PR packages are a powerful tool for presenting your products and building your brand image in front of a broad audience. Unlike traditional marketing tactics, PR campaigns can be more cost-effective. This strategy involves directly introducing people to your products through influencers. Influencers often have thousands or even millions of followers on social platforms. When a company sends a PR package to an influencer, the influencer may create product reviews, comparisons, and unboxing videos that engage and attract customers. Reports have shown that over 80% of consumers are influenced to purchase products based on such content.
In recent years, brands have increasingly adopted this marketing tactic, packaging their products in high-end boxes to capture attention with premium offerings.
In this article, we will delve into the core of PR packages, offer tips and design ideas for creating effective PR packages for influencers, and explore the benefits of this marketing strategy.
What is the Meaning of a PR Package?
PR stands for Public Relations. A PR package is a collection of items such as boxes, cards, gifts, or product samples that brands send to social media influencers. The brand customizes and personalizes these packages to create a unique and memorable experience.
What is the Meaning of PR Boxes?
PR packages are also known by other names, such as PR Boxes, Influencer Boxes, or PR Kits. These packages can include thank-you notes, discount codes, and other information influencers can share with their audience. They encompass all types of promotional materials and formats.
Why Do Brands Send PR Packages to Influencers?
Brands primarily send PR packages to influencers to increase brand awareness and boost sales. By sending promotional gifts to influencers with large followings on various platforms, brands can reach a wider audience and generate more interest in their products.
How to Choose PR Packages for Influencers
If your brand wants to collaborate with influencers, it’s crucial to understand the critical elements of effective PR package design. This includes developing unique packaging ideas and best practices that resonate with influencers and followers. Some steps should be considered when pitching influencers for the campaign:
- Create a PR List
- Pick an Influencer with a Strong Following
- Communicate with the Influencer
- Craft a Personalized and Engaging PR Package
- Add PR Components
- Appreciate the Influencer
Create a PR List
PR list is a brand’s contact list that includes influencers and social media personalities with a large following. These individuals can help you publicize your products to a broad audience. The PR list is important because it allows you to shortlist the most suitable influencers for your campaign. It is a crucial component of a brand’s marketing efforts.
Pick an Influencer with a Strong Following
Make sure to choose well-known influencers with a high number of engaged followers. Additionally, ensure that the influencers you select are aligned with your brand and are likely to provide a PR review of the products you are presenting.
Communicate with the Influencer
Communicate or approach the influencer with a positive attitude. Present your best product for discussion with them. Leaving a good first impression on the influencer can lead to more effective product promotion among their audience.
Craft a Personalized and Engaging PR Package
PR packages should be engaging and contain valuable products. You can also include a personal thank-you note and promotional cards with discount codes so customers can receive a discount using those codes.
Add PR Components
Add PR components such as sample items, informational cards, promotional cards, attractive packaging inserts, and other decorative elements to ensure influencers receive all the necessary information about the product. Include discount codes in your PR boxes, such as scratch cards, unique name codes, or QR codes for scanning. Codes incorporating an influencer’s name and digits are particularly trendy, as they promote the influencer’s ID and provide an overview using their well-known names.
Appreciate the Influencer
Develop a strategy and plan for showing appreciation to an influencer. This can include sending a thank-you note or creating a promotional thank-you video. After the influencer has produced promotional content for your products, express your gratitude for their work with a thoughtful gesture. Adding a thank-you note or a personalized video shows your appreciation and respect.
When to send a PR Package to Influencers?
To understand when to send a PR package, it’s vital to recognize specific occasions:
Product Launch
Occasionally, a product launch event is only sometimes necessary. You can use PR packages as an organic and authentic way to introduce the product to a broader audience.
Seasonal Events
Many companies host seasonal or charity events throughout the year. PR packages can be used to invite influencers or social media experts to participate in these events.
Announcing New Collaborations
When announcing a new partnership or collaboration with other companies, sending PR packages is a great way to showcase hints and build excitement.
Celebrating Brand Anniversaries and Milestones
PR boxes can be an effective way to share your brand’s journey and celebrate with your community. Customize the packages to mark anniversaries and achievements, reflecting the milestone’s significance.
Advantages of PR Packages
PR packages can include various items, such as beauty products, cosmetics, stationery, perfumes, clothes, makeup products, food items, jewelry, sunglasses, and more. These packages are sent to influencers who can help draw a larger audience. It may benefit both the brand and the influencers.
Benefits for Brands
For brands, sending PR packages to influencers is a smart way to reach more people.
Strong Relationship with the Public
Building a solid relationship with your audience through PR packaging is crucial. Regularly sending PR packages to different influencers makes them feel part of your company. This consistent engagement can help you capture the attention of a wider audience due to multiple collaborations with influencers.
Authentic Product Reviews
Brands need authentic and organic product reviews. Sending PR packages to influencers can help you gain valuable feedback. Positive reviews from influencers can be quoted on your website, showcasing to potential customers how good your products are.
Extensive Marketing of Your Product
PR packages can significantly influence potential customers. When social media influencers share their experiences, their followers see these posts and often spread the word to their own friends and followers. Your products’ reach may increase as a result. This effect is potent if the products offer features that resonate with the audience.
Setting Yourself Apart from Others
PR packaging offers a unique approach to traditional influencer marketing, where influencers are paid to promote products. By introducing and applying PR packaging, you can differentiate your brand and stand out in the crowded market.
Benefits for Influencers
PR packages serve multiple objectives, aiming to promote the brand and establish a strong connection with influencers. For influencers, getting a well-designed PR package is exciting and gives them great content to share with their audience. It also lets them try the brand’s products, allowing for honest and informed reviews. Plus, PR packages often include exclusive or limited-edition items, making influencers feel special and giving them something unique to share with their followers.
How to Create Effective PR Packages?
You need to think before sending and shipping PR packages to influencers. Make an effort to present your products creatively and thoughtfully. It’s the only way to capture their attention.
Selecting the Best Products
Choose products that are in high demand and of high quality. Product samples are the most essential element in custom packaging boxes. The products should be unique and distinctive, providing the viewer and potential buyer with an exceptional experience. You must carefully consider which products to send, ensuring they are relevant to the influencers and their audience.
Target Audience Selection
You can’t just send any product to any influencer. Research to ensure the products you choose align with the influencer’s audience. This is where having a well-curated PR list becomes essential. Select influencers from the PR list who best fit your campaign.
Inform the Influencers First
Influencers only like receiving packages with prior notice. Influencers hate nothing more than businesses sending PR packages without notifying them first. Sometimes, they’re out of town, and no one can pick up deliveries. Even if they are there to receive packages, not all have enough space to store them. They may complain and even cancel the handling and receipt of the package. So, checking with them before shipping your boxes is better.
Guiding Influencers on Content
You can prepare talking points or a general speech for influencers to reference when promoting your products. However, it’s often better to give influencers the creative freedom to promote your products in a way that feels organic and authentic to their audience.
Tips for Creating Innovative and Engaging PR Boxes
When sending PR packages to influencers, make sure they are attractive enough to capture attention and make the influencers feel valued. Some ways to do this include:
- Customized Present Boxes or Bags
- Hidden Surprises and Discounts
- Handwritten Notes or Letters
- Thank You Notes
- Wrapping Paper
- Packaging Tapes
- Sustainable Boxes
- Labels and Stickers
Customized Present Boxes or Bags
Gift boxes are an excellent option to include in your PR packages. You can add cosmetic items, jewelry, ribbons, or any luxury products to the box. These bags and pouches should be innovatively designed and customized to create a unique experience for the recipient and to align with your brand image.
Hidden Surprises and Discounts
You can add hidden surprises to your PR packages, such as promo codes, discount vouchers, and coupons. These elements of surprise add excitement and encourage influencers to share their unboxing experience, generating curiosity among their followers.
Handwritten Notes or Letters
Handwritten notes or appreciation letters are always a workable strategy for connecting the brand with influencers and buyers. Instead of sending printed notes, handwritten notes show more effort to leave a good impression on clients.
Thank You Notes
Thank you notes are thoughtful gestures that can leave a heartfelt impression. They convey a meaningful message with kind words, thanking the buyer for their purchase or the influencer for receiving the PR package.
Wrapping Paper
You can choose attractive wrapping paper for your package boxes. Elegant and graceful wrapping paper, combined with ribbons and luxury boxes, adds a layer of beauty to your PR packages. Wrapping the products in printed paper will enhance the unboxing experience and make it even more exciting.
Packaging Tapes
Packaging tapes are available that can add a touch of attractiveness to beauty boxes or PR kits. Use these decorative tapes to seal your custom boxes, making them unique and memorable for buyers.
Sustainable Boxes
Incorporating sustainable packaging options aligns with consumer values and demonstrates your brand’s commitment to sustainability. Consider eco-friendly materials like recycled cardboard, biodegradable packaging, or plant-based inks.
Labels and Stickers
Company labels and customized stickers are other things that make a perfect PR Package box for influencers and customers. The vivid colours and inspirational quotations make the packaging more interesting.
Inspiration from PR Packages
Many brands send PR boxes to influencers, and you can take inspiration from them to set yourself apart from the competition. For instance:
- Gisou
- Glossier
Gisou
Gisou is a renowned hair and skincare brand. It is known for its sophisticated and high-end image. They send the best minimalist design PR packages to the influencers.
Glossier
Glossier is a beauty brand that positions itself as a fun and minimal skincare option. They send packages with a simple design that reflects their simplicity.
Conclusion
PR packages have elevated marketing to a new level of creativity. To enhance the packaging, you can incorporate thank-you notes, discount cards, promotional packaging boxes, wrapping papers, and vivid, sophisticated stickers. These packages increase brands’ recognition and help influencers gain more followers through captivating videos and review content. Therefore, businesses should send their unique and promoted products to influencers to achieve higher sales rates and attract more customers.
