By Bianca Zwart
I’ve been in the industry for some time now, and in the various areas Black & White Communications operates in, we have seen how certain pitches worked better than others and how it got picked up by the media.
Being mentioned in online magazines, newspapers, or other platforms is not always as ‘organic’ as you think. There is so much that goes on behind the scenes to ensure the story is plugged in the right places with the right angles to gain interest from journalists.
Many industries have not been disrupted yet, and these pitches demonstrate how a story with the right angles can get picked up in leading publications.
We’ve seen many pitches work in different magazines and countries, but here are three successful pitches that led to great articles (only a few of my favourite to date).
Mystery Shop wedoido:
The wedding industry isn’t transparent in any way whatsoever. Anybody who has gotten married knows that. You can’t find any venue prices online, and when you turn up and drop the word ‘wedding’, the prices magically double.
With everything going digital, booking holidays and other services have become straightforward, but with weddings, this is near impossible. The wedding industry hasn’t evolved into a user-centric sector, and with the emotions wrapped in this type of occasion, clients end up paying more anyway to get the result.
We did a lot of research on this industry, starting with a mystery shop. We contacted the most popular venues in the Netherlands. I even created some fake aliases and emailed them; first, as a man wanting to celebrate his birthday, then as a couple wanting to get married: same date, same number of people.
And indeed, the prices for the ‘engaged couple’ magically doubled.
We got coverage in a lot of publications with that story, so we decided to do the same in the United Kingdom. And it was even worse. Our research in the UK resulted in a feature in the Telegraph, which was shared widely.
L1NDA: Experts at saving
L1NDA offers smart tools that simplify hospitality work.
As an independent employment agency L1NDA works with over 70.000+ hospitality professionals. Additionally, over 3.000 hospitality businesses use L1NDA to plan, find and manage your employees in one solution.
Rather than talking about L1NDA’s offering, we decided to focus on leveraging L1NDA’s expertise on how to save your salary wisely during times of crisis. Since L1NDA is in contact with many people that face this challenge every day and has been around for many years to provide them with solutions, their CEO was a perfect match for this article.
We offered his expert insights and drafted a suggested angle to the journalists which led to great publicity for L1NDA.
bunq: It’s a marathon, not a sprint pitch:
bunq isn’t your ordinary challenger bank. The company expanded to 33 EU markets without a penny of VC funds.
bunq is committed to making products people love to use. That’s why total user deposit growth is an important metric, as it reflects how committed users are about using the app and how it is ultimately being used. Where other (challenger) banks focus on explosive growth with metrics such as downloads or revenue, bunq aims to build a sustainable business model.
The angle was clear: it’s a marathon, not a sprint for bunq. Highlighting this distinctive factor during general contact with the press but most importantly during the EU-launch, resulted in great features, amongst others in Business Insider.
This angle resulted in a great feature in Business Insider and other publications.
There are so many possibilities when looking at news stories, but there are easy steps to take to identify them – we can help. Set up a call with me here, and let’s assess your needs and plug your story in the right places.