Mastering the art of product placement: Unlocking brand success

Welcome to another edition of the All You Can E-E-A-T a biweekly newsletter brought to you by the JBH team who will be sharing their knowledge and expertise on all things Digital PR and SEO.?

In this week's All You Can E-E-A-T we are joined by Sophie Bond our Digital PR Manager.

Mastering the art of product pitching: Unlocking brand success

Product placement, a traditional PR tactic, has evolved for digital PR strategies. Ensuring your product pitching is highly effective is crucial for brand success. At JBH, we are renowned for consumer PR expertise and constantly seek optimal brand opportunities.?

But what methods can be used to stand out amidst the brand competition? Below, I’ve listed insights into navigating the ever-evolving landscape of product pitching.?

How to create PR stories using pop culture trends

Crafting PR narratives that leverage pop culture trends is paramount in today's media landscape. Harnessing the power of pop culture gives us a competitive edge, but identifying the perfect trends for timely product placement requires finesse. Trends serve as early indicators of emerging popularity, offering invaluable insights for strategic placement.?

Top tip: Remember to expand your pitching efforts beyond the digital sphere! Opportunities exist beyond online platforms—you could potentially land a cameo on daytime TV or secure radio interviews by aligning your products with expert insights on trending topics.

Using Google Trends to plan when to pitch your product

Utilising Google Trends for strategic product pitching is essential in marketing. While traditional PR may plan for Christmas in July, digital PR leverages tools like Google Trends to capitalise on peak search demand.

When promoting NIO Cocktails' 12-day Advent Cocktail Box, we aimed for maximum impact by timing our pitch strategically. By analysing search trends for "Alcohol Advent Calendar" over the past five years, we identified the optimal window to launch our product placement campaign.

The data revealed a consistent spike in search demand during the second and third weeks of November each year, guiding our decision for the most effective timing to capture audience interest.

This is when we know that customers (and therefore journalists) will be looking for our product, meaning we can direct our product pitches at exactly the right time.

Top Tips to Takeaway for Product Placement PR Campaigns:

1 - Timing plays a pivotal role—let research and data shape your pitching strategy

While you may have assumptions about when audiences seek your products, ensure your intuition is backed by data. Leverage tools such as Google Trends, Glimpse, and BuzzSumo for actionable insights into when and where demand surges.

2 - Swiftly capitalise on relevant trends

Don't delay when identifying trends pertinent to your brand. Acting promptly increases your chances of breaking through the clutter before competitors join the race.

3 - Conduct thorough research on your target audience

Tailor your pitches to align with the interests of your recipients. For instance, if a publication targets vegans, avoid promoting meat or animal-based products. Similarly, be mindful of journalists' preferences; if a journalist publicly discloses being sober, abstain from pitching alcohol-related products.?

Utilise platforms like X (formerly Twitter) and LinkedIn to swiftly vet journalists and their affiliations, ensuring your efforts are focused on viable opportunities. This proactive approach saves time by avoiding pursuits with limited potential.

E-E-A-T Top Tip

Utilise Google Trends and other data-driven tools to pinpoint the perfect timing for your product pitches. By analysing search trends and identifying peak demand periods, you can ensure your pitches hit the mark and capture maximum audience interest.

Key Takeaways?

1 - Strategic Timing is Key: Use data-driven insights from tools like Google Trends to pinpoint the optimal moments for pitching your product. Don’t rely solely on intuition; let research shape your strategy to ensure maximum impact and audience interest.

2 - Stay Ahead of Trends: Act swiftly when identifying relevant pop culture trends. Being proactive increases your chances of standing out amidst competition and capturing audience attention before others join the conversation.

3 - Know Your Audience Inside Out: Tailor your pitches to align with the interests and preferences of your target audience and journalists. Conduct thorough research to understand their preferences and affiliations, ensuring your efforts are focused on viable opportunities for successful product placement.

Thanks for reading - See you next time!

Check out our website: jbh.co.uk