In this episode I’ll be sharing one of our simplest and most-used tactics for getting our clients to talk about us to media and influencers: novelty.
Big corporations are frequently really good at novelty. But what is novelty? What does the word “novel” even mean?
Under “novel” in Webster’s Dictionary it says:
new and not resembling something formerly known or used
original or striking especially in conception or style
Being other than the former or old.
Having been in a relationship or condition but a short time.
Beginning as the resumption or repetition of a previous act or thing.
Made or become fresh.
Different from one of the same category that has existed previously. Of dissimilar origin and usually of superior quality.
Modern.
SYNONYMS
novel adjective
new, original, fresh, etc.
Fashion is the perfect example of an industry that’s constantly reinventing itself and borrowing from the past to show consumers what will become new again, but really not so new when you know your fashion history.
This means your products are “novel” for customers who aren’t familiar with them. That’s also true when you’re developing new markets.
At NATA PR, we’re experts at getting the word out about new brands on the US and Canadian markets. Here’s the kind of thing we highlight for them:
- the brand’s first store in a new market
- this brand’s great classics available at last to a new market, etc.
- I have employees 30 years younger than me who are just discovering non-stretch denim… yep, those good old blue jeans that made us suffer so. For them it’s cool, very new and on-trend!
To grab the attention of reporters and influencers who are interested in consumer products—beauty, fashion, cars and food—very often all you have to do is be new.
If you’re a new business, everything you’re going to put on the market in the first few years will be new and worthy of mention for that reason alone.
Another example of reinvention is the beauty brand Tata Harper. A few years ago, the founder, whom the company is named for, knew she couldn’t be the only one looking for 100% natural skincare products. So even though many of these products weren’t new, her company was. She didn’t hesitate to tell her story and share her new products with reporters and the media.
In just a few years, Tata Harper created a real movement around her brand. She could sense the tide was turning for her craft, and she sailed with it—long before the big beauty groups managed to bring their massive ships about and get them on the 100% natural course. Thanks to her agility as a small new company, she dug into her corner of the market at the start of 2010, and today her sales are close to $70 million, according to WWD.
Same for Tata Harper, one of the founding mothers of the movement in 2010. “… without so much as a drop of chemicals.” Meaning: GMOs, toxins, fillers, artificial colours, artificial fragrances, or synthetic products. Recognized as one of the most premium Clean Beauty products, Tata Harper’s revenues are now close to $68 million (source: WWD). Premium Beauty News
Do you see how powerful novelty can be when you talk about it in a press release, which is then circulated among reporters and influencers?
So, what qualifies as new in your company today, that a public relations campaign could put front and centre?
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