It’s 2024 and every brand knows the importance of a strong social media presence to boost sales and build engagement with their target audience. To stand out, brands are constantly, creating engaging content; presenting themselves as retable and authentic.
But people tend to relate to and trust an actual person they interact with daily more than brands. This significantly influences people’s buying decisions too. Over 62% of consumers say they research a brand after seeing their favorite influencer promoting them.
So how do you reach out to these influencers and inspire them to promote your brand? One of the best methods that many digital marketers use is PR packaging. In this blog you will find everything about PR Packaging, and how to create Instagram-worthy PR packaging for your business.
What is a PR Package?
What does a PR package mean? PR stands for public relations. Yes, that’s right. It has all to do with creating a better relationship with the public (in this case brand’s target audience) through an influential personality who resonates with your target audience.
Now PR package is a box that businesses/brands create and send to a particular influencer to promote their products online. This is a growing form of marketing strategy that takes advantage of influencers to promote a business. More than 78% of digital marketers vouch for PR marketing and believe it is one of the most successful forms of marketing in 2024 and beyond.
Keep in mind it’s not the same as paid promotions. They are strategic promotional gifts you send to influencers working in the same niche as your brand and asking them for an authentic review of your product. Moreover, it’s up to the influencer whether they promote it on their social media or not.
If influencers choose to feature your products, they might share unboxing videos, create content about your brand, and showcase your products on their social media platforms. You might have seen YouTube shorts, TikTok videos, and Instagram reels unboxing brand packages, featuring brands and sharing their experience using brands’ products. That’s what a PR packaging is.
Benefits of Creating A PR Package For Your Businesses
Now that we cleared what is a PR package let’s discuss PR Package benefits for a brand/business.
Best Way to Reach a Wider Audience
Sending a PR package to an influencer will help you reach more audiences instantly than you could ever reach with paid ads on social media. Social media is all about consumers. They follow people who align with their values, dreams they are chasing, and someone they can relate to.
By sending PR boxes to an influencer sharing similar content that your business sells you are reaching thousands of people who are interested in similar niches. That’s why a PR package is the best and most affordable way to reach a large audience.
Helps You Create Brand Awareness
Over 62% of people say they research a brand after watching their unboxing videos or an influencer promoting it. That’s why a PR package should be your go-to option for creating brand awareness. It also helps businesses reach out to customers who may have never heard about your business.
Get Organic Traffic
As we already discussed PR unboxing entices the audience to research a brand; meaning you get organic traffic to your website and social media channels. This helps increase your social media followers, and email subscriber list and make people engage with your brand online.
Boost Sales
Ok, creating brand awareness is one thing but how does influencer marketing increase sales? Well, your target audience trusts their favorite influencer more than they trust a brand. Over 69% of people say they buy a product online after a friend, family member, or influencer (they follow) recommends it. That means big bucks for businesses taking advantage of influencer marketing to promote their products online.
You Get Unbiased Product Reviews
Every business needs to showcase its product reviews to potential customers. But no website reviews are as effective as a famous influencer reviewing your product. It increases audience trust in your brand. You can add influencer review videos, journalist quotes about your product on your website, and social media channels.
Step By Step Guide On Creating A PR Package
It is finally time to discuss how to create an Instagram-worthy PR Unboxing package. Here are the key steps to follow when creating a PR box:
Define the Campaign Goals
This is an important part of your influencer marketing campaign. Jot down your goals and what you want to achieve with your PR package campaign. Maybe you want to
- reach new audience
- thrill your warm audience about a new product launch
- get engagement on your social media platform
- increase your organic reach on your website and enhance sales.
Defining these goals will help you easily measure the campaign’s success rate. It also helps you determine whether it’s driving for your business.
Make a PR list
Once you have clear PR marketing goals next step is selecting the influencer for your campaign. Social media platforms are filled with influencers. But you can’t randomly choose an influencer and hope you get visible results with your PR marketing strategy.
Go with influencers who ideally have an audience you are targeting; people who talk about the same niche content. We will deep dive into this topic later in the blog, so keep reading.
What Product to Include in Your PR Package
So you have clear goals as well as researched the influencer you want to send the PR package. What’s next? Deciding what to include in your PR package. Businesses sell many products even in a particular industry. But you can’t send all of your products to an influencer. That will cost more than the potential results you get.
Plus, your PR list will be overwhelmed too. And maybe not review your products on their social media. That’s why select 2 to 3 products maybe the one which stock you want to sell more in the upcoming month, or the products that go with the current season time.
Customize Your Package
For people, experience matters. No matter how good your products are if influencers don’t see you put effort and be thoughtful with your packaging they might not review your products with enthusiasm.
This is also important because with unboxing videos thousands of potential customers also see your product packaging. So to create an aesthetic about your brand and make it eye-catching you should consider customized packaging. You can add branding elements, logos, and colors to your packaging to make it more appealing.
Add a Brand Media Kit
Always add a brand media kit to your PR box. What’s a brand media kit you ask? Well, it is a note, brochure, or card you add to your PR package informing influencers about your company.
You can also add your company story in a customized card which they can read in their product unboxing video. You can also include instructions about your product, what it is, how it’s made, and how to use it. This will keep reminding influencers about your business and make them talk more about it in unboxing videos.
Send a Note with Package Tracking Details
Informing influencers, with a simple email, or message, about your product transit keeps them updated. This also helps them track when they will receive the parcel. This is essential for smother delivery. So they can plan their days around the delivery schedules and be home when the parcel is on the route.
Follow Up with Influencer
Once the parcel is delivered, how about a follow-up after a week or two? It will make them feel special that you care about them reviewing your product the most. And, if they have kept the parcel in a corner and forgot about it this will remind them to review and post your product on their social media.
How to Wow/Impress Influencers with Your PR Package
Whether you are sending PR to a micro, macro, or an influencer with millions of followers you are not the only one reaching out to them. So how can you create a visually appealing PR package to get better unboxing reviews? Here are some tips that can help you achieve that.
Research the Influencer
As we already mentioned influencers receive many PR boxes each week. So make your PR package stand out. When your PR list is finalized. Go through the influencer’s social media handles. See what colors they like, maybe you also find their favorite perfume name or their favorite pet name. There you can find some details that you can use to personalize your packaging to make it stand out.
Personalize Your PR Package
Once you have some information about each influencer use them in your packaging. You can still use your brand color palette in packaging but adding a touch of content creator’s preferences would stand out your PR package. Instead of using vague cardboard boxes, get them custom-made packaging with recipients’ favorite colors and add a label with their names.
For interiors, your product should be organized and put in place in a custom-made PR box. You can also lightly scent the interior packaging with a subtle, pleasant fragrance. So that when the package is opened items feel fresh and air if filled with pleasant scent. You can also add tissue on the top of the product to add another layer of luxury. If your brand is more funky type, instead of tissues use colorful paper or plastic.
Make Your Packaging Appealing
You can make your PR package more appealing by adding handwritten notes with appreciation for the influencer or their work. Or, any post that you liked the most. This will make them feel seen and that you care about them rather than just wanting some publicity for your brand.
When adding media kits, use high-quality paper, you can also make them colorful using your brand colors.
When to Include PR Packaging in Your Marketing Campaign?
By now, you know the importance of a PR package for your business. But can you send them at any time? Should a PR package be part of your marketing campaign all year round? Well, it depends on your business.
If you sell fitness equipment or supplements the best time to send a PR package is a few months before New Year and just after the New Year. As that is a resolution period, people are making new amendments to start their new year fresh and with healthy habits. This timing increases the likelihood of influencers sharing your products at a time when their followers are most interested.
For a clothing, skincare, or beauty brand, focus on seasons. Although you can send packages all year round, make them more suited based on the season in your target audience country. For example, a skincare brand should focus on sending PR packages with sunscreens and other related products people use in summer times. This will increase the chances of your product being featured on influencer pages.
Moreover, you can also include PR packages in your marketing campaign based on events, occasions, and cultural celebrations like Easter time, Christmas, Halloween, or even the Olympics. But you should only promote your product on the occasion/event that resonates with your brand/business. For example, a sportswear brand might benefit more from sending PR packages around athletic events like the Olympics or the start of major sports seasons.
How to Find Influencers for Your Business
While social media platforms are saturated with influencers, finding one that aligns perfectly with your brand can be challenging. Here are some of the ways you can find influencers:
Use Software to Find Influencers
With the influencer marketing industry reaching over 24 billion in 2024. Many developers have created software with the sole purpose of finding influencers. You can use them to find influential people in any niche. Some of the tools are BuzzSumo, Upfluence, and HypeAuditorame.
Common steps while using these tools include: adding your business name, the industry your product or service is about, and some common keywords specific to your industry. Within seconds, you will get a list of potential influencers for your businesses. It is important to choose a tool that best suits your budget and is easy to use for you.
A free alternative to find influencers is using hashtags. This works best if you want to promote your product on Instagram and X (Twitter). Influencers use hashtags in their posts to reach out to more people in their niche. So when you search similar hashtags you will find people with a big following in your niche.
Let’s suppose you sell handmade jewelry. Just go to the Instagram search bar and type #handmade or #customjewelry. This will list out people who wear such items, or those who are fond of such jewelry. And those are the people who have an audience that also lists similar items. Hence, your perfect influencer to promote handmade jewelry.
Google can help you find Instagramers, bloggers, and vloggers who review similar products to your industry. Go to Google and in the search bar type best (your keyword; the product you sell) or (product name) review.
This will pop up people who have reviewed similar products as you sell. You can then research their social media and decide whom you want to send your PR package to.
PR Agencies
If you have a big budget for your PR campaign. One of the best ways to find influencers to promote your product is by hiring a PR agency. Such agencies already have PR lists for various niches.
This saves you the time and hassle of making lists, reaching out to influencers, and sending them PR boxes. A PR agency will handle all for you. But remember, it’s not a cheap option.
Pros and Cons of PR Packaging
Pros
- They are an excellent way to reach out to new audience
- Best for creating brand awareness and increasing new product hype on social media
- A cost-effective and affordable form of social media marketing
Cons:
- Influencers are not legally bound to give good reviews of your products
- No certainty of getting a sales
Best PR Package Examples Of 2024
Below we have discussed some of the best PR package examples for your better understanding.
Sezane
Sezane is a famous French fashion brand known for its sustainable vintage-themed clothing and accessories. Their PR packages are made from eco-friendly material mostly the packages are recyclable. Influencers find their PR packages aesthetically created incorporating French chic elements using soft colors from their brand color palette.
Pixi
Pixi is a renowned skincare and beauty brand known for its natural ingredients and cruelty-free products. Their packages are popular and noteworthy because of their Instagram-worthy presentations. They use custom packages that reflect their brand’s green and pastel color palette.
Beautycon
Beautycon is a digital media company focused on beauty, lifestyle, and fashion. The company is known for its events that bring together beauty and lifestyle influencers, brands, and fans. Their PR packages are no different. They send their influencers PR packages with exclusive limited edition or pre-launch products. Their package aligns with company mottos often using bold, bright, and colorful packaging. Usually, they send a mix of beauty products from various brands they collaborate with within their PR packages.
Chamberlain Coffee
Chamberlain Coffee is a coffee brand founded by influencer Emma Chamberlain. It sells various types of coffee blends, coffee bags, and coffee-related merchandise. The brand’s PR packages come with their best-selling coffee blends, and branded merchandise like tote bags, mugs, etc. If we talk about their packaging; it gives a youthful vibe. They use vibrant packaging colors that align with their brand.
Gymshark
Gymshark is a fitness apparel and accessories brand. Its PR packages are designed to be useful to influencers. They often include their new collection of leggings, sports bras, or hoodies in the PR packaging with gym accessories like water bottles, resistant bands, or gym towels.
Gymshark personalizes its PR package sending influencers size apparel with accessories they usually use in their workout videos. The packaging itself is sleek and minimalist often using eco-friendly packaging materials to align with its commitment to reducing environmental impact.
Conclusion
So there you have it. Everything you need to know for creating a successful Instagram-worthy PR package. Now you know what it takes to create PR packages, how to design them for your business and make them a successful campaign.
If you are looking to buy custom PR packages ReanPackaging is here to help. You will get everything from labels, to colorfully designed PR packages boxes at a wholesale rate. Contact ReanPackaging today to create an exclusive PR package for your brand.
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