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| | The Un-Marketing Network is not currently active and cannot accept new posts | | Is There A News Angle In My Product? Help w/ Press Release | Views: 1475 | | Jul 07, 2005 7:51 pm | | Is There A News Angle In My Product? Help w/ Press Release | # | 
Laurie Vien | | I recently started a small biz targeting a highly-specific niche. I make dog collars woven entirely of Swarovski crystals. Swarovski is the best crystal in the world (therefore pricey), and the collars are ALL crystal--not a few stones glued onto a collar. They take from 3-10 hours to make, depending on length & width. Due to materials & labor cost, they will retail for $200 and up.
The challenge is that I live in a small town in Vermont--worlds away from my target customers. (I expect these collars to sell in markets like LA, NYC, Miami, Newport, the Hamptons, Vail, etc, etc--anywhere doglovers with money to spend on their "babies" hang out).
Because I'm neither near nor part of my own target market, I will have to rely on online sales & getting retail shops in those areas to purchase my product.
In order to draw attention to my website, I need to do a press release. However--I can't think of a news angle for my product! I don't want to release an ad; I want to release a story.
Given the following list of other facts about me/my business, can anyone see a news angle I might use?:
* My company name is "Bark & Sparkle".
*As mentioned above, my collars are unique because they're ALL crystal--not leather or cloth with a few stick-ons.
*They take several hours each to make (not sure this is of interest to my target market, though ...)
*What I believe will make a customer want to buy my collars is their beauty--they're incredibly flashy, yet tasteful & elegant at the same time. They're "the next best thing to diamonds." They're surefire attention-getters.
*I own 4 dogs myself, 2 of whom are puppy mill rescues, and 1 I adopted as it was on its way to being given up to the Humane Society.
*I offer 'Mommy & Me' sets, which consist of a collar for the dog with a matching bracelet and/or choker for the dog's 'Mommy'. (This is unique, as far as my research shows.)
*I have a Master's Degree in Computer Science from Georgia Tech but was laid off from my programming job just last week, giving me a chance to pursue this business full time.
I've been agonizing over this for WEEKS. Anyone see any fun news angles here??
Laurie Vien
p.s. I have a totally new website under development--should be ready in 2 weeks--in case anyone decides to go check out what my product looks like.
Private Reply to Laurie Vien | | Jul 07, 2005 9:13 pm | | re: Is There A News Angle In My Product? Help w/ Press Release | # | 
Stephanie Frank | | Laurie:
I might be going against the grain here, but we use press releases for one thing - to get someone to pick up the phone and give us an interview.
Having said that, the titles need to stand out and the press release doesn't need to give EVERYTHING. Give teaser information instead. Here's what comes to my mind after briefly reading over your material:
* * * Rescued Puppy Mill Dog Gets Sparkle Makeover
Press release should tell how the dog was rescued and brought to shiny new condition - with its new collar putting the finishing touches on a dog formerly destined to death.
Here's another potential title:
* * * Computer geek puts the Flash on Fido
This is more of a story about you, getting laid off and being able to pursue your dream.
Hope this gets you started...let me know when the website is up - my little Molly might need one of those collars!
Stephanie Frank
author, The Accidental Millionaire
www.AccidentalMillionaire.com
Private Reply to Stephanie Frank | | Jul 09, 2005 3:54 pm | | re: re: Is There A News Angle In My Product? Help w/ Press Release | # | 
Karri Flatla | | I keep thinking of Paris Hilton with her little dog! Possible press release title:
"NOT the Simple Life for this Pound Poochie"
Remember that show "The Simple Life" with Paris and her friend living on that farm? OR
"Rags to Riches for Rescue Dog."
You have a FANTASTIC product here. You need only one glossy mag to pick up your story (especially a celebrity-focused magazine) and this will take off.
Will you market your collars to cats too? I think this would be a lucrative market as well. Who doesn't love to pamper their cats?
There is a story here!
Karri Flatla
snap! virtual assistance inc.
http://www.snap-va.comPrivate Reply to Karri Flatla | | Jul 19, 2005 5:43 pm | | re: Is There A News Angle In My Product? Help w/ Press Release | # |
Laurie Vien | | Hi, everyone--
I hired a marketing company to write me a press release. After going over a 6-page questionnaire they had me fill out, this is what they came up with. (It's formatted for PRweb; I realize I'd need to use a different format for standard press.)
What do you think? Is it effective/newsy/catchy? Does it sound like an ad?
Any and all constructive feedback is welcome, please and thank you. :-)
Laurie
###
Bark & Sparkle Press Release (07.13.05)
Headline: Forget Milk--Today’s Mom Serves Up Milk Bones
Summary: Women aren’t just raising kids these days, they’re raising dogs as if they were children—very, very lucky children who deserve, and get, the best of everything.
Milton, VT (PRWEB) July 13, 2005— Her friends threw her a “puppy shower”. She’s been on the wait list at a renowned obedience school for two years. And she buys handwoven Swarovski crystal & sterling silver collars for her special guy “just because.” Meet today’s new “mom”--she loves her “baby” and isn’t afraid to spoil him rotten.
If you think it’s just the celebrities of the world who are pampering their dogs as if they were babies, think again. More and more couples and single women are opting to raise dogs instead of children. According to the American Animal Hospital Associations’ 2001 pet owners survey, 83% of owners refer to themselves as their pet’s Mom or Dad, and over 63% say “I love you” to their pet at least once a day.
Laurie Vien, the owner of Bark & Sparkle—an online boutique that sells handwoven dog collars made exclusively of Swarovski crystals and sterling silver—shuttles her family to and fro in a car whose license plate reads: 4K9KIDZ. “The fact that I am owned by 4 dogs whom I cherish gives me a real understanding of why people want to carry their dogs around, spoil them, and treat them like members of the family--because they are!” she explains.
For Vien, her babies get nothing but the best, especially given the hardships they’ve endured. “Ben and Jerry, my 2 littlest Yorkies, were puppy mill rescues. They’ve just been through so much that I want to pamper them as much as I can.” That’s what inspired her to launch Bark & Sparkle. “I kept seeing these collars that had a few glue-on crystals, but I couldn’t find any made entirely out of Swarovski. I wanted something that would really sparkle.” Turns out that her clients did, too.
While Vien’s “collars with cachet” have been extremely popular with her canine consumers, she’s had a bit of a problem getting the moms to keep their paws off the sparkling jewelry. “I decided to launch the Mommy & Me line after watching my clients wistfully holding up our dog collars to their own necks and draping them over their wrists,” Vien explains, adding, “And what lucky pooch wouldn’t want to match its mommy?”
Bark & Sparkle is an online boutique that sells high-end jewelry for dogs. Their custom collars are made entirely of Swarovski Crystals and Sterling silver. Bark & Sparkle also offers a Mommy & Me line that specializes in matching collars and chokers/bracelets for women and their “babies.” To learn more about Bark & Sparkle, please call 802.893.2345 or visit www.barkandsparkle.com.
CONTACT INFORMATION:
Laurie Vien, Owner, Bark & Sparkle
802.893.2345
www.barkandsparkle.com
###
Private Reply to Laurie Vien | | Jul 21, 2005 3:34 am | | re: Is There A News Angle In My Product? Help w/ Press Release | # | 
Ronni Rhodes | | I think they did an admirable job, Laurie! I read the whole thing with interest,
and I even "copied and pasted" it to send to a few dog loving friends!:-)
I think you're on the right track - best of luck!
Ronni Rhodes
http://www.wbcimaging.com
Make Your Marketing Memorable with Rich Media Private Reply to Ronni Rhodes | | Jul 21, 2005 4:37 am | | re: Is There A News Angle In My Product? Help w/ Press Release | # |
Michael Lovitch | | Hi,
Press releases are great but not my specialty. What I can tell you is that articles work great for web traffic and conversions.
There are ezines starving for articles and you would be surprised how many of your articles they pick up.
You can go to elance and have someone write 10 articles for around $300 total. You then add your link.
I think a lot of pet websites, newsletters, and ezines will pick them up if they are informative.
You can also start an affilaite program to increase traffic dramatically.
This is just my two cents.
Regards,
Michael Lovitch
www.hypnosisnetwork.comPrivate Reply to Michael Lovitch | | Jul 31, 2005 4:23 pm | | re: Is There A News Angle In My Product? Help w/ Press Release | # | 
Marilyn Jenett | |
Laurie,
I would take another path with this.
Someone mentioned Paris Hilton. Well, Jessica Simpson is a hot property right now and she is photographed often with her little dog, Daisy.
If I were in your situation, I would contact her manager/agent and offer to send her a Mommy & Me set and ask if she would provide a photo wearing them for you to use. Now THAT would get you publicity.
Simpson adores publicity and is photographed every chance she gets. The media follows her fashion moves constantly (I didn't even know who she was but everywhere you turn around, there she is).
I know this seems like a long shot but you don't get anywhere unless you ask. These stars have made designers household names once they are seen wearing an item (I'm not talking big names designers - boutique and even t-shirt designers).
Contact Screen Actors Guild (they have a website) and ask for "Agency". They will give you the name of her agent or manager. Maybe you can find out who her publicist is from the agent. You can submit your letter, product photo and information to be forwarded to her. Who knows, her agent or publicist might think this will create a great media item for her fans.
If this suggestion turns into a media blitz and all the Jessica wannabes buy your product, I want royalties. :-)
Think big.
I would also contact directly the boutique pet shops that cater to celebrity pets. One celebrity walks in, buys your product, someone takes a photo, and you are HOT!
Marilyn
Your Time to Manifest Prosperity - Guaranteed
http://www.ryze.com/posttopic.php?topicid=522186&confid=481
Private Reply to Marilyn Jenett | | Aug 06, 2005 6:29 pm | | re: re: Is There A News Angle In My Product? Help w/ Press Release | # | 
Denise Michaels | | Laurie - the latest cover story on Newsweek this week is about purveyors of goods for the rich trying to find a way to make the shopping experience (and the merchandise) even more exclusive for the really rich. I mean after all, now that EVERYONE owns a Louis Vuitton bag and Georgio Armani suits - what do the really rich have for themselves? *pout*
(I'm being facetious here - with tongue in cheek.)
But if you can find a way to tie in with that trend...
Also, didn't Nicole Richie (galpal to Paris Hilton) put out a reward for thousands of dollars to find her dog? Was it ever found? Is there a way you could tie in with that story?
All the best,
Denise Michaels
Author, "Testosterone-Free Marketing"Private Reply to Denise Michaels | | Aug 27, 2005 5:53 pm | | re: Is There A News Angle In My Product? Help w/ Press Release | # |
Cathy Goodwin | | Agreed - the PR company did a great professional job. My only quibble: Did you want to emphasize the mommy-and-me in this release, or just go for the general "people spend money on dogs" theme?
The mommy-and-me theme seems more unusual, if there's enough of a market. You could always write a second press release.
I would recommend subscribing to Joan Stewart's Publicity Hound ezine. She sometimes posts PR questions and challenges her readers to come up with solutions. And she's a great source of tips for small biz owners seeking low-cost publicity. I have no connection with Joan beyond subscribing - I don't think she even has an affiliate program.
Articles would work to drive traffic to your site and help you gain good search engine position.
And I assumed you visiited Ryze's network, Its a Dog's Life?
Private Reply to Cathy Goodwin | | Aug 27, 2005 11:07 pm | | re: re: Is There A News Angle In My Product? Help w/ Press Release | # | 
Laura Ruiz | | Out of curiosity, what did the PR firm charge for writing this piece on you? You mention that you answered a 6-page questionnaire as well. It would be fascinating to see what sorts of questions they asked.
All the best,
Laura Ruiz
www.YourBusyBee.com
Professional Design & Virtual Assistant Services
"Virtually Everywhere" Private Reply to Laura Ruiz | | Aug 28, 2005 1:19 am | | re: re: Is There A News Angle In My Product? Help w/ Press Release | # |
TheRelief | | Laurie,
I think they did a fabulous job. The whole "mommy-and-me" angle is most likely based on demographic info they researched or that you provided in your questionnaire (or both). They wanted to make the article speak directly to those who will be buying your product while at the same time making it a fun, newsworthy human interest piece.
They wove it all together expertly, in my qualified opinion.
Danielle Keister
The Relief - Virtual Assistance, Print Media & Web Design
http://www.therelief.com
Private Reply to TheRelief | | |
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