Recently, Sharon, Purple Lab's intrepid PR Director, and did a three day nonstop stint of "desk sides," which are one-on-one meetings with magazine editors at their desks.
The beauty editors - all editors, really - are inundated with event invitations, appointments, and deadlines. When you go to them, it helps make their lives easier.
It's not easy to get their attention and PR is really all about relationships at the end of the day. Lucky for Purple Lab, people love Sharon!
Normally, brands don't sent invitations or evites for desk sides, but we wanted to do something more official. It looks professional. We would have loved to have had paper invitations but funding would not allow. So a cute evite was sent and appointments were booked!
It's important to be sitting down with editors in this way because they will reall understand the product and the brand, much moreso than by a press release and just blindly sending products. We wound up with close to 30 meetings in three days. A major feat and Todd, my husband and business partner, was our driver (there's no way we could have managed cabs with so many products and boxes in our hands as we jetted from neighborhood to neighborhood).
For each meeting, we brought the products, information (fact sheets) on them and a delisch lip-shaped cookie with our logo in icing, thanks to Crystal of Tasty Morsels Bakery, who whips up the most delicious custom cookies.
This is Sharon, getting the packages together.
We spent a few hours packing up the Purple Lab branded boxes, arranged with hot pink tissue paper and our products, so we don't have to scramble last minute to set it all up (cookies, not included - those will be picked up the day of so they're fresh).
You have to understand how our stock is arranged. It is basically piles of clearly labeled packing boxes, lids open with color names and product names on the lids. And they all sit atop of a mirrored platform that is part of a piece of art (the sculpture that is meant to be placed on the mirror is not in our possession yet and when it is, I have NO IDEA what we'll do with the stock!).
Anyway, back to desk sides. They're really vital right now. The last time I saw editors was when I had nothing but Huge Lips Skinny Hips to show. They likely think of Purple Lab as a one product brand and now I can show how we're expanding (fingers crossed, we'll have lab samples of Pearlesque Show, available in April on HSN).
Next time, I'll fill you in on how they went!
Purple Lab Creatrix