Supercollar: I’ve Had 200 Media Hits; Most Started With HARO!
“I had to make people aware that Supercollar existed.” says Jane Angelich, a serial entrepreneur and founder of Supercollar, a range of dog collars with built-in leashes.
“I don’t buy advertising – I just won’t do it,” Jane says. “A much better way to promote my product is to get somebody to write about it, not place an ad amongst 40 zillion others and expect that anyone pay attention.
Jane began publicizing Supercollar through HARO, the Publicity Alerts service from Vocus, in 2010. She was already a HARO user, having promoted previous start-ups with the service since 2008.
“I use HARO every day that I can physically get at it,” Jane says. “Three times a day. I get an email from HARO with queries from reporters. I look forward to it. It takes maybe 60 seconds for me to skim that list.”
From the moment Supercollar hit the market, Jane’s HARO responses began landing her business in some of the most widely-viewed publications in the country.
“Right in the beginning we were in the Los Angeles Times, Chicago Tribune and Orlando Sentinel. And I watched the publicity instantly convert to sales,” Jane says.
“If I’ve been on a program, or something has come out in the media that mentions Supercollar, I instantly see a spike in sales. There’s an extraordinary number of sales from coverage, and it can go on for days.”
The media coverage hasn’t slowed yet.
“Supercollar has had over 200 media hits – everything from print to TV to radio, and a majority of it started with HARO,” says Jane, who links to 150 of the media hits on the Supercollar website.
“When somebody not affiliated with your business takes the time to write about the product, it helps shoppers with decision-making,” she says. “Publicity is more than an ad for your product. It’s almost like a Good Housekeeping Seal of Approval.”
In addition to short-term sales spikes, HARO is helping to create long-term visibility for Supercollar.
“For me, it isn’t only about the instant conversion. It’s also about brand awareness,” Jane says. “Media hits help you move up in Google, so people find you in searches.”
Jane is also a veteran business coach, who regularly teaches business owners the value of HARO.
“My clients come from diverse industries. They always ask the same thing, ‘I have this product, but how come nobody knows about it?’
“I tell people that tooting your own horn is key to making people come to you. And I tell them to do that with HARO.”
“It works. HARO works!”
Communications Best Practices
Get the latest updates on PR, communications and marketing best practices.
Cision Product News
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.