The Power of the Media Sample

By November 5, 2009Industry Perspective

Review samples are a crucial to generating media coverage. More and more editors, bloggers, producers and even podcasters will request to try out a product before they highlight it to their audience – providing first-hand experience with the product.  It is so commonplace that the Federal Trade Commission recently set new guidelines for bloggers and social media-influencers, who must now disclose if they received payment or a product sample for review (one in the same in the eyes of the FTC):

“The guidelines state that bloggers who have received money or “in-kind payment” tied to product reviews must disclose such deals to readers… They [new guidelines] bring into sharper focus the relationship of bloggers and brands. The FTC chose not to make a distinction between professional bloggers and amateurs. It also does not differentiate between paying cash and providing product samples. Violators face fines of up to $11,000 per infraction.” (AdWeek, October 5)

We often receive compliments on our timely correspondence and sample turnaround from the media with whom we work. Working to provide samples ahead of media deadlines, following up to answer any questions as they try it out and following through with this until we can secure coverage. “Experts said the new regulations would have little impact on marketers following standard practices.” AdWeek

One of the best problems we encounter is running out of samples due to too many requests from the media. When we are unable to provide review samples (due to any number of problems— warehouse backup, priority to retailers, even new companies booming right out of the gate), it throws a kink in the system of generating timely coverage.  Seeing this as a great problem, it’s important as a company to remember the power of the sample. While your PR company should be choosey when sending product samples, they will need your help providing those samples to generate top tier coverage and ultimately driving up your sales. One sample can generate exposure to millions – don’t underestimate the power of the sample.

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About BLASTmedia

BLASTmedia is a national PR agency specializing in media relations, content creation and amplification. We believe that hustle and dedication deliver results.

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