Product promotion and marketing can be a dynamic but challenging landscape, especially for startup companies anxious to get their new products out into the market. The relationship between the business and the media can play a pivotal role in shaping consumer perceptions. The distribution of product samples to the media can be a game-changer and a powerful tool for marketers and PR professionals to garner brand awareness.
In an era dominated by digital content, a physical sample of a product can go a long way in securing a brand’s credibility and, ultimately, success. Here, we dive into why giving product samples to the media is imperative in this new marketing and PR landscape and how you can best leverage this tool to your advantage.
Proper Reviews
In a world saturated with digital information and noise, the importance of physical product samples in facilitating genuine, well-informed reviews cannot be overstated. It’s easy to rely on social media content that proclaims the benefits of a product, but a hands-on experience can elevate any review. Therefore, requesting physical samples of products becomes a crucial aspect of the thorough review process. It allows journalists and reviewers to engage with the product firsthand, giving tangible samples that provide an immersive experience. Experiencing the product through the senses and testing the product’s functionality can only be truly understood through physical interaction, which is why sampling is of the utmost importance.
Through the physical experience with the product, media professionals can give comprehensive and reliable insights, strengthening the bridge of trust between not only the media outlet and the consumer but also the brand and the consumer. Plus, most journalists are adventurous at heart and love to try new things, so don’t shy away from reaching out and offering to send over your new product. If you have researched your target outlet, you will likely get a “yes.” Seek out media outlets that have covered products similar to yours or are putting together gift guides or product roundups. These can be the outlets most receptive to what you are offering.
Attention in a Competitive Landscape
Providing product reviews to the media is becoming imperative in an increasingly competitive business environment. In fact, many outlets may outright reject covering a brand or product if the business is unwilling to send a physical sample.
Consumers increasingly rely on authentic reviews of products and services as they are inundated with digital information every day. It has become more difficult to assess what is a true endorsement and what is simply someone getting paid to say a product or service is good. By furnishing media outlets and reviewers with product samples, brands not only facilitate genuine and unbiased reviews but also ensure that their products are accurately represented to the public.
Trust is one of the most important aspects of the consumer/brand relationship. According to a recent study, many consumers today do not trust conventional advertising. This makes reviews based on tangible experiences all the more powerful in establishing all-important trust. The trust built through these authentic reviews is instrumental in building a positive brand image among consumers, especially for new businesses.
Product samples are also a great way to show media outlets your company’s commitment to quality, innovation, and thoughtful design. With the right packaging and presentation, a business could set itself apart, even from other competitors that could be sending their samples to the outlet as well.
The media is one of the main drivers of brand amplification. Reviews from reputable sources based on tangible experience do wonders to expand a brand’s reach and exposure. Outlets act as conduits through which a wider audience can gain insight into your new product and become aware of what your business offers. This positive exposure makes the return on investment (ROI) for product samples very high.
Part of a Multi-faceted Strategy
Providing samples to media outlets should be part of any multi-faceted marketing or PR campaign. It goes far beyond mere promotional tactics and allows outlets to gain first-hand experience with your product. By making product samples a regular part of one’s marketing or PR approach, your business is showing a commitment to transparency, quality, and trust-building. In addition, you show that you trust and respect the opinions of the individual media outlet, so much so that you will supply them with everything they need to create an authentic, thorough review.
If a business hopes to get its product featured in the media, it must make product sampling a part of its overall marketing strategy. While this comes at a cost, the benefits are far-reaching and can help significantly elevate one’s brand. As the marketplace continues to evolve and becomes increasingly competitive, the impact of genuine, thoughtful reviews will grow. Through product sampling, businesses can garner these authentic reviews and reap many benefits.
