Whether a skin care retailer is adding a new product or going international, it usually makes an announcement. Press release templates are passé and in the modern age, the medium used to make the skin care retail announcement is as important as the message being conveyed. View company announcements as opportunities to generate buzz while reaching target audiences.
Popular clothing retailer J. Crew recently provided an example by debuting its fall collection on Pinterest a day before it mailed seasonal catalogs and posted the items on its company website. More than 60,000 people got an advance look and blogs covering industries ranging from fashion to technology commented on the move. Smart retailers know where their target audiences are and meet them in these locations, encouraging engagement.
To make the most of future announcements and the methods used to spread the news, skin care retailers should time the events wisely. After making sure that a product is ready for critiquing and use, they should select a platform that is effective for the announcement at hand. Reviewing what the competition is doing can provide inspiration but imitating strategies of competitors is not always effective or appropriate.
Social media has provided a number of new platforms for making corporate announcements. Facebook, Twitter, Instagram, Tumblr, Pinterest, and LinkedIn are among the most popular. If a demonstration is the best way to promote the new skin care product, consider creating a video and posting it on Vine, Instagram, or YouTube, linking it to the order page on the company website. For a brick-and-mortar retailer, an open house can get everyone talking and any skin care business can benefit from an in-person presentation at a tradeshow.
Creating an announcement that stands out requires creativity without going overboard. Include QR codes in direct mail and magazine advertisements, incorporating clues about the new product. Use intriguing wording in flyers and short promotional videos posted online, causing consumers to wonder what is coming. Think about what would cause you to share the information with others as a consumer and do it.
Using social media to disseminate hints about the new skin care retail product and giving exclusives to selected media outlets kick off the conversation. After these outlets have report on buzz generated by the announcement, issue a press release. At that time, add more details to a dedicated page on the company website and thank everyone who helped to distribute the message.