Every brand wants its new product to grace the pages of glossy magazines or find itself at the top of the list in coveted guides with lifestyle press, but it doesn’t always come easy.
To earn these coveted spots, you must find ways to make your pitch stand out from the rest. Luckily, by helping consumer brands land thousands of placements with lifestyle media outlets such as Better Homes & Gardens, Cosmopolitan, and Refinery29, we know a thing or two about crafting a pitch that grabs the attention of journalists.
MBA’s Top 5 Tips for Pitching New Products to Lifestyle Media Outlets
1. Create a Unique & Newsworthy Pitch
One of the most important factors when launching a new product (to any media vertical) is conveying the brand and/or product’s unique value proposition. Ask yourself – what differentiates my brand and product from the competition, especially if you find yourself in a crowded market like wireless headphones or Bluetooth speakers.
Is it a limited-edition collaboration, or was the product designed using unique materials like exotic skins, premium leather, or sustainably sourced wood? Identifying and highlighting these features in your messaging and outreach will add more relevance to your new product–which is exactly what journalists are looking for!
2. Connect with Top Lifestyle Contributors
Due to the long lead times of lifestyle media, the most successful products are showcased during a media tour prior to their launch. Whether in-person or virtual, a media tour provides a platform to connect with top lifestyle media contacts and can set the tone for your entire launch strategy.
In addition to keeping lifestyle print and online lead times top of mind, you should also remember to account for major events such as Fashion Week and holidays, which can interfere with scheduling.
3. Enhance the Story with Powerful Visuals
Photography is a must for strong storytelling, especially when it comes to pitching lifestyle media. Visual assets can make (or break) your chances of being featured. Your brand visuals should showcase your product’s benefits and different use cases, helping to create a visual representation of the story you want to tell.
Quality professional imagery can also determine how prominently you are featured in a story and how the outlet’s readers perceive you.
4. Reference Editorial Calendars to Find Aligned Opportunities
Most lifestyle magazines publish editorial calendars that provide a glimpse into the year ahead. This information can help you determine where your brand fits into their planned stories and can elevate your product pitch when trying to earn coverage throughout the year.
Also, consider seasonal roundups published in print and online like Holiday Gift Guides, Mother’s Day, Dads & Grads, Back-to-School, and more.
5. Timing: Consider Lead Times & Set Expectations
Lifestyle media operates completely different than technology outlets. They require a longer lead time with any new product, especially when it comes to print opportunities.
Print publications, for example, work anywhere from 4-6 months ahead, while online outlets range from two weeks to two months in advance. Therefore, given this vertical’s long lead time, a product is rarely covered the week of its launch unless they have been previously exposed to the brand and product.
If you want to get your brand and story noticed by lifestyle media contacts, let the MBA team utilize their extensive network of lifestyle journalists, media contacts and influencers to get your brand and product the attention it deserves.
Claire Rocawich
Senior Account Director, Max Borges Agency
Claire Rocawich is a seasoned public relations & marketing specialist with 10+ years of PR agency experience supporting national and global technology, design, travel, and tourism and hospitality brands, including Jarden Consumer Solutions (WeMo connected home products, Mr. Coffee, Crock-Pot, etc.), Roland Corporation, Miami Beach Visitor & Convention Authority, Native Union, InterContinental Hotels Group, and more.
Claire joined Max Borges Agency in 2015 and serves as a Senior Account Director for the Client Consulting practice, where she focuses on client strategy development and account management.
Claire’s communications work has been instrumental in securing editorial coverage in top-tier national and international media, including The Wall Street Journal, The New York Times, Washington Post, USA TODAY, Forbes, Inc., VOGUE, ELLE, Harper’s Bazaar, GQ, Good Housekeeping, O, The Oprah Magazine and more.
Claire has a passion for fashion and interior design and resides in her native Miami with Kiedis, her English bulldog aptly named after Red Hot Chili Pepper rocker Anthony Kiedis.
