4 Ways to Create Unforgettable Media Mailers

Author: Cara O’Connell

In a world of virtual communication, brands are often challenged with making a genuine connection and real impact with members of the press. Writers are sifting through hundreds of pitches daily – media mailers offer an opportunity to break through the noise and set your brand apart from others.

At its core, media mailers put your product in the right hands. They give writers a chance to get firsthand experience with a product and form a connection with your brand on a more personal level, so your company is top of mind for future stories.

Here are four things you can do to make your next media mailer impactful.

Visuals Matter

An eye-catching mailer is more likely to leave a lasting first impression. Most writers receive several PR packages weekly, and it’s imperative that your brand stands out from the others in every way possible. Putting extra thought into packaging is a great way to do this. Consider choosing a box with your brand colors or logo on it rather than a standard carboard box or adding eco-friendly packing materials if your brand is focused on sustainability. With thoughtful packaging, the writer gets a feel for your brand story before the box is even opened. And if a reporter finds a mailer especially attractive, sometimes they’ll even share a picture of it on social media generating added visibility for your brand.

Get Creative

Media mailers should always include the brand’s product to allow the reporter to see it in person and test it out for editorial consideration. In addition to the product itself, consider adding fitting items that help create a memorable experience. For example, if you’re sending an anti-aging face serum, adding a jade roller, a robe and a pair of slippers is a fantastic way to give the writer a self-care regimen centered around your product. After testing the serum, the writer is more likely to remember your brand when they put on those slippers or robe in the future.

Think Ahead

While media mailers can be a great strategy to get your product in the hands of target media, they can pose some challenges. When planning the items to include, consider every facet of transit and delivery. When possible, avoid including any fragile items, and ensure each item is thoroughly protected so everything arrives in one piece. If you plan to send consumables, be mindful of expiration and refrigeration needs. As some writers are often away from home, be sure any perishable items can stay edible for at least a week. Although it’s great to be creative with your mailer, when it comes to shipping, it’s best to err on the side of caution.

Personalize the Message

Adding a personal touch can show writers that you put thought and intention into the mailer. Including a hand-written note thanking the writer for accepting your product in the mailer can establish a more personal connection. Additionally, if you’re sending a mailer with clothing in it, ensure that you’ve confirmed the writer’s size or color preferences before shipping.

Media mailers can be a secret weapon for consumer goods brands to garner coverage and foster relationships with writers at target publications.

Are you ready to get your product into the hands of key media? Reach out to us!