Aftermarket After Hours
News, Commentary and Random Thoughts about the Automotive, Truck and RV Industries
Product Requests--How Should you Handle Them?
If your company offers one or more desirable products, you may be approached by a magazine editor or freelance writer that wants you to contribute product in exchange for editorial in their publication. This can be a great opportunity for your company, or it can turn into a disaster—the choice is usually up to you.
I’ve met a lot of people in the aftermarket who are reluctant to give product away because they’ve been “burned” in the past by someone who didn’t make good on their promise for editorial. Let me make one thing clear: Giving product away to a reputable magazine or editor is still the most inexpensive way to get editorial in a magazine that is read by your customers. And as I have told my clients many times in the past, editorial is far more powerful than any kind of advertising, because it comes from a knowledgeable, trusted source.
The key is having the right policies and procedures in place for product contributions that will ensure that both parties get what they want. The easiest and best way to do this is through a product request form of some kind that can be emailed to the interested party. This could be as simple as a few questions that you cut and paste into an email, or a PDF document that you have the editor complete and email back to you. The point is to have something in writing so that there are no misunderstandings.
If the person identifies himself as a “freelancer” or “contributor” to the magazine, first verify that the person and project is legitimate by contacting the magazine’s editor. Say something like, “I just got a call from Joe Smith who is requesting product for a project he’s working on for your magazine. I’m just checking in with you to make sure he’s for real before we move forward with his request.” Make sure the editor’s version of the story coincides with the contributor’s; i.e., the contributor may think the story will run four pages, but the editor’s intention may be to only run two pages.
The request form should contain the person’s name, title, the magazine they are working for/with and the nature and scope of the article. For example, are they using your product for an install article, a test, or a comparison? How many pages will the story run, and in what issue? These are important questions, because you’ll want to know how your product is being presented, and perhaps more importantly, if participating in the project is worthwhile.
How can you tell? Essentially, you have to perform a basic cost-benefit analysis—you have to determine if the cost of your product is worth the benefit of appearing in the magazine. If the editor is asking you for a $5,000 supercharger system, for example, and it’s going to be the subject of a four-page install article and test, it’s a good deal. If it’s going to be one component of a project and may get one paragraph and a couple of pictures, it’s probably not. There are some exceptions, of course, like which publication your product will appear in. For example, a half-page mention in Hot Rod magazine is much more valuable than four pages in a lesser-known publication, because it has a much bigger readership.
Last but not least (and this is important), invite the editor to contact you if he has any questions or problems, or if the product isn’t working as expected. You don’t want him writing about how your product doesn’t work simply because he didn’t install it or use it correctly. If possible, have one of your dealers install the product for him to ensure the job goes smoothly. It may cost more, but believe me, it’s worth it. I don’t believe in the old adage of “bad publicity is better than no publicity”. You may also request to see a draft of the article before it goes to press just to make sure it’s factually accurate—but don’t count on getting one. Some editors are more comfortable with this than others.
Having a completed product request form is important because it states in no uncertain terms what press you’ll be getting, and when, in exchange for the parts you’ve contributed. This establishes a deadline that the editor will feel committed to follow through on, and something you can refer to at a later date if the article doesn’t appear when promised. Just bear in mind that it’s common for an article to get “bumped” to the next issue for a variety of reasons, so don’t panic if the article was slated for the July issue and it’s not there. Simply contact the editor and ask when he has it scheduled.
Follow my advice, and you’ll get the publicity you want for very little cost—without ever getting burned again. Perhaps best of all, you’ll get a reputation for being easy to work with, and will more than likely be considered for future projects as well.
Comments
Posted by Angela Meek at 12/03/2008, 1:43pm