Having a sampling marketing strategy is essential for anyone trying to get their physical product featured in the press. While this can be a costly undertaking both in terms of time and logistics, the good news is that it is effective and can be the fast track to getting media coverage. So, it is certainly worth the amount of time and energy it takes to send out samples.

Side note: The information in this post is perfect for business owners and influencers looking to dip their toe in the water of public relations. If you're ready to skip to the good stuff, click here to learn more about our online public relations course, Pitch, Please! 

Where to begin your product sampling marketing strategy

It’s important to make sure you are targeting the right journalists. There are several ways to go about creating a targeted list. Here are two of the simplest and most efficient ways to start your sampling marketing strategy:

Pretend you have a skincare line you’re trying to promote. First, look at the top beauty and lifestyle websites such as Bydie, Allue. Vogue, etc. Then see who has written product round-ups and beauty features in the past six months. Those are the people you should target.

Then send each of those writers an individual email (we’ll get more into what that email should look like in a minute). If a writer's email isn't listed on their author bio page, that information is likely available on social media or their personal website. If not, there are lots of ways to find journalist email addresses. This aspect of PR is covered in depth in our online public relations course, Pitch, Please!

You may also want to consider investing in a journalist database such as Muck Rack or Cision where you can search by topic, publication, etc. You will also have instant access to email addresses and physical addresses.

Keep in mind that these subscriptions can cost thousands of dollars per year. While these tools can be helpful, they may be cost-prohibitive for a new startup or solopreneur. Furthermore, the information provided isn’t entirely accurate 100% of the time. But if you want to simplify the process of reaching out to journalists, the cost may be worth it.

These databases and similar journalist directories may also list physical addresses to send packages to. In the old days, you could send a package to an editor’s office. That address could usually be found on the masthead of the website or print publication. But most people are still currently working from home and likely will be for a long time. 

If you are targeting influencers and bloggers for coverage, their email addresses should be connected to the contact button on their Instagram page, bio link, or somewhere on their blog. You can also try and reach them through DM, but it is probably best to send an email.

Should you just send out an unsolicited sample or product if you have a writer’s or reporter’s address?

Sending out unsolicited samples is risky, especially if you are a small business. This is especially because the writer may not want to receive packages or could be at a different address, is currently on vacation, working someplace else, or your product simply isn’t relevant for the types of articles they are currently working on. 

As a writer for Forbes, A Sweat Life, and other publications, I’ve received lots of unsolicited packages over the years. These generally land somewhere between humorous and bizarre. Many of these packages contained products I don't even write about tangentially such as spicy mustard and anti-fungal foot powder. While these products never got coverage, I got a got laugh. 

But most journalists like a solicited package and want to try new things, so it’s best to simply ask if they are interested.

Sample email pitch to journalists

Here is an email I recently received about sending a sample. I’ve removed the name of the brand. Keep in mind that it was written by a publicist, but it is a great template for anyone to use. 

If you want some more email pitch examples, read this blog post.

Subject line:

Sample Opt-In | NEW from REDACTED Beauty

Hi Amanda,

Happy New Year and hope you had a safe and relaxing holiday season! Excited to share the newest launches from BRAND REDACTED, NAME OF PRODUCT REDACTED, launching early 2021 and get on your radar for any upcoming stories that you may be working on. 

Would love to get samples your way for testing, so please let me know if you would like to opt-in to receive and the best address to send to. See below for additional information and let me know of any questions you may have! 

Best, 

NAME REDACTED 

+++ 

NAME OF PRODUCT REDACTED

$29, Launched: January 5, 2021

Retail: FancyBeautyStore.com and Brand.com

(Fancy Beauty Store starting 1/22) 

A 3-in-1 hybrid lip treatment gloss, that provides immediate and long-term benefits to lips. Featuring REDACTED™ a patented, natural peptide that has proven properties to restructure, moisturize, and stimulate collagen and hyaluronic acid synthesis in lips.

PRODUCT NAME, 4 Shades

$21 each, Launching February 9, 2021

Retail: FancyBeautyStore.com and Brand.com

A clean, sustainably sourced, vegan lip liner that delivers rich, highly pigmented payoff in one smooth, tug-free stroke. Rich emollients wrap the lip with a weightless, flexible film that leaves a beautiful satin finish.  

PRESS INFORMATION- [hyperlink to imagery]

There are many reasons why this pitch example email works. It’s short and to the point. It doesn’t have every single detail about the product, but it sells it well and gives the writer enough information to go on. You can also include a few in-line photos (not attachments) but make sure they aren’t too big, as that could potentially trigger the SPAM filter.

If you’re still worried about or need more clarification on how to contact reporters, click this link for a blog post that will give you some more guidance and direction. 

What to include in your sample package

After years of receiving sample packages— some good and some not-so-good, here are some helpful tips on what to include in the package itself. 

• While you’ll obviously include the product you’re trying to promote, you may also want to send more than one type of product. Keeping with the beauty line example here— if you send a moisturizer, you may also want to send a cleanser and exfoliator. This increases your chances of getting coverage because the writer will get to explore more of your line.

• If you’re targeting influencers, more products will increase the likelihood of getting an Instagram story, shout out, etc.

• If your product is fragile or breakable, make sure it is packaged properly so it won’t break. Broken glass can be dangerous and is also a waste of time and resources. That being said, accidents happen and postal workers can aren’t always the most respectful of that “fragile” sticker.

• You should also include a note or card thanking them for trying the product, but don't forget to list your email address. There’s a decent portion of the time that I get a box and have no idea who sent it or how to get in touch with them.

• If you have some kind of pamphlet or product information, feel free to include that as well.

What happens next?         

I questioned myself as to whether I should include this information in this post because I don’t want to be a downer, but— you might want to limit your expectations when it comes to a sampling marketing stagey. Just because you send a sample product, doesn’t mean you should expect anything in return. While that might sound harsh, there are plenty of reasons behind this.

For example, you might send a moisturizer to a journalist and your product might not be something they can write about this month. Perhaps they only write about beauty every other month. Unfortunately, articles are sometimes canceled or budgets cut. Try and be patient. Media coverage can take time. But it propels your brand like nothing else.

There’s also a chance that your product might not be good for their skin, or quite simply, they just might not like it. 

Still, this should not discourage you from sending out samples. You can write the most descriptive emails on earth, but until someone physically sees and tries your product, it simply isn’t the same experience.

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