Right Direction gets Hearty review

Placement: A Hearty Life blog, June 26

Placement: A Hearty Life blog, June 26

Who is your client and what are its media goals?

Tom Biro: Our client is Right Direction Foods, which makes healthy, cholesterol-lowering cookies. It was looking to raise awareness for its new cookies by targeting both traditional media and key online outlets.

What made the "A Hearty Life" blog such a desired placement, and how did you go about pitching the bloggers there?

Biro: We had decided to focus on only a select few sites, and because A Hearty Life is a well-known and respected blog in the healthy food category, it was an ideal target. One of our staffers reached out by posting a comment to the blog that let them know about the cookies and noted we were available if they wanted more information. They quickly got back to us and we began a dialogue.

Sampling can be problematic. What was your strategy to ensure the right person at A Hearty Life got the cookies? What other support materials did you provide?

Biro: In this case, it was a one-person blog, so it wasn't a problem finding the right person (Dr. Hsien-Hsien Lei). We sent her the cookies, along with a press kit and links to the Web site.

Did you have any additional dialogue with Lei after the sample was sent?

Biro: Not really. We were conscious of not overwhelming her with calls, so the only other contact we had was just to make sure she had received the sample.

What was the impact of the hit?

Biro: A positive review of Right Direction cookies was posted on June 26. We also received coverage on other food-related Web sites, some of which were tied to separate pitches, but others that were no doubt follow-ups to the A Hearty Life posting. Most important, the client was pleased because it was such a positive review.

Name: Tom Biro, director of new-media strategies, MWW Group (East Rutherford, NJ)

Placement: A Hearty Life blog, June 26

Pitch Timeline: Less than two weeks

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