Long gone are the days of media desk sides; in-depth, in-person meetings with media that provide a detailed introduction to new products. Busy newsrooms and the demand for high volume story output means that reporters are working with less time and more demands than ever before. And the pandemic has only added to this pressure.
To help break through the clutter, we work with many of our product-based clients to create impactful media mailers that establish a meaningful connection with media and set brands up for long-term success.
With that in mind, we’re sharing the top 4 ways to get the most out of your media mailer.
Let’s be real, we all judge books by their cover so we know that making a good first impression is key. This especially rings true in our current media landscape where a lot of new product launches are unveiled on social platforms like Instagram, Tik Tok, and YouTube. Creating a visually impactful and shareable experience from the first touchpoint is the best way to encourage social sharing across all platforms, ultimately optimizing the social reach of your new product.
When thinking through design, be sure to consider some of the finer details that can really make or break that first impression. For example, include a spot for the shipping label when designing your media mailer box. This ensures that the shipping label doesn’t cover up important branding or messaging and is seamlessly integrated into the overall look. We also like to include a little hidden message in our media mailers. A small note inside the box can be a great way to let the brand’s personality shine through and can create yet another opportunity for social sharing.
It’s no surprise that sustainability has become a top priority for many brands. Recognizing that a media mailer is a direct reflection of your brand and values, it’s crucial to ensure your packaging reflects those values. We can’t tell you how many times we’ve received feedback from media that they loved seeing a plastic free media mailer. Small details like exchanging packing plastic with shredded paper or biodegradable packing peanuts can really go a long way.
Take it a step further by sending a completely reusable container in place of a box. If it’s a fit with your brand, media mailers can also be brought to life in creative ways like wooden crates or wooden boxes that can be repurposed far beyond your brand’s campaign.
The ultimate goal of a media mailer is, of course, to get your product in the hands of media. That said, the real value comes from being able to communicate your brand through a single experience. When pulling together a media mailer, consider what experience you want media to have and how you want them to feel when trying out your product. Including complementary products and services to your product within your mailer is a great way to paint a bigger picture of the lifestyle that your product represents. In turn, this also helps media gain a deeper understanding of, not just want your product does, but want your brand is really trying to achieve. This is the key to converting a media mailer into detailed media coverage.
Media mailers are a great way to get products in the hands of media and influencers but to really make a lasting impression, pairing those mailers with an interactive virtual event can really bring a brand to life. One of the silver linings of the on-again-off-again lockdowns is that the geographic constraints that used to exist with media are no longer there. Brands can host media events for media far beyond their immediate market. Hosting a virtual event to go alongside your media mailer allows you to directly communicate your brand and product messaging to media. Virtual events also open the door to have real conversations with media and answer their questions in real-time. We’ve seen this approach work really well as it allows media to gain a better understanding of not just the what, but the why behind different products.
In the past year and a half, we’ve all found ways to make things feel special and mailer boxes are no exception. A well-thought-out mailer box can drive anticipation for a product, build excitement with the media, and reinforce positive associations with a brand. As the world continues to change, more innovative mailer box ideas will emerge, but the most successful ones will ultimately make a lasting impression.