Do you ever wonder why some products seem to be in the news all the time and yours doesn’t? There’s a reason for that.
If you live near a Costco store, you’ll soon start hearing a product called BioGuard® mentioned in the news. Our publicists have been on the phone persuading reporters and producers to do stories about the key ingredient in BioGuard®, BLIS-K12, and as usual, they are making excellent progress.
It’s not an accident when the media does stories that help brand an ingredient such as BLIS-K12; it’s because marketers such as those at Frutarom, the company that markets BLIS-K12, see the publicity promotional channel as a great way to educate customers and boost sales.
Here are the components of the story that will be popping up around the country: In our mouths, there is a naturally-occurring health-promoting bacteria called Streptococcus salivarious. A small percentage of people are lucky enough to have a much more potent strain of this beneficial bacteria. These fortunate people tend to have better immune function than the rest of us and barely ever suffer from strep throat and other ear, nose and throat infections. After more than 30 years of clinical studies, researchers have managed to isolate this potent strain and turn it into a probiotic, BLIS-K12, which can be found in a long list of products including BioGuard®, which as I’ve said is available at Costco. This is the first time that an immune-boosting probiotic for the mouth is available to the public. Another benefit of BLIS-K12 is that it also helps fight bad breath by balancing out the bacteria in the mouth, naturally helping to eliminate the halitosis-causing germs while leaving room for the good bacteria to thrive.
One of the reasons why the media is such a good branding tool is because it educates. Reporters are professional communicators who are exceptional at helping the public understand how a product such as Frutarom’s BLIS-K12 ingredient works. The audience gets the message in a very non-threatening, non-commercial way: remember that this is publicity, not paid advertising. Each trusted reporter or newscaster tells the story in their own words, and that’s where the real selling power of publicity comes from.
Now imagine if I was talking about your company in this letter. What if it 2011 was the year your product began popping up in news stories around the country? If you want to follow the lead of Frutarom and the hundreds of other companies that have hired us to see that their product appears in the news, give us a call. Unlike other PR firms, we specialize in product news coverage, and we sell it by the story, not by the hour. You only pay for results, not attempts. We have a 20-year track record of successfully arranging hundreds of thousands of product stories. Let some of those stories feature your product.
