As a brand — consumer, tech, lifestyle, you name it — it’s essential to inform the right people about your mission, product releases, and more. But finding the right people — journalists, mainly — is a job within itself. That’s why Luup exists. Think of Luup as a modern Rolodex, connecting publicists, marketers, and brands with journalists that cover relevant topics. In short, brands match with journalists who are more likely to write about their product, and journalists spend less time sorting through dozens of random PR pitches to find something that catches their eye.
No matter if you’re a brand or journalist, Luup is an effective PR strategy for you and your work. So, what is Luup exactly? Read on to find out.
Like most entrepreneurs, Michelle Songy identified a crucial problem in the market — the difficulty for small businesses to get quality PR — and created a solution. Using her ten-plus years of experience working with major brands like Coca Cola and American Express, as well as her entrepreneurial efforts as the founder of Cake Technologies, she launched her own PR firm catered to startups and small businesses. That wasn’t enough for Songy, though. Shortly after, she began Luup at the beginning of 2020. Her goal (and Luup’s): to quickly and effectively pair brands with media.
The answer is two-fold: To enhance PR strategies for brands of all size and scope, Luup acts as a marketplace specialized in pairing brands with journalists based on information provided. Through this, Luup streamlines the everyday process of pitching and writing to make sure that brands put their best foot forward, and journalists don’t waste any time weeding through the mud.
Consider Luup your one-stop-shop for your brand’s PR efforts: Here, you’ll have a centralized space to organize brand assets, information, press releases, imagery, and pitch details. As a brand, you won’t have to rely on back-and-forth emails with journalists to pitch and share product details, meaning there will be less room for typos and errors in the long-run. You can even tag your information by various categories so that relevant journalists can find your brand quickly.
When a journalist discovers your brand and wants to learn more (even though let’s face it, all of your information is already on Luup), they can message you directly through the platform, so you don’t have to track down emails.
From start to finish, the entire sign-up process is rather quick and cost-effective, making it accessible and affordable for even the smallest brands.
For starters, Luup knows that sifting through PR pitches is a job in itself. Because Luup allows you to create a customized profile and then employs a matchmaking-like system to connect you with brands, you’re able to take away the middleman and get straight to the good stuff: the news. Once you find something worth writing about, you don’t have to hunt down the right contact or track down related photos because everything’s already on Luup. You can even message brands directly on Luup so that all of your conversations — especially sample requests and tracking details — can be kept in one place.
FYI: It doesn’t require a ton of time or effort to create and manage a profile on Luup — and the results are well worth it.
Most effective PR strategies cost money, and Luup is no exception. The difference: Luup is far more customizable and affordable than other available platforms. While you can pick from the three available plans — Live, Active, and Super Active — to align with your budget, you can also customize your own plan to best fit your needs.
Live ($49): This plan is a great starting point and gives you the basics, including a templatized press kit, the ability to tag trends and topics, and an option to receive media requests.
Active ($149): In addition to the benefits of the Live plan, you’ll also get a templatized press release, the ability to distribute press releases widely, and additional PR and media training.
Super Active ($249): In addition to the benefits of the Live and Active plans, you’ll also get access to media profiles in the Luup database, the ability to message directly on Luup, and a content review.