Meeting face-to-face with an editor via a “deskside” (a deskside meeting) can be a major opportunity for your business. Not only can it help secure new and powerful press, but it is the best way to begin growing a long term relationship with your media contact. That said, in order to maximize the meeting for long term benefit, and to prevent any surprises on the big day, follow these industry-insider tips!
Before meeting the editor, pick up the magazine and familiarize yourself with the type of product, style, price point, etc. that the editor will be looking for. It’s always good to be able to reference their most recent issue or articles – this shows you’re invested in them and their outlet (magazine).
Prepare for this meeting like you would prepare for previewing your products or collection to anyone else. Make sure to have linesheets and hi-res imagery ready to go. These should look good and reflect retail pricing, along with all the other information they will need to know to get a full understanding of all you have to offer.
Editors will likely have only about 10-15 minutes for a deskside. Don’t expect to be sitting there for an hour, that said do not stack appointments immediately after them just in case your fifteen minutes runs over. Be aware that you may be asked to set up your product in a conference room, or even just present in the waiting/lobby area. Being aware ahead of time that your meeting could take place in either setting (perhaps even in front of others in the lobby) will help prevent any surprises that could throw you off. Lobby meetings are common, don’t take it personally!
Most editors will have a camera to take photos of your products, but it's nice to let them know that you have linesheets and hi-res imagery that you can also send post-appointment. Another tactic is to have a thumb drive with the materials already loaded that you can give to them on the spot!
If possible, have extra samples ready to go. Why is this a great strategy? Sometimes, editors will be working on a story that your product fits perfectly into, and pull (take your products with them for possible inclusion in the story) during the appointment! You don’t want to tell them “no, that’s my only sample.”
Bonus points! Make sure to send a thank you card or email after your meeting. If you felt that you especially connected to an editor, or if they particularly loved a certain item, it's always nice to gift them as a thank you, too!