Product & Service Key
What is it?
The Product & Service Key is all about promoting your B2C product(s) & service(s) to the media.
We don’t promote B2B product(s) & service(s) as the media appetite for it is usually small (if there at all). Instead, we’d encourage you to use expertise to plug your B2B product(s) / service(s) using the Expert Key.
How it works
Press Releases (proactive)
We’ll write up and send out press releases to make sure you’re on the radar of journalists who might be keen to feature and/or review your product(s) / service(s).
News Press Releases for new product(s) / service(s) and Product / Service Press Releases for existing product(s) / service(s).
As part of this outreach, we’ll over review opportunities (if available) and facilitate them.
Journo Requests (reactive)
We receive over 7,500 a month of requests from journalists (aptly called journo requests) – many looking for product(s) / service(s) to feature or review.
We’ll pitch your product(s) / service(s) for you and facilitate any reviews.
Journo gifting(proactive)
Where appropriate, we can organise for relevant journalists to be sent your products and follow up.
Competitions(proactive)
We have connections with top-tier publications where in exchange for providing a prize, you’ll receive a guaranteed product feature.
The current titles we have available for giveaways are Red Magazine, Cosmo, Marie Claire, Good Housekeeping, Men’s Health and many more.
Product types we work with
Beauty
- Beauty accessories
- Make-up
- Fragrance
- Hair
- Skin
- Male Grooming
Entertainment
- Books
- Gaming, crafting & hobbies
- Travel
Family
- Pets accessories
- Pets nutrition & health
- Pregnancy & maternity
- Kids & babies – nursery & bedding
- Kids & babies – bathing & changing
- Kids & babies – toys & entertainment
- Kids & babies – accessories
- Kids & babies – health
Fashion
- Fashion bags
- Fashion accessories
- Women’s footwear
- Men’s footwear
- Children’s footwear
- Jewellery
- Men’s clothing
- Women’s clothing
- Maternity clothing
- Children’s clothing
- Activewear
- Swimwear
- Nightwear & lingerie
Fitness & health
- Fitness & sport equipment
- Fitness & sport accessories
- Sleep & relaxation
- Health supplements
- Weight-loss
- CBD & vaping
- Dental
- Toiletries
- Adult
Food & Drink
- Alcohol
- Drinks (non-alcoholic)
- Food
Home
- Decor & accessories
- Bedding
- Cleaning
- Cooking, kitchen & appliances
- Furniture
- Homeware
- Outdoor living
- Home electricals
- Gifting
Service types we work with
- Hair
- Bars & Restaurants
- Events & experiences
- Beauty
- Aesthetics
- Accommodation
- Fitness
- Therapy
- Travel
- Weight-loss
- Health
Examples
Upon receiving a News Press Release, Imperfect Life featured the release of Best Kept Secret’s new Bridgerton-inspired product.
Upon receiving a Product Press Release about Havah’s new products, Women & Home listed them in a line-up ‘Top sport bras’
Upon receiving a News Press Release about Jim & Tonic’s new drink product, PC Gamer asked to review the product and published the review.
Upon receiving a request from a journalist looking to review a hair salon, we facilitated the review and secure a review feature.
Plenty of other examples here too.
How will these articles help my business?
Credibility
Credibility or ‘gravitas’ (as a few posh PRs call it) feeds that need for potential customers to see ‘social proof’ and to build trust.
According to a 2019 Edelman Trust Barometer Special Report “81% [of consumers] say trust impacts their purchasing decisions” so it’s important to build trust with your potential customers.
Getting articles in trusted, well-known publications, promoting your product / service, helps you build that trust and trust means more sales.
Once you have these articles, pepper your socials and website with them – shout them from the rooftops: “[insert fancy publication name here] loves us”. It will go a long way.
SEO
One of the most powerful benefits of PR is a boost to your SEO. In a nutshell, SEO (or Search Engine Optimisation) is the activity of appearing first on search engines when your key words (such as your service / product type, brand name and/or location are typed in).
The higher up you are, the more people will click onto your website.
When you get an article online, you may get a backlink to your website. When search engines see you have backlinks from websites they like (such as online publications) that gives you a boost and you’ll appear higher up the list.
How much a website is liked is called your ‘Domain Authority (DA) rating’ and you’re rated from 1-100 (100 being the best rating).
You can find out yours (and others) here: https://moz.com/domain-analysis.
To give you an idea of the Domain Authorities of publications, as of 2022:
§ Daily Mail – 94
§ The Sun – 94
§ The Telegraph – 94
§ The Metro – 93
§ Huffington Post – 90
§ Yahoo – 78
§ The Express – 76
Backlinks from these websites will boost your own Domain Authority.
There are tons of other SEO activities you can do (such as working on meta tags on your website or writing blogs) but backlinks are the most powerful way to up the ante.
Some Digital PR and SEO agencies charge £1,000s for backlinks – don’t do it.
Brand awareness
This is a classic reason for doing PR but as many small businesses tend to focus on it over the other two, I purposefully put it third to highlight the greater importance of credibility and SEO.
The idea of brand awareness is a simple one – you want your target market to know you exist (and then you want to keep reminding them).
Most publications have media packs (usually available on their website) which will document who their reader is. It’s then just a case of targeting those publications.
For example, if your target market is 25-34-year-old women with a disposal income, you might want to be in Cosmopolitan Magazine.
Timing
Typically, it can take a 2-3 months to get published product / service articles (reviews take time to facilitate and get published and line-ups are published seasonally / periodically). Generally, our Product & Service Key Holders secure 1-6 articles a month.
It’s mainly dependant on the appetite for your product(s) / service(s) in the media and how much you engage with us.
The pricing
£99+VAT/month (leave anytime).
Optional extras
Expert Key – using expertise to promote your brand – £99+VAT/month (leave any time).
Personal Interest Story Press Release – using real-life stories (founders, employees or customers to promote your brand) – £99+VAT/each as and when.
Expert Press Release(s) – sending our expert insights – £99+VAT/each, as and when.