If you have a new product or one that has recently been enhanced or upgraded, an activity used by our PR agency is to run a competition or giveaway as part of the media relations program and product launch/relaunch.
Newspapers, magazines, bloggers and online publications run competitions and giveaways on a regular basis.
The person who is responsible for organising these will let you know what the prize level is to get the ‘free’ coverage. It is usually set at a certain level, so if it’s $1000, your prize can comprise five products valued at $199 each, or if it is a more expensive product, one or two can be given away.
If your product is only $20 or $50 consider adding other relevant and more expensive products to increase the unit price. For example, WMC PR took its client’s Butterfingers shortbread and created a hamper with two expensive bone china mugs and packs of tea and coffee, which made an attractive, higher value package. We arranged for a hamper company to make it up for us and look pretty with some colourful finishing touches.
Giveaways are also good for products that can no longer be classed as ‘new’, which is generally more than six months.
Make sure you have a high resolution photo of the prize along with a short story about the purpose of the giveaway. Consider linking it in with a newsworthy or seasonal event.
Obviously you want to target the media that relate to the product being promoted. For example, the Butterfingers hamper giveaway was run in “Food & Drink” columns/pages. And another giveaway program we ran for Heatstrip outdoor heaters was run in “Home & Garden” supplements.
Before you start trying to arrange the giveaway competition, make sure you have the product or package ready to be sent. Some publications prefer to have the prizes in their office before they run the promotion, others are happy for the prizes to be sent to the winners after they have been drawn.
When we recently organised giveaways for our client’s recipe book, carbs by numbers, most media were happy for us to send the books to the winners, which saved them postage and handling. This also allowed the authors to create a direct line of communication with the winner and invite them to Like their social media pages, etc. The image used above shows one example of the coverage received.
A final PR tip is to decide in advance how much product you are prepared to give away and how much you want to spend on the total project.
If you would like any help in launching your new product/service or an enhancement of it, please contact WMC Public Relations.
A: 5a Hartnett Close, Mulgrave VIC 3170
T: +613 9803 2588