I’m really interested in starting my own pop up, but I’m not sure how I should approach the press about my project. I know it’s important to create a buzz with journalists, but I don’t know where to begin! Can you help?
Contacting the press is a sure way to get your shop covered in the news, but getting their attention to get your press pitch noticed is an entirely different feat. Asa Bennett of the Huffington Post, Bex Burn-Callander of the Telegraph, and Alice Revel of Running in Heels each gave us their top tips on how to Perfect Your Pop Up Press Pitch.
Plan Ahead
Start your marketing weeks before the launch of your pop up. This may even be before you have secured a space. Successful marketing needs to be planned months ahead. Give warning to the press and ensure that journalists know as far ahead as possible of your launch, especially if you want them to attend – they are busy people and get booked up in advance. Online and offline publications have different deadlines. Stories in magazine print can be planned two to three months in advance, so bear that in mind when creating your marketing plan.
Secret tip – deadlines vary so it might be worth your while to do a little research. For instance, there aren’t as many people working weekend shifts in the press. Send your press release on a Sunday morning and you have a much greater chance of getting into the paper the following day.
Target Your Journalist
Look at who you want to target and what demographic you want to reach. Is your pop up a restaurant? Look for journalists who write about food. If your pop up is in London, you are not going to want to reach out to a journalist in Aberdeen.
Set Yourself Apart
Journalists are bombarded with over 600 emails and different pitches every day, so it begs the question, what makes them pick a worthwhile story? Start with your subject line. Give the bare necessities such as the company name and what is happening. Grab them by the first paragraph, as journalists tend to have short attention spans. Pull in the key points to your launch or event. Paste the rest of your press release under your email in case journalists want to read further. Do not include attachments or high-res pictures. Just offer to send them upon request instead.
When writing your email, think carefully about whom you are reaching to. Depending on the angle, tailor your email to the story and the messaging you use.
When McQueens Flowers and Black Vanilla Gelato collaborated on their wonderful Shop Share pop up last summer, lucky journalists received a press release accompanied by a taste of things to come – some samples of Black Vanilla’s flower-inspired gelato. A sure-fire way to get journalists’ attention!
Use Social Media with Caution
Social media has given people instant access to others, including journalists. But should you tweet your press release? Most would agree it’s better to keep it in email. Pitching to journalists via Twitter can be tricky because you’re constrained by characters. Keep the details of your pitch all in one place as it will be easier for journalists to get all the information they need.
Got something you’d like to ask the experts?
Email ‘Ask The Experts’ to hello@wearepopup.com with your question and we’ll put it to the panel.
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