The very first job I had in the design world was writing press releases for a small public relations firm in Brooklyn. It was the job that taught me how to interact with press, how best to present a new product or company and — more importantly — how NOT to do all those things. I think about that job a lot these days when I both receive and send requests related to press. To cut straight to the chase: I’m consistently shocked and saddened to see how much time and money independent designers and companies put into sending or giving away free product, thinking that it’s required for great coverage. So I want to break down that idea and talk about when it’s the right time to send a free sample, lend a product or turn down a request that isn’t worth it. For me, sending too many free samples or products is the fastest way to run out of working capital, rather than create more of it. So I’m going to talk about how to identify the difference between when to give/lend/pass and what to send instead. xo, grace
FIRST THINGS FIRST
Do not ever send something to a shop or publication without the terms agreed upon in writing. Typically that means, in writing, that they agree to return the product when they’re finished with it (reviewing, photographing, etc.) and that they will return it in sellable condition.
If they will not agree to these terms, proceed with caution. And, without a doubt, INSURE WHAT YOU SEND. Especially if you’re sending jewelry or furniture with a high price tag, you need to insure for the full amount in case of damage or “loss” by the other company.
WHEN TO SEND AND LEND FREE SAMPLES/PRODUCTS
Over the past 5-6 years, I’ve heard from an overwhelming amount of smaller-scale makers that they’re being blackmailed into sending writers/bloggers/shops free merchandise in “exchange” for possible coverage or inclusion in their company. So let’s put this to rest up front: no reputable business will demand free goods in exchange for coverage.
Does that mean a reputable business might request it? Yes. But if you say no, that should not mean a threat of blackmail, telling other people or “banning” for life. I’ve heard of all of these threats being lobbed at different makers and it quite simply breaks my heart. Let’s put it this way — you don’t want to be in business with any blog, magazine or shop that threatens your livelihood or reputation because YOU’RE trying to protect it.
So, when DO you send free samples? Here are a few reasons that it can be a good idea:
1. Press with a written promise of return: All press outlets should be able to return goods they request for testing/reviewing or photography. (I’ve got enough experience to know that even the best magazines and companies “lose” products every now and then, so if you send something, be sure you have it insured and, if not, that you’re financially solvent enough to eat the loss of that product if it does go missing.) *Note: not all press outlets will pay for your shipping in either direction. In my experience, it’s best to send things with a pre-addressed and paid envelope that people can easily drop back in the mail. If it’s local, consider sending a messenger to pick it back up so you make sure it’s received.
2. Competition or juried group: Some juried groups that are of high value and high press possibility (ie: Martha’s American Made) may require a sample from your line that cannot be returned. That lack of return is usually due to the high volume of submissions and the company being unable to return say, 10,000 separate packages they receive. It’s up to you to decide if this loss is worth it, so if you do enter these competitions, make sure the reward is worth the product loss.
3. High Value or High Press Client: For me, this applies way more to clothing and jewelry than it does furniture (because those tend to be photographed out in the world more often), but if you have access to a celebrity or well-known person who would like to wear/try your goods and they’ll be photographed using them, that is typically worth the cost. However, that “high value” is something to think about in terms of a number of factors. Most of us don’t have access to the types of celebrities we see on TV and in magazines, but if you know someone who has millions of internet followers, that can be valuable, too. *Note: this should be a one-time or occasional freebie, not a license for permanent free goods. The irony of celebrities getting free things is that they often are the people with enough money to buy whatever they want, but they’re always handed free things. But, all that aside, it’s undeniable that having someone with a huge (think millions or hundreds of thousands, not just hundreds) following wear/use/promote your product can make a big impact.
4. Product Giveaways: Giveaways are rampant online these days, and they happen in print regularly, too. But proceed with caution and be sure to get proven metrics and success stories before agreeing to them. Because giveaways are so prevalent online, they don’t always have the same effect that they used to. So if someone asks for a free product to give away, make sure you know their traffic numbers, how your work/company will be promoted, if it will be shared on social media channels and how the shipping/goods will be handled (ie: are you expected to drop ship it yourself? Are you expected to ship things out of the country?). If the giveaway sounds worth it, go for it. But do not feel pressured into giving something away in exchange for coverage. That’s not required and unless the publication is entirely themed to giveaways, it shouldn’t have any connection to balanced editorial coverage.
5. Set Design: Having your work featured in a television, ad or film set design can be a huge boost of exposure, and if you have the chance to do so, it’s often worth the cost of free goods. But, keep in mind that the program/film/ad will not be identifying or crediting your work on-air. It will be up to you to request official (approved by the network, etc.) images and logos you can use on your own site and social channels to promote your inclusion in the set design. This was a big deal back in the early days of The Real World and I remember a few companies that got a ton of exposure for having their furniture and bedding on the show, but it was up to them to get stills from the show and permission from Viacom to use the MTV logo. So keep that in mind and don’t expect to receive your goods back — they may be lost, damaged or kept for years “in case” they work their way into a set design.
WHEN TO PASS
1. When someone is unwilling to meet your needs. Period: If you’re not comfortable with the terms of anyone’s request, you have the right to politely pass (more on how to do that below). It’s your business and your bottom line, so don’t let even the biggest publication pressure you into something you can’t afford — it’s not worth it in the long run.
*BLOGGERS: This goes for content, too! Do not be pressured into sharing any entire story or project from your blog for a for-profit magazine. They have budgets for writers and photography and shouldn’t expect to get your finished content for free.
2. When someone threatens you in any way: You do not want to be in business with anyone that threatens you for not giving them free things. I’ve heard of bloggers threatening to tell other “high profile” bloggers about someone not doing something for free and frankly, it’s a bunch of BS. I’ve never once heard of any blogger that I think most consider as “high profile” ever being “informed” of a maker refusing to give someone something for free. The vast majority of bloggers that work in our industry are reputable, kind and understand (and stand up for) the rights and financial concerns of the creative community. *Note: If this happens to you in any form (email, social media, etc.), take a screen grab or save a permanent version of the exchange. This could be valuable if, heaven forbid, you ever do need to pursue of case of libel, slander or defamation. It’s rarely worth your time to “out” someone, but if it is particularly nasty, you can report their business to the Better Business Bureau or other forums for your community. If you take that risk of discussing them publicly, be sure to provide or have evidence on hand (to protect yourself a libel suit in the other direction).
3. When someone promises press, but cannot give you a date/issue/detail for the coverage and will not agree to return the goods if the story is cut: Stories are cut and killed on a regular basis in the print world. It’s not a personal thing, it just happens. So be sure that if you’re sending or lending something for free in exchange for “guaranteed” coverage, that guarantee is not always something they can promise. If the story is cut, you’ll want to make sure there’s a promise to either return the goods, or promote your product on the company’s blog/social media channels instead.
4. When a company that’s known for copying other products or being untrustworthy requests a free sample with no meeting or order for goods included: We all know the companies out there that have a reputation for copying indie designers’ goods, so it’s best to avoid sending out free samples of your line to any store that might be able to copy them and return them. If you DO send them, FIRST make them sign a document that says they’re requesting and receiving this and acknowledge that this design is your own. *Note: it’s worth working with a lawyer or pro-bono arts service to have this drafted up so you can use it again and again for retail pitches/requests. Make sure it says that “Property, Designs or Pitch Materials” are confidential and/or proprietary.
HOW TO PASS POLITELY
More often than not, it’s good to have a great canned email that helps you politely pass on offers that don’t meet your needs. I use Gmail’s “Canned Responses” app in the Labs section of Gmail (more on that here) to save emails that I find myself sending a lot (like telling magazines that the original content we pay people to create here cannot be reprinted in full for free).
Keep in mind, before you hit “send,” that these emails can often be a jumping-off point for negotiations. If a huge magazine wants a free sample and you’re willing to risk it, you can ask for or request that they pay for shipping. Or if they want four samples, you can offer to send one (or whatever you’re comfortable with). If someone promises a post in exchange for free product, you’re allowed to request the post in addition to social media mentions or require a certain phrasing or @reply account.
Here are some templates to work with and customize for passing politely:
For Press:
Thank you so much for your interest in featuring [Your company name or line] in [name of their publication]. I’d be happy to talk about sending over [name of product], but our company policy is to require all samples be returned [you can add a time limit here if you want, like “within 30 days”]. Our budget unfortunately doesn’t allow for product loss or free samples. I hope this won’t effect our potential coverage in [name of their publication] and we look forward to speaking with you about this opportunity.
For Retail:
Thank you for your interest in carrying [your company name or line] at [their shop name]. I would be happy to talk about sending over [insert product name] a sample for consideration, but we require that all samples be returned [insert time period]. Unfortunately, we cannot afford to give away free product at this point, but we can offer you a [enter percentage amount, ie: 50%] discount on your sample order if you’d like to order more to review. We look forward to speaking with you.
When in doubt, remember to trust your gut. If you feel pressured and uncomfortable giving someone your work and products that you poured your heart (and savings) into, don’t do it. If you’re producing great work, there will ALWAYS be another opportunity. Think about how many articles, blogs and magazines end up covering the same topics or posting/carrying the same thing — that’s because there’s never just one opportunity to get exposure. Press and retail will follow great work wherever it goes, so stand strong and stay true to your work, your bottom line and your instincts.
via Design*Sponge http://ift.tt/1ENR8ET From Grace Bonney
