When was the last time you “pitched” your product to a member of the media (outside of trade media) or an influencer? Have you ever conducted a “desk side” visit on behalf of a brand, a company or a cause with an editor of a magazine or major influencer? I have and I did it for the first time recently and let me tell you, it was amazing!
Not only did I walk away from each desk side meeting with a new perspective about media in general, I also walked away feeling empowered for our industry and confident that maybe, just maybe, the editors need us just as much as we need them.
I am so inspired that I won’t sleep unless I share more about what I learned during my inaugural pitch experiences! Here are my revelations:
- Food PR is hot and fresh produce PR is on fire.
When researching the consumer magazines we recently visited, we couldn’t help but notice the volume of fresh fruits and veggies that are already featured in the magazines we were targeting. Good for us? Yes! Can we do better? Absolutely. And more visits, more relationship building is the key.
- Sourcing fresh produce that is “in season” is an issue.
One thing I know for sure is that an editor in content production mode is in need of two things: information and product. As it turns out, when an editor is developing content for a publication, they are likely working six months in advance of print production meaning, when they’re writing, they also need to have access to the products that they’re featuring. This gets a little tricky when products are no longer in season. Thus, planning ahead is absolutely essential when plotting a course for PR success throughout the year.
- Desk side visits are sort of like speed dating.
Truth be told, I’ve never been on a speed date, but one can only imagine how quickly people must connect and decide if they are willing to take their relationship to the next step after a brief introduction. This is kind of what it’s like when pitching an editor or influencer only meatier and much more business-like.
- Every editor is different and has unique challenges.
This is the exciting part… Because each editor serves as a content curator for very specific audiences, each has a unique challenge that they’re trying to solve on behalf of their readers. This puts fresh produce marketers in a sweet spot where any one of our products is perfectly positioned to solve a diet, health, weight, nutrition, inspiration, utilization (you name it) problem with a cleverly crafted pitch.
- Stories and “solutions” are the key to a winning angle…not the product.
It’s so true. Editors aren’t looking to boost your brand. It is just the cold, hard truth. Instead they’re looking for a story that is relatable, catchy and unique for their publications. The great news is that in fresh produce, we have many stories to tell. Stories about family-owned and operated businesses, women in businesses (and killing it), philanthropies served and good old American farming.
- Some publications are struggling with social media.
Welcome to the party, right? I was shocked by the lack of social media acumen and strategy that some of the publications expressed. This story inspired me to share how some fresh produce companies have taken the bull by the horns with social media and moved along with the changing platforms and demand by consumers for content. It also primed me for a conversation about how our goal was to help them (in a roundabout way) to be the resource online or any given social media platform for the products that we sell. They appreciated that.
- Like industry buyers, editors want to know “what’s new” in fresh produce.
By and large the most common question we received when meeting with editors in New York was “So, what’s the next big item in produce?” We assured them that we would be following up as several of our industry’s biggest tradeshows would be hosted in the next 3 to 4 months and that we would be in touch with follow up on new product launches and announcements.
- Food editors refer to us as “brands”…is that a good thing?
As fresh produce marketers, we are thrilled when our products reach a branded status and aren’t viewed as a commodity. That’s why, when it comes to food editors, the goal is to have the brand noticed, published and sought after as a result. But should this be the goal? I can argue that 100% branded material isn’t always necessarily a good thing. As fresh produce marketers, the DMA team has our eye on the best practices being presented by the marketers of other food choices. Something that has become so apparent to us is this: #1 brands don’t use branded content. The key to working with food editors is to tailor the message about your product so that it fits easily (as opposed to forced) into the lives of the publication’s readers. If you can achieve this, the consumer will follow.
- Food editors really know nothing about you…but they want to know more.
Finding the right spin or story to bring the editor and thus, the reader along is essential. That’s why it is absolutely imperative that we take an offensive approach to building relationships with people with influence over consumption of our products. Guess what? We’re on it.
- Food editors need help…and that’s where we come into the picture.
With a few trusted relationships in the fresh produce industry among the food editors that we met, DMA Solutions is positioned to serve the industry (and the media) as a conduit for building relationships with meaning and trust. So stand by as we anticipate that some, likely not all, will take us up on our offer to help.
In light of my very first experience pitching to food editors, it would be enlightening to hear some of your thoughts and revelations you’ve learned in your role when managing relationships with the media. Is this something that you do on your own or have you relied on a PR company to help you in the past? What are some take-aways that you’d like to share? We’re all ears @TheCoreBlog or in the comments section below.
