By Danielle Gober, Account Strategist – Otter PR
Small businesses are sometimes hesitant to send free samples to members of the media, but securing positive reviews from trusted publications is the best way to win over prospective customers. You’ve probably had this experience yourself — while shopping online, which product would you choose: the one that has been endorsed by a reputable publication, or the one that hasn’t?
The truth is that giving journalists and influencers free samples is necessary to secure their reviews, and reviews are often necessary to secure sales.
Why reporters need free samples
When reporters respond to pitches about products, they will normally request a physical sample because they need to test it themselves. This ensures the review is honest and authentic, which are the same qualities that make reviews trustworthy in the eyes of customers.
Unfortunately, outlets will lose interest and withdraw their offer to review your product if you aren’t willing to send them a free sample. Since it’s also customary for the business that makes the product to cover the shipping and handling, prepare to do this as well.
Addressing businesses’ common fears
The main reason many small businesses are reluctant to send out free samples is the fear that they might not get a review in return, but in my experience, this doesn’t happen often. The vast majority of reporters are understanding and will post a review in return for having received the free sample, as long as they enjoyed the product. If all goes well, they might also include your offering in their listicles or periodic round-ups, such as for specific seasons or holidays.
If you’re afraid of spending the money to send a free sample only to get a negative review, the good news is that this also doesn’t happen often. If the reviewer doesn’t love the product or has nothing nice to say, they usually refrain from posting about it altogether. In this way, reporters and outlets approach reviews differently from customers, some of whom feel free to vent in public all too often!
That said, sometimes prospective reviewers do ask for too many samples. While their enthusiasm is commendable, and you should thank them for it, it’s sometimes necessary to tailor things down and only send a few representative options. Most will understand that expense is an issue, so not every request can be fulfilled. I usually go back to reporters with what my client can gift, and reporters will either pass or accept what they can review.
Sending out samples brings rewards
The benefits of sending out free samples far outweigh the risks. Many studies show that good reviews lead to increased sales. According to one, 87 percent of consumers read reviews before making a purchase, and 79 percent accord those reviews the same weight as a personal recommendation, which makes prospective customers feel more confident in a given purchase.
As a result, having a minimum of five positive reviews can increase the chances of a sale by 270 percent. In short, reviews are important to consumers, so securing these is essential to your marketing efforts.
Sending out samples is non-negotiable
Giving out free samples is simply how product PR works, and there is no way around it, especially if you have an e-commerce brand rather than a brick-and-mortar store that reporters could visit. That’s why I tell my clients that sending out samples is non-negotiable. If you have a product to sell, then you should be doing this.
— Danielle Gober, Account Strategist at Otter PR, is an Orlando native and a graduate of Rollins College, where she earned her Bachelor’s in communication and public relations. She loves connecting with people and believes interpersonal communication is the best way to accomplish anything successfully. She loves creative writing, finding ways to make her fashion obsession more sustainable, and learning new public relations strategies. Gober’s work has been featured in Cosmopolitan, Forbes, Better Homes and Gardens, and CNN Underscored.
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