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Tag Archives: branding

HARO, or Help A Reporter Out, is a great resource for getting the message out about your product. Three times a day HARO emails a list of media opportunities, and the list recipients can choose to help out reporters in need and usually under tight deadline.

The reporters need help on stories with a variety of topics; some are personal interest, but a good many are about business as well, along with social media, recession hiring, et al. Look at each question and ask yourself how your product could impact that need, or how you could leverage the question to become a promotional effort for your brand. If the reporter uses you as a source, it will increase the long tail reach of your brand.

While in line at the Newflower Farmer’s Market (great prices!), I saw some hand wipes, individually packaged, for sale at .79 cents each. For hand wipes.

These wipes, made by Giovanni Cosmetics, are memorable not because of the ingredients – yet at almost a dollar a wipe, surely they are some quality wipes – they stood out because of branding. Each unit bore the tagline: “germ killing mini machines”.  How cool is that?  Those aren’t staid old dime a dozen wipes.  They are germ killing mini machines.

Not only is that fun to say and therefore sticky, the phrase is written in quotation marks, inviting someone to say it out loud.  I can just hear the kids: “Mom, do you have any germ killing mini machines in your purse?”

Zack Gonzales