New York Daily News, July 7, 2007
Who is your client and what are its media goals?
Jeff Cannon: Our client is Repel-X, a division of JAD, which recently developed a garbage bag that repels rats, raccoons, and other types of rodents. They wanted media coverage to prepare for a national rollout, but also build awareness in New York - a key local market for them.
What made the New York Daily News such a good hit for them? How did you pitch the editors/ reporters there?
Cannon: The Daily News was a great target because it reaches the entire city and would help Repel-X gain a foothold here. We actually pitched one of the News' editors by phone and they got us in touch with city beat reporter Tina Moore.
A rodent-repellent garbage bag isn't the sexiest topic. What hook did you use to interest Moore?
Cannon: We had a lot of great statistics, such as [noting that] there are between six to nine rats for every resident in New York City. That ended up providing a great initial angle for the story.
Did you have to provide any third-party testimonials attesting to the effectiveness of the product?
Cannon: We did have independent testing results - including video of tests with actual rats - and we talked to the city's Parks Department to get their input. We also quickly set up an interview with JAD CEO Joe Dee, so Tina had the full information package right away and could run with the story.
What was the impact of the hit?
Cannon: The piece ran July 7, and though New York is a competitive media market, it triggered interest from other outlets and we were able to come up with different pitches so each had their own story angle. That led to a segment on News 12 in Long Island, and we've done interviews with New York and Forbes magazines. The media attention led to numerous calls to JAD requesting the product, so the company was very happy with the placement.
Name: Jeff Cannon, president,
The Cannon Group (New York)
Placement: New York Daily News, July 7, 2007
Pitch timeline: Two weeks