The beauty of the free sample...

In PR terms I’m really not the Ab Fab type – and in fact schmoozing, air kisses and long Chardonnay lunches are probably more fiction than fact (well in the circles I move in at least!) but one area that isn’t a myth when it comes to beauty PR in particular, is the power of the (free) sample.

If you want a journalist to rave about your product, then they really do need to try it, and at least see and feel it in its packaging, to give an honest opinion of its efficacy and value. Trouble is, for tiny companies on a budget, the clamour for a freebie the moment a press release goes out can seem quite alarming, particularly in the ethical sector where products are rarely mass produced, are often handmade in smaller quantities or produced in a different way and without the enormous marketing budgets of the likes of L’Oreal, Avon and Rimmel, to name but a few. For new businesses or those operating as a one-man band, money spent on what just seems like "giving things away for free" can seriously dent cash-flows and margins, but in reality, the whole exercise should be looked at in a different, more positive way.

It is actually really important to invest, wherever possible, in product samples as part of an overall PR strategy in order to gain those vital column and on-line inches! A recent PR stunt for one of my beauty clients, Natural Spa Supplies, who sensibly ploughed a budget and a bit of thinking into some journalist-friendly sized samples of natural Moroccan Rhassoul clay, came up trumps as over 35 journalists leapt at the chance to take on the gauntlet we’d thrown down and attempt to use the clay exclusively, for all their skin, hair and body washing needs for a whole week. It really had to be seen to be believed - a single 100g packet of dried clay - enough to fit in the palm of your hand - for everything for a week. It seemed ridiculous and impossible in words, which is why the physical product had to be sampled, with great results as well! The expense of the promotion itself and the samples, postage etc was still probably less than the cost of a single banner advertisement and a huge amount less than a print advertisement, and yet will be deeper and more far-reaching as the end users – the journalists - who write first-hand about their experience will touch their readers in a much more effective way than just another ad in a sea of ads on a page or a site.

Another client, buyOrganics, regularly does PR for their incredibly diverse range of beauty, skin and body care, and cosmetic products and again, we get many requests for samples, but these do lead to great coverage – not only that, but journalists are also potential customers and as is often the way with beautiful, organic and ethical beauty products, they are so yummy that they really do speak for themselves. Also, combining products together to create "looks" or to appeal to certain themes and features, is also a great idea when it comes to being creative with samples. buyOrganics stocking all the products it does, can provide journalists with more than the usual run-of-the-mill "look what we've just launched" bog standard press release - and create interest in issues and areas of interest, not just for selling makeup but telling the story behind why it's important to use ethical, safe, healthy cosmetics. It's not enough just to use the paraben, SLS and phlalate free organic skincare products, if you then smother your face in foundation, lippy and eyeshadow which is chock-full of the very stuff you've omitted from your skincare regime, so by extending the story to the cosmetics on offer as well, not only does buyOrganics provide interesting, compelling evidence and products but shows that it is a business which remains full of integrity and sticks to its values.

I do a bit of freelancing myself and I can say hand on heart that my conversion to mineral foundation, particularly the natural brands by Bella Pierre, AfterGlow and Inika, are purely down to the tests I did on the free samples I received for a feature I’m writing. Not only that, but I’m hooked for life and will continue to buy and use the products after my freebies run out! I must confess to even surfing their sites to see what else they make - again, the beauty of the sample is not just the gift of the product itself, but it's ability to provide interest and an entry into an entire world of similarly captivating products!

Of course as a PR I would always advocate PR over advertising when budgets are limited, but the effect isn’t as instantaneous and usually a sensible mixture of the two is the best approach.

Other items are harder to “freebie” but books must be reviewed and for the cost of even a box of books given to review journalists, has got to be still less than the price of a display advertisement, and again reaps dividends when praise is quoted from the mouths of journalists. Clothing, homewares, electrical goods, gadgets and other more expensive or ungainly items, can still be reviewed – many publications will borrow and return items they need for photoshoots for example, and a good rule of thumb is always to make the request – if you don’t ask you don’t get! And part of your PR’s job is to be responsible for getting the product samples out there, and getting them – and the press coverage about them – back!

Next time - I'll be talking about The Launch Party - something close to my heart at the moment as I'm involved in organising a couple of these this month, and I really want to dispel any myths about the Launch merely being an opportunity for a bunch of journos to get plastered, scoff vol-au-vents and grab goodie bags - nothing could be further from the truth!

Time is running out!

I've no idea how I've managed to carve out a little time today to write this, but in fact as my first entry it's a really important issue! As a PR for all my clients I spend my days writing on behalf of them: blogs, press releases, articles, all about their businesses, services and products, with the aim of getting them noticed by the press, into their favourite magazines, newspapers, even on TV and the radio and importantly for on-line companies, in the internet "ether".

Hypocritically, I've never practised what I preach - and it got me wondering - why not! I'm always advocating we write as many blog entries as possible to increase google ratings, traffic and hits on their websites, but have I ever had the time to do it myself! Not on your life! There's always that "one more thing to do" - especially when you're working a billion hours a day, ferrying kids to and from school, tackling the persistently looming laundry pile, attempting the housework (occasionally!), kids' homework, feeding the clan (and the tortoise). All this means that there's precious little time left at the end of the day to do anything except slump in front of the TV with a glass of wine and fall instantly asleep!

So this is why I write for my clients; it's not just my abundant creative skills and bursting media contact file which is attractive - more mundanely, they are actually so busy with the day to day running of their own businesses that the telling of their story to their public - PR - just has to take a back seat, yet it is this aspect of a business that is so important to generate sales, profile and a following. And I take this chicken and egg situation and turn it into a butterfly emerging from a chrysalis for them.... the beauty of having a friend, colleague, mentor, sounding board and professional on board to do your PR for you.

But as well as the promotional aspect of writing your blog, it's also good for the soul and good brain training. Who needs a Nintendo Wii to get those little grey cells working away, when you can put finger to keyboard and enter the realms of writing not only for profit but for pleasure as well.

As Edward Gibbon said "There is more pleasure to building castles in the air than on the ground."

That's why I've found the time - at last - for this blog!