Consumer Product Events (CPE)
We are a very exclusive service that sells an opportunity for consumer product companies to meet top magazines, newspapers, TV / radio producers and bloggers who report about their kinds of products in 1 day. There is no publicist in the world who gives away their precious reporter contacts, but we do. We choose only 30 products a month to meet top reporters - beauty products to meet Allure, pet stuff to meet Dog Fancy, holiday gifts to meet Lucky, fitness gear to meet Men's Health, wedding things to meet Brides magazine.
The founder is a consumer product PR guru and author of the PR Handbook for Entrepreneurs. With clients like Mrs. Fields, Champagne Mumm, Swatch - her knowledge of how to get "free advertising" for products is coveted.
CPE is the only company in the US that does these "media introduction salons" on a regular basis and they are planned at a time of the year when the press is looking for certain kinds of products. October is Breast Cancer Awareness Month and the magazines need "pink" products. Every Summer, the press do wedding issues. In December, they need things to put into their holiday gift guides.
We make it easy for the press to find all this in one place and interview the entrepreneurs simultaneously. And it's crazy cheap; only $2350 for a table. When hiring a PR firm would cost a minimum of $5K a month for 12 months, that's a 95% savings.
A very specific audience who are the most likely we will meet, specifically at trade shows -- and there are three:
1. In-house marketing executives in consumer product companies
2. In-house or outside consultant sales executives in consumer product companies
3. Entrepreneur / founder / CEO of a startup or midsize company
(And, if we're lucky, someone who really understands what we do, doesn't really need any wooing and will throw their credit card at us faster than we can say "hello,"-- In-house public relations people in consumer product companies)
We need a series of (9) 5x7 postcards to give out to prospects at trade shows (see attachment) and mail to prospects. These need to be pithy, simple communications that, in a glance, say what we do.
The series needs to match our pink / orange branding (see http://www.ConsumerProductEvents.com), but each be customized for the industry segment of product we wish to attract. The entire series should look like they are part of the same family.
Use words, graphics, fonts and/or layout to convey what these events are. We have done versions of these for some trade shows with taglines like "Do It Yourself PR," "PR on Steroids," and "Speed dating for Products and Press," but in the end, Google Adwords searches show these phrases are understood by a PR pro, but not an immediate "aha" for an entrepreneur, sales or marketing professional (who are the first people we meet at trade shows). These need to convey why meeting reporters is the best thing since sliced bread for their business.
We are huge fans of whitespace! Draw the eye to something poignant. The less the better. Memorable. Direct. Impact. Fresh. We dig that.
Think in terms of presenting this idea to someone who only wants to grow their business. They need to be dazzled at the possibility to become 1 of only 30 products to meet those elusive reporters.
We have many photos on our website. Go there to get a feel of what we do.