The Perfect Press Release: A How-To Guide for Vending Industry Professionals
Introduction
In the competitive convenience services industry, a well-crafted press release can be the difference between getting noticed by vending operators and getting lost in the noise. This guide will help you create a Vending Connection press release that captures attention and drives engagement with vending operators.
Before You Write
Before writing your first word, remember that a great press release needs to have something meaningful to say. To evaluate the newsworthiness of your content. Ask yourself if it meets any of these objectives:
- Does this announcement solve an operator challenge?
- Does it represent innovation in the convenience services industry?
- Is there a quantifiable impact on vending operators?
Remember, a press release is not an advertisement for your business. Stay away from sounding promotional or salesy. Instead, focus on generating interest in your news story.
Use This Standard Press Release Format
1. Headline
Your headline should be brief and easy to understand quickly. Stick to fewer than 8 words in length. Follow these key principles for maximum impact with vending operators:
- Lead with the business benefit
- Include searchable keywords
- Avoid all caps and excessive punctuation
Strong examples:
✓ “AI Platform Cuts Vending Route Costs by 40%”
✓ “New Cashless Payment Solution Doubles Vending Sales in Pilot Program”
Weak examples:
✗ “VendSure Announces New Product!”
✗ “Revolutionary New Vending Innovation Changes Everything”
2. Subheader/Lead
A subheader is technically optional, but it lets you offer extra information and value right away. This helps vending operators decide if they want to read your press release further. Again, keep it to the point – ideally, no more than 15 – 25 words. Expand on your headline with a brief sentence that provides:
- Specific metrics
- Market context
- Key differentiators
Example: “Cloud-based platform enables vending operators to optimize routes in real-time, reducing fuel costs and increasing route efficiencies.”
3. Dateline
The dateline provides a point of reference. The location can help establish relevance to your readers while the date helps them understand the timeliness of your news. The format is as follows:
Format: CITY, State – Date —
Example: “CHICAGO, Illinois – November 9, 2024 —”
4. Opening Paragraph
Your lead paragraph should get to the point immediately. Pique interest with concrete benefits that answer the question “Why should operators care?”.
Provide these details in your opening paragraph:
- Further specifics about location and date (if relevant)
- Company name
- Announcement essence
- Primary benefit
- Market context
Example: “CHICAGO, Illinois – November 9, 2024 — VendSure today introduced SureStock AI, a breakthrough inventory management system that helps vending operators reduce restocking trips while maximizing machine uptime. The system has demonstrated a 40% reduction in operational costs during beta testing with leading operators across the Midwest.”
5. Body Content
The body content of your press release should be no more than 2-3 paragraphs. Avoid fluff phrases like “proud to announce.” Design it to elaborate on details that provide further context for the vending operator.
Structure your body content around topics like:
- Problem/solution framework
- Specific features and benefits
- Implementation details
- Market impact
- Integration capabilities
To improve scannability, use bullet points, charts, or graphs to communicate information like:
- Technical specifications
- Integration partners
- Cost-saving metrics
- Implementation timelines
6. Quotes
Make your press release more meaningful by including perspectives from leaders or key stakeholders in the convenience services industry. Don’t overdo it – 2 to 3 quality quotes are sufficient. Quote contributors could be:
- Company leadership sharing insights on vision
- Customers/Beta Testers speaking about real-world results
- Industry experts on market impact
Example: “SureStock has transformed our operation. We’re saving $5,000 monthly in labor costs while serving customers better,” says John Smith, Operations Director at Metric Vending.
7. Company Information/ Boilerplate
Your press release should end with a brief, factual paragraph (50-75 words) about your company. It can be standardized and regularly used each time you craft a press release. This paragraph shouldn’t need to be updated unless your company undergoes a significant change. Oftentimes, companies share their mission and information about their core products and/or services.
Example: “About VendSure Solutions: VendSure Solutions is a leading provider of smart vending technology, serving over 5,000 operators across North America. Founded in 2015, the company specializes in AI-driven inventory management and predictive maintenance solutions that help vending operators maximize efficiency and profitability. VendSure’s solutions are compatible with all major vending management systems and are currently deployed across 50,000+ machines nationwide.”
8. Media Contact Information
After reading your press release, a vending operator, convenience services industry professional, or additional press members may want to get in touch to learn more about your story. Make it easy for them by including media contact information at the end of your press release.
Keep it simple and direct by including:
- Name and title
- Direct phone number
- Email address
- Company website
- Social media handles
At Vending Connection, our goal is to help you create a press release that is useful to vending operators and generates excitement about your business and the industry as a whole. Remember, the most effective press releases focus on real business impact. Your audience is busy vending industry professionals. Lead with specific benefits, back them up with data, and make it easy for operators to take the next step. We look forward to receiving and sharing your press release on vendingconnection.com.
