Here's How A Video Launched The PR For Wiggletot

Zaida Khaze is a mother of two daughters with eight years experience in direct marketing for start-ups and downsizing companies. When it came to doing the PR for her own business, however, she was batting near zero until the idea of a proof-of-concept video came along.

For Zaida, the idea for her business Wiggletot was born after the classic experience most every parent of an infant has lived. Her family was invited to a barbecue. Like most new parents, she waited to dress her infant daughter until 15 minutes before leaving home. But within minutes of dressing her child, a diaper disaster occurred and the wiggling baby had managed to cover herself, the changing pad, Mom’s blouse and her new white dress with… ooze. But instead of cursing her bad fortune, Khaze got creative. She developed the idea for a washable changing pad with a detachable vest and toys to keep the wiggling baby occupied and upright. (It’s like a baby straightjacket. In a good way.)

Determined to do her own PR she sent 12-20 customized pitches each day for several months. She received just one response, from a publisher who wanted to put her information on his site for a fee. Then a second editor responded at last, raising her hopes until she saw the message. “No interest," it said, leading her to realize that random after hours pitching was a PR “no-no.”

Then creativity struck for a second time as she watched a random episode of Shark Tank and saw an entrepreneur mom seal a deal with two of the judges after showing them a proof of concept video. Lights went off in her head that perhaps video would be her PR ticket. She had created a prototype video years before in the process of getting her patent approved. She had invited feedback to improve the product and determine the interest of buyers before going further. She’d received positive feedback and many requests, but then set the video aside as the product it featured was only a prototype. But why not create another with the final product that she could use for PR?

She did, and began to send the video link with her pitches. (You can see the segment she developed here. It has received nearly 162,000 views.) She received her first response from a national magazine the next week. The editor mentioned it wasn’t a fit for the segment she was pitching but promised to use it in January 2015. “I had pitched that editor many times and had never heard back from her until I sent that video,” Khaz says. “I received many replies immediately from editors telling me they loved it or they’d the same experience with their child.”

She even received rejection replies telling her she was not a fit but that they’d keep her mind for a future story or even, "This looks like a great product! I wish I had this for my son!" “I even received press in a lifestyle and sports magazine for men for a segment on how to make spring cleaning easier,” she said. The video shows how much easier it is to clean a baby and while conserving cleaning supplies and reducing the loads of laundry to be washed.” The reporter requested a sample for his ten-month old child.

In addition to the 16 or so articles that are posted on the Wiggletot.com website, Khaze has upcoming press in the works for magazines that cater to babies and retail stores. She has received invitations for radio interviews as well. Khaze converts her press into sales by promoting the press on her website and social media channels. When she posts press she also generally offers a sale along with the posting to celebrate the press with her customers. (A great idea for entrepreneurs whether or or not they are using video to secure the interest of press.)

Khaze built her video fairly simply using resources she already had. She’d received her patent in 2012 when her younger daughter was 10 months old. It was her first daughter, Ameera, who’d inspired the product before the famous barbecue gaffe. But Zara , daughter two, starred in video two. (Another clue for others in this—it could be detrimental to demonstrate a not-yet-patented product on video in a way that could reveal trade secrets or motivate copycats.)

Zaida’s husband has music editing skills and matched the music with the video in spare time. The music helps to hold viewer interest. The project took 5-6 days because the couple wanted to change their daughter while she wore a variety of outfits to demonstrate that the dilemma occurs every day. Editors loved the video because it showed just how challenging the wiggling baby can be, while the product photo, on its own, didn’t hold nearly the impact of watching the action occur.

“I have learned a lot in this process,” Zaida says. “I have learned that words alone can’t always describe the size of a challenge to somebody else. I haven’t had to change my daughter now in over two years, and until I see the video, I forget myself how troublesome that process can be. I learned that I can't assume every media source covering the baby niche has experienced parenthood themselves. Video has helped me not to assume anything in a reporter’s understanding when pitching the press.”

Could your product pitch benefit from a short and snappy video demonstration? If so, perhaps your sales could benefit from that footage as well. Here are a few best practice tips for making a video pitch:

1. Shorter is better. One to two minutes is great. Anything longer than 4-5 minutes is a probable loss.
2. Professional production isn’t required. Authenticity is magic.
3. Remember your branding. If it is visible in the background or in the bar below the image you can make it easier for your viewer to remember your company and your product.
4. Use ample description. Put it underneath your video and be sure that any appropriate SEO keywords are there.

In conclusion, if you’re having trouble securing the attention of reporters or if your product is a little complex to describe, now is the time to take a page from Wiggletot and give video demonstration a try.

Cheryl Snapp Conner is author of the Forbes eBook Beyond PR: Communicate Like a Champ In The Digital World. Do you have a great entrepreneurial PR story that others could learn from? If you do, reach out to Cheryl Conner via Forbes with your thoughts.