Ever since I announced that Zen Crunch was chosen to be Snack of the Day on Rachael Ray’s daytime talk show, people have been asking me how I did it. It’s not a big secret and I’m happy to share a bit of the behind the scenes.
Back in January, my fab PR expert Sara Becker got the name of the Snack of the Day segment producer and I sent her a letter along with a box of Gratitude Cookies. I’m good at sending stuff out, and not so good at follow up later. That’s why I’m so grateful to have Sara. She called and emailed the producer to find out if she got the box, if she liked the cookies, if she thought they were a good fit for Snack of the Day, etc.
She did like The Gratitude Cookie™, but felt they’d been giving away too many cookies recently and preferred to diversify.
No worries, Zen Rabbit also has Zen Crunch! So I sent another letter along with a couple bags of Zen Crunch. Once again, Sara was on top of the follow through and two weeks later we got word from the producer that YES! Zen Crunch would be included as a Snack of the Day in taping the following week. Now, she asked, could we overnight 160 bags of Crunch to New York for distribution to one studio audience?
Um, yeah, I think we could do that!!! I did, they taped the show and another two weeks later it aired.
So simple. Like most things in life, it really comes down to follow up and persistence. Okay, and maybe finding the right person to contact.
PS: Did you miss the show? See the local news coverage, which includes the Snack of the Day clip here: http://www.tinyurl.com/wptv324