Pitching Product Reviews: Where to Begin
Product reviews are a great way to teach consumers about the unique features and capabilities of your client’s products. According to PowerReviews, 97% of consumers today depend on reviews to make informed purchase decisions. A review usually comprises a mix of behind-the-scenes images and videos of the setup process and of the product working as intended and so, it’s important for companies to ensure the reviewer has all the tools he or she needs to complete a full review.
The idea of landing a positive review for your client is great, but where do you begin? Here are some helpful tips to get you started.
Who to Pitch
The first step to selecting reviewers to pitch is to research the press or media who have recently written articles or reviews about technology similar to yours. Your pitch is more likely to receive a response if it is relevant to the writer. Researching press coverage of your company’s direct competitors is also good way to start to find targets to pitch your products to.
Before reaching out, research the writer’s background by reading other stories they have written. Make sure that they are still writing for the publication you are targeting by checking out their LinkedIn or Twitter profile. This also helps you determine if they are still covering smart home, security, IoT, or the topic that is most relevant to your business.
What to Pitch
The press are especially interested in unique features that set your product apart. In your pitch, explain features that can’t be seen with the naked eye or those that, without explanation, might not be immediately obvious. These features could include sirens embedded in a flood sensor, or an LED indicator for connectivity and energy monitoring on a smart wall plug. Reviewers might not know about these features if you don’t tell them, but they will be happy you did.
If you have a popular product that is not proprietary, highlighting a unique use-case can make your product seem more outstanding to the press. Be creative and upfront in explaining and highlighting the features you want covered, and don’t be afraid to think outside of the box on how to catch a reviewer’s attention.
When reviewers test products, they are likely to take their own images and videos throughout the process. However, reviewers appreciate being provided with high-resolution images to supplement their write up. One easy way to share assets is to create a Google, Dropbox, or OneDrive folder and send the shared link to the reviewer. In addition to images, share non-confidential product presentations and datasheets highlighting the features and specifications of your product.
As a PR professional, it’s your job to provide reviewers with as much information as possible. Make life easy for everyone and consider creating a dedicated reviewers’ guide that walks writers through the setup process and answers frequently asked questions that the writers might have. The reviewers’ guide is your opportunity to go beyond the pitch and explain in great detail everything you want the reviewer, as well as consumers, to know about your product.
Our pitches are usually pretty tailored for the tech press, but these rules could loosely apply to just about any product. Do you have a strategy that works for you? Drop me a line on Twitter @megannicole_pr!