Hot Picks’ success at 7-Eleven caused me to ask, “Where else?” Why would I stop there? Help came from an unexpected, and I think, often under-utilized source: the press. The media is hugely powerful. Here’s how a single press release inspired new potential distributors to contact ME.
After the initial positive reaction at local 7-Elevens, I wrote and sent a press release to our local paper, the Modesto Bee. A small article was written in the business section shortly thereafter, detailing the basic events.
I’m under the impression that freelance journalists are able to use a tool that allows them to pick up articles that use specific key words. It’s really the only explanation I can come by for what happened next. A woman from Convenience Store News contacted me, asking for an interview. Sure thing!
If I’ve learned one thing about the media, it’s that every story must have an angle. A hook. Something personal, something funny, something tragic. An element that makes the story interesting. It seems obvious, but maybe it’s not. Most of your stories are interesting – sell them! It pays to be honest. And so I told her the story I’ve just written for you. How I hung my tail between my legs and expected the worst, how I received help from the local field representative. And sure enough, she used those details in her article, which focused on the theme of “switching it up”.
She advised convenience stores to switch up their product line, that there was a benefit in injecting something fresh or different or unexpected into their distribution. One of the products she recommended was Hot Picks. It wasn’t long after the article hit that the phone started ringing.
“Convenience Store News” is popular in its own specific industry. I received calls from distributors who had read the article and were curious about the picks. That little story created a huge response! I now work with about four of the distributors that contacted us from the story. And these convenience store distributors have even further connections – they’ve opened up the door to sell in other markets, such as drug and grocery stores. They’re helping to push our product.
We’re currently running new tests in Blockbuster. Because it’s obviously not a convenience stores, we need to retest if it is a good fit for Hot Picks. But we’re there. And that’s exciting. And has definitely been made possible by a single, small press release. The media has the power to help you in ways you might never even imagine – use it!