Let's Talk About: Press Packages
Do you send media mailers? Follow these 9 golden rules to increase your ROI.
Happy Hump Day!
One of my favorite things about being a journalist who tests and reviews/covers a slew of products each month is that I always get to check out the latest gear, gadgets, beauty supplies, electronics, fashion, kitchen appliances, exercise equipment, etc.
The UPS and FedEx drivers drop press packages off on a daily basis around here … much to my schnauzer’s dismay. And of course the sheer volume can be a bit hard manage space-wise. Let’s just say that the closets and cabinets in my 1,800 square foot home runneth over. Think I’m joking? Here’s an embarrassing glimpse at a corner of my kitchen I’ve dubbed Jill’s Store … it looks like a (poorly displayed) retail shop of press packages.
Side note: If you’re wondering what I do with everything, it varies. I keep the products I love and will use. But a lot of the time I give things away … to anyone from my exterminator and housekeeper to my parents and Goodwill. Heck, I’m known to show up to brunch with girlfriends with a grab bag of a thousand dollars’ worth of barely-used face serums and beauty products. Just look at that extra exposure your products are getting!
Last month, I received what I assume was a very cutely curated and thoughtful press package from a hotel property … but all I saw when I opened it was what appeared to be a ceramic coffee mug smashed into a thousand pieces, and several glass jars of marmalade and other gooey goodies that had leaked all over everything (ruining the tea towel and marketing materials included). What a shame!
The month before, I received another very cute press package that contained a bunch of beauty products and a PINEAPPLE. God, I love pineapples. However, that poor pineapple over-ripened during transit and by the time it got to me had more or less imploded its sticky goodness all over everything. And it stunk SO bad.
In both instances, I had no idea I was being sent consumables … because if I’d known, I’d have explained that you definitely can’t ship consumables to Phoenix in the summer without about 100 packages of dry ice (and PS: Summer is from April 15 to Halloween). It’s been 112 degrees here all week and those packages sit in UPS trucks that reach well over 150 degrees inside for DAYS.
But media mailer follies don’t just happen with consumables. Last week, I received a $350 sleeping bag from an unknown source. There was no info on the box, no info enclosed and there’s been zero contact with anyone from this brand in my emails. When I found the PR contact and asked if they’d sent it to me, they said no. It’s still a mystery. I’m not exactly the camping type (honestly, 3-star hotels aren’t even my jam …. yes, I’ve been spoiled thanks to my travel writing over the past 12 years), so I guess I’ll be donating it. But it’s too bad … somebody mailed that to me and I’m sure they were hoping for some type of ROI.
Between these few recent examples and the dozens of others I’ve experienced over the years, I thought it was time to have a more in-depth conversation about press packages. Here are my 9 golden rules when it comes to mailers to ensure you’re getting your money’s worth: