Cause a Scene fashion editor, Sarah Jane Adams, has put together some useful tips on gaining press coverage.
Do your Homework
Make sure the magazine you are pitching to is an appropriate fit with your brand. Investing a small amount of time targeting publications carefully can produce much more effective results than blanket mailing every blog or site you’ve ever seen. Vintage brands, try independent / retro / eco publications, gothic shops try alternative / tattoo/ fetish mags, etc. It sounds simple, but it’s the most basic principle of marketing, and so many brands ignore it. In this way, not only are you more likely to get featured at all, but you increase the odds of getting a bigger and better slot. A big mag may, if you’re very lucky, post a small image and name check, but a specific genred publication may want to run a full spread or interview. If an editor is working within your genre, they’ll understand your ethos and achievements and the coverage will be of a better quality. And don’t forget, by targeting your submissions, you’re also targeting a more appropriate audience.
As Unique as Everyone Else is . . .
Carefully consider any copy and slogans you use to describe your brand to the press. It’s incredibly tempting for indie brands to state how unique they are, and how their items are for those who are turning away from the high street, but as fresh and revolutionary as this sounds to you, it is being used by every handmade company out there. Try a new spin, such as promoting your eco-friendly credentials, or cost effectiveness in this time of limited spending.
Make them Bite
Fashion editors are competitive creatures, so hook them in with a short mention of any high profile features you’ve received elsewhere, or of any celebrities who endorse the line. Even having a vast online following, such as a good few thousand MySpace following can raise the interest.
The Personal Touch
Make your email relevant. Make sure you’re sending it to the most appropriate email address, and person, and if you can find their name, use it. Never send one email to multiple editors’ email addresses, ALWAYS take the time to send them individually. State how your brand fits their style and ethos, and make a point of including a couple of sentences that are completely specific to just that publication. Either mention the name of the exact section you’re submitting for, or even that you enjoyed a particular article in the current issue. In the very least, use the name of the publication. You’d be surprised how many don’t bother, and if you’re asking an editor to use valuable time to check out your items, the least you can do is make them feel that you’ve made the effort to check them out first.
Short and Sweet
Make sure your email text is short and concise, and then include any other information as attachments, giving the recipient the option to see more details as, when, and IF they want them. Opening an email with masses of text, a copy and pasted press release, how you became an indie designer and details of what product you’ve just launched are likely to result in an instant hit of the delete button. The main email should introduce your interest in the publication and being featured, with a couple of lines about the brand, a link to your site, and flag up the fact that further information is attached for their convenience. This is where you should add your images and full press release, and a design resume if relevant. Learning how to create a press pack as a PDF file will increase your professionalism a hundred fold.
Make any links in the email clickable, by using the full http://www. prefix. Simply clicking a link there and then is much more tempting for an editor, and realistically could decide whether or not they visit your site.
Always finish your email with a simple signature of your full name, company name, website address and MySpace page. Contact numbers are not usually necessary, most editors will work by email, and they will more than likely be in a separate country to you.
Never hassle an editor, whatever the size of the publication. Mags often work in advance, so may have you in mind for something in the future, when you may be more relevant to a feature, or when they have the space. Many blog owners network with each other, so don’t damage your rep. Finally, always check the policies on the site before you apply for anything and respect the procedure. If a mag receives a lot of requests, they will often state not to expect a response unless you have been successful, whilst some editors may simply not think your stock is right for them, which should just be accepted in good grace.
Visit Cause a Scene at www.causeascenemagazine.com.
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