“Sell’ this niche with effective public relations strategies
Lifestyle, beauty, fitness and health are some of the strongest markets that have emerged in recent years. More people are looking for ways to stay fit because of the rise in obesity and related diseases, which has popularized a wide range of health and fitness products. These include gyms, spas, diet supplements, and even cosmetic surgery clinics.
If you are selling similar products or trying to tap the same market, you can use this popularity to build a reputation and promote your product without spending a lot on advertising. There are several opportunities for publicity that guarantee a wider and more direct reach compared to traditional advertising methods. Here are some public relations (PR) ways you can use the health, beauty and lifestyle market to promote your business and gain clients.
Press releases and articles
Write about your product or service in relevant publications such as women’s magazines and health journals. The article can be a simple discussion of your product, or a how-to piece that briefly mentions your product. Different publications have different policies – some will run your article for free, others may charge for publishing, and others may not accept unsolicited contributions. Before sending out your piece, call the publication and ask how they prefer to accept press releases. This sends the message that you are a professional and are willing to comply with their editorial policies.
Talk shows
TV and radio talk shows have highly focused audiences, so promoting your product on them is a surefire way to reach your target market. Look up program listings and select a program that is relevant to your target market, preferably on a convenient time slot and on a station with decent ratings. Try to get in touch directly with the producers, as they are usually the ones who approve bookings. Tell them about your product or service, and make it clear why you think you can contribute to the show. Not all stations will approve you immediately; in fact, it’s unlikely you will get booked on your first try. Keep calling stations and building useful contacts to help increase your chances of getting booked.
Field promotion
If you’d like to reach your market directly, you can promote your product in places they are most likely to be in – spas, gyms, salons, or the health section of the supermarket. Simply place a stack of fliers on the gym reception table, or give out free samples at the aisle. Most establishments will charge a small fee to let you promote to their patrons.
Event sponsorship
You can also sponsor events relevant to your target market, such as fashion shows, marathons, or conferences. These events usually accept financial aid in exchange for promoting your products on site. In most cases, the amount you donate determines the extent and medium of promotion you’re allowed. They usually offer sponsorship packages, where different sets of media are offered at different prices. For example, major sponsors can advertise on a projection screen, while minor sponsors can only put up small posters and hand out fliers.
Conclusion
Like all business, the lifestyle, beauty, and fitness and health business needs to use PR strategies to ensure not only sales, but more importantly, longevity. Short-term advertising may put your product on the map for a while, but only sustained PR can generate longer-lasting customer relationships.