Boosting Sales with Editorial Coverage
We are thrilled to rise before the sun, to read an editorial placement today that offers valuable earned media coverage for our client, a niche fragrance brand from the UK. We were told that our client would be the “Gift of the Day” today on Gotham and low and behold here we are. Joy to the world.
This positive review will help boost holiday sales with a link directly, to not one, but two shopping carts with a beautiful detailed description and photo of the delightfully feminine perfume worn by Kate Middleton on her royal wedding day.
1. How did this come to be? How did the editor “discover” our newest fragrance brand, Illuminum Perfume?
That’s simple. We emailed each other, set a date and we met in person as we took her through the collection. We told her our client’s story and we had her experience the 16 fragrances, one by one. It was a lovely meeting.
What is the difference between this article written by one of Gotham’s fabulous online reporters and let’s say the purchase of a 728 x 90 leaderboard advertisement or a 468 x 60 paid for partner link?
The most obvious is cost. This review, which you can read here was not paid for by us or our client, it was written by the editor after receiving press information and photos from us on behalf of our client. It fit her criteria for a Gotham worthy gift.
What is the same?
Audience reach for one. Niche Media Holdings, LLC is the country’s pre-eminent regional magazine group catering to the high-end luxury market through its distinct publications which includes publications like Gotham, Hamptons, Los Angeles Confidential, Michigan Avenue, Ocean Drive, Philadelphia Style, Vegas, and Wynn. Renowned for reaching the most affluent consumers, Niche represents some of the most valuable real estate in the country, helping our clients reach their targeted demographic.
What happens now?
Next we will monitor awareness – how many new customers became aware of our client’s collection through this editorial? We will look at those that actively expressed an interest in the fragrance and finally action – how many clicks to the cart were made.
Interested in learning how to earn more editorial coverage for your products and services? Our agency specializes beauty, health and wellness and in all things to make you look and feel great. Contact us to see how we can help you boost your sales.