanding your audience and driving people to your website. 

3. Give a special shopping promotion. Bridge Nine has quickly become my favorite brand for candles. They're local, they smell amazing and they're made from soy which means they burn evenly and slow. There are many places to purchase Bridge Nine Candles around town, but I always buy mine from Sweet Jayne because they give a $1 off discount if you bring the finished glass container back and purchase another. It's not a huge discount but it's enough to make Sweet Jayne my sole distributor for candles. 

4. Joint product/service.  I'm a sucker for a good collaboration and Six/Seven is just that! Six/Seven is a partnership between Boet Jewelry and clothing designer Lisa Rietz who've together, created a beautiful fashion line. Many of their pieces feature crocheted wool accents that mirror the crocheted patterns of Boet Jewelry. It's really quite amazing. 

5. Promote each other. Not ready to host an event or create a joint product, no problem. You can maximize your current network by interacting them on social media. Tweet links their articles, repost, comment and "like" their Instagram pictures. By promoting each other you are expanding each other’s reach but most importantly, you are supporting your network. 

6. Grab coffee. Have an idea or just want to catch up? Go out for coffee with someone in your network once or twice a month. Sometimes brainstorming and talking about ideas with someone in a different line of work can provide you with a different perspective and inspiration for new ideas. 

Expanding your network and meeting new people is a powerful tool but don't let the connections you've already made collect dust. Maximize your network and pave the way for new opportunities. 

Have you collaborated with another brand on a project recently? Share in the comments below. I'd love to check it out! 

#AIRxARREIS

Does Instagram Determine Fashion Trends?

(Image via Pinterest) 

Last Friday, Business of Fashion posted an article entitled, "Do Fashion Trends Still Exist." The article provided a host of information about how trends were once decided and quotes from fashion influencers about how social media has since changed the fashion game.

Does social media determine fashion trends? In my opinion, absolutely! As a fashion marketer, its undeniable to see how much of an affect sites like Instagram and Pinterest have on the fashion industry. All it takes is one picture for a look/trend to go viral. Case and point the "I woke up like this" tees, crop tops and pencil skirts and who could forget the Valentino rockstud heels.

“Social media has absolutely, totally changed the trends landscape,” said Ruth Chapple, head of content at Stylus Fashion. “It’s making some trends stick, while long ago we would have been over them more quickly. The Valentino rock stud, which everyone expected to be a one-season wonder, has been going strong for eight seasons,” she said. “The death of the stud was forecast long ago, but that was very much a social media trend, where the bloggers made that trend stick.” On the other hand, digital media can quickly overexpose a trend, and kill its ‘edge’".

Click here to read the full article. 

#AIRxARREIS