{"id":77,"date":"2022-06-18T02:18:52","date_gmt":"2022-06-18T02:18:52","guid":{"rendered":"https:\/\/www.droptrends.site\/blog\/?p=77"},"modified":"2022-06-18T17:23:26","modified_gmt":"2022-06-18T17:23:26","slug":"how-pluto-pillow-used-pr-to-win-their-first-customers%ef%bf%bc%ef%bf%bc","status":"publish","type":"post","link":"https:\/\/www.droptrends.site\/blog\/?p=77","title":{"rendered":"How Pluto Pillow Used PR to Win Their First Customers\ufffc\ufffc"},"content":{"rendered":"\n

Susana Saeliu and her co-founder, Kevin Li, take sleep seriously. In 2018, they launched Pluto Pillow<\/a>, a personalized sleep pillow that\u2019s custom built to your body stats, how you sleep, and what you like. The company combines a carefully designed physical product with a wealth of data, developing an algorithm that chooses the right pillow for every individual based on a comprehensive quiz. The Pluto Pillow currently comes in 35 different variations\u2014ranging from super soft to ultra firm. Their pillows are developed with high-performance, high-grade, and breathable foam.<\/p>\n\n\n\n

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Pluto Pillow’s are custom-built to your body stats, how you sleep, and what you like.<\/figcaption><\/figure>\n\n\n\n

While it took Susana and Kevin ten months to create a quality product and build a beautiful digital storefront on Shopify, they launched to the sound of silence. There was a three week period where they only made a single sale. Initially bootstrapped and unable\u2014plus unwilling\u2014to spend thousands of dollars on Instagram and Facebook Ads, they sought out an option that was effective but free: PR.<\/p>\n\n\n\n

Their first successful press feature in Business Insider<\/a> led to hundreds of visits to their website, more than they had ever seen. Pluto Pillow has gone on to receive press attention in publications like Fast Company, Mashable, The Wall Street Journal, Men\u2019s Health, Essence, Cosmopolitan, Refinery29, and many more. In February 2022, Pluto Pillow was featured in a Valentine\u2019s Day gift idea segment<\/a> on The Today show with hosts Savannah Guthrie and Hoda Kotb, a placement that led to a couple thousand pillow sales on their website. <\/p>\n\n\n\n

Entrepreneurs frequently dismiss PR as too expensive\u2013\u2013often, companies hire external PR firms to build relationships with press on their behalf. But Susana took a different route, crafting a scrappy in-house PR strategy that she executed herself for free. Read on for advice on how to use the power of PR to get the word out about your business, without a pricy PR firm.<\/p>\n\n\n

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ADS – Best way to find winning products and research competitor www.droptrends.site<\/a><\/strong><\/figcaption><\/figure><\/div>\n\n\n

How Entrepreneurs Can Use PR to Get Their Businesses Noticed <\/h1>\n\n\n\n

Long before Pluto Pillow found its way onto a broadcast with millions of viewers, Susana was doing the unglamorous behind the scenes work that leads to big press wins: scoping out the right journalists, crafting effective PR emails, and sending hundreds of email pitches in the hopes of a response.<\/p>\n\n\n\n

\u201cI started thinking about ways to get press\u2026I feel like that’s a really fast way to build legitimacy as a brand,\u201d says Susana. \u201cI really want to build a brand where it’s not like we could fake growth with ads, I really wanted to see if [the] press was receptive, if we were to get customers organically.\u201d<\/p>\n\n\n\n

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Pluto Pillow’s are breathable, temperature-regulating, and bounce back.<\/figcaption><\/figure>\n\n\n\n

This strategy has helped Pluto Pillow capture the attention of far-flung audiences and readers across online websites, print magazines, and television segments. They\u2019ve used their press appearances to cultivate legitimacy for their business and cement themselves as a trustworthy and recommended brand, one cold email pitch at a time. <\/p>\n\n\n\n

1. Find the right journalist<\/h2>\n\n\n\n

A key but overlooked part of pitching journalists is finding the right one. At most online and print publications, journalists have \u201cbeats\u201d or areas they regularly cover. It\u2019s pointless to pitch a story about a cosmetics product to a journalist that generally reviews and writes about tech gadgets. <\/p>\n\n\n\n

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Pluto Pillows are personalized to each customer, customized for optimized support and comfort.<\/figcaption><\/figure>\n\n\n\n