The power of Oprah

How to get noticed by the most powerful woman in media

When Nancy Juetten was looking for ways to promote Seattle Chocolate's festively packaged truffle bars, she had an idea. She called Oprah. Just like that. Okay, actually she sent a pitch letter by e-mail to someone at O Magazine, but the end result was the same. 

A few days later Seattle Chocolates were presented at a taste testing presided over by Oprah Winfrey. The panel decided to feature them in the November 2008 edition of O-The Oprah Magazine. Besides introducing the product line to an estimated 16 million readers, association with the Oprah brand helped raise Seattle Chocolates to a new level of national prominence. Now they weren't just another Seattle chocolate maker (along with all that coffee, Seattle has some great chocolate shops). Now they were the makers of the chocolate truffle bars as featured in The Oprah Magazine. 

This is how smart people promote their brands. 

Look good, taste good, do good

Having a good product and a trendy design is great but it's not enough, especially in the chocolate business. But unless you're one of the big multinationals, a national advertising campaign is out of the question. Here, Juetten explains how she got her client's product on Oprah's desk and into the pages of her eponymous magazine. The pitch worked because Juetten had done her homework. She understood that Seattle Chocolate's brand story, including their support for women's issues and community programs, was as important as the quality of the chocolate: 

By the way, the truffle bars are terrific. And at $3.29 each, you don't have to wait for a special occasion.

Founded in 1992, the Seattle Chocolate Company is a family owned business headed by Jean Thompson. The company's products are now available in 8,000 stores nationwide.