Good Housekeeping, February
What does your company do, and what are its media goals?
Kristen Harris: Implus is a footcare-accessory company with a mission of providing products that make shoes better. Our media goals are to raise our brand awareness and creatively inform a wide range of consumers about the benefits of our products.
What made Good Housekeeping such a good target? How did you pitch the editors there?
Harris: Good Housekeeping has a circulation of more than 4.6 million, so we knew what the magazine's [product coverage] would mean for our Yaktrax product, which is a lightweight traction device for shoes in icy conditions. We worked with our agency Alison Brod Public Relations to target the right editors at Good Housekeeping. They did the actual pitching.
Good Housekeeping gets a lot of product pitches sent to them by consumer companies looking for that seal of approval. How did you cut through that clutter?
Harris: What really helped was our focus on the safety angle and the fact that the tone of the pitch was very conversational. Alison Brod PR sent a note reminding the editors that women everywhere have had a fateful and embarrassing moment when they run to catch a cab, slip, and fall on the ice.
Do you send actual products for review, or was this simply a matter of providing basic product information and a good photo?
Harris: We sent the actual products, along with a fact sheet, so they'd have all the information they need to make their decision.
What was the impact of the hit?
Harris: The positive review of Yaktrax ran in the Goodideas section of February's Good Housekeeping. Implus immediately saw a spike in sales, with the ROI exceeding the company's goals by 20%. The story also triggered an increase in Yaktrax Web site traffic, as well as phone inquiries. Everyone at the company was really pleased.
Name: Kristen Harris, marketing assistant, Implus Footcare (Morrisville, NC)
Placement: Good Housekeeping, February
Pitch timeline: 14 weeks