A media mailer is a curated box that usually includes your product, a few extras, and the story of your brand. It should be memorable to the receiver, and if done right, you may get some serious press coverage.

Now, cool your jets. Before you start grabbing product off your shelf and run off to Dollar Tree to make yourself a media mailer, there are some things you need to know first.

Media Mailers are typically used during a product launch, to spotlight an existing product, or for a product review. The goal is to for your product to show up in stories, gift guides or roundups.

Ready for influencers, journalists, on-air TV Personalities, and others to try your product and share their thoughts? It might be time for a media mailer.

The package of product or samples should match your visual identity in every way. It should be dripping in branded packaging that is sharp and tight.

💫 PRO TIP: Get all the senses involved with your media mailer.

Your Media Mailer should have a note that explains what it is, why their audience would care, and why is it relevant right now. Lets put it this way: the lucky receiver should understand the story angle and what you’re hoping they do with it within a few seconds of opening the box.

You may choose to include an extra surprise inside. But it can’t be random. It needs to add to the story and definitely wouldn’t leave the receiver scratching their head wondering “what” and “why?”

It’s your credit card not mine, but I am all about not wasting resources.

It is ALWAYS better to send a small number of highly targeted, thoughtful mailers than a giant random blast.

Start with 10-20 outlets, creators, or editors who are a true match for your product and audience. Prioritize people who cover your category and actually influence the audience you target. Start with a smart outreach and then send out boxes to those who respond favorably.

No, you don’t need a PR firm to make one, however if you do it yourself you need to do it right to look professional.

A professional Media Mailer checklist:

Most of the time, you send out pitches BEFORE you send the product for review. If they are interested, they will let you know if they need a product to test and give instructions where to send it. Don’t forget they might need pricing, where-to-buy information, or a press page link.

If it’s for a launch of a product and you’ve confirmed interest: send so it arrives about 4-8 weeks before launch for online, and as much as 3-4 months in advance for long-lead print. If it’s tied to a holiday or gift guide, it’s going to be earlier than you expect.

My experience with Media Mailers has been FANTASTIC. I’ve used them sparingly, but every time I’ve used them I’ve gotten coverage. Including national TV news, national morning shows, local morning shows, product reviews, trade outlets publications and much more.

There’s something I’ve been meaning to ask you.

Do this now: If you are a maker, manufacturer or other category that fits for sending a media mailer, think of a product you have now that would be a perfect fit for a holiday gift guide. Start exploring the idea if media mailer is a good option for you. If it is, beging working on your media list right away.

Get PR techniques from recent news.

Three people died and three in serious condition after hantavirus broke out on the m/v Hondius. Since then there has been much media speculation, news articles, and contact tracing galore to make sure this doesn’t become a global nightmare (flash back anyone?).

I don’t know what it’s like to be at the center of managing communications for an epidemic, but I can’t imagine it’s easy—though it is a very, very important job.

If you check out the 22 press releases and statements from Oceanwide Expeditions on the m/v Hondius, they give clear information that media, family or concerned ones would want to know. There is a listing of the national origins for the crew and passengers, a timeline of events, the agencies that are involved in managing the crisis and much more.

If you have a crisis situation that needs addressing, these are some key things to know.

✍️ Key PR Takeaway: Hopefully most small businesses won’t be at the center of a crisis. However, if it is a possibility that your business could experience a crisis, have a crisis plan written by an experienced crisis manager. It can be a literal life saver.

Useful PR Resources.

If you can edit a text document, you can edit video… with Descript.

Descript's got everything you need to make any kind of podcast—audio, video, or both. Record, edit, publish, even make your promotional clips.

I love how this tool is so easy to use. You can record and edit like a pro, even if you’re not.

My favorite features are the green screen, eye contact, studio sound and filler word remover. Because as you all like know we um may or may not um use a filler word or two.

Clifford and Barker, rescued Lab mixes, live for their morning walks and a chance to spot the automatic lawnmower. Let’s not forget they are also all about getting attention from anyone who maybe wandering the streets. While Barker is busy stealing things (we’re talking socks, shoes, toys), Clifford is busy stealing Barker’s food. The boys have been relegated to neighborhood watch since, as we all know, the cat in residence is, of course, in charge of the house.

Did you hear the good news? See’s Candy and McConnells Ice Cream have a sweet Collab going nationwide. This got me thinking… I wonder how you do a Media Mailer with Ice Cream as the product?

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

🕶️

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