When your web shop does not have much brand awareness, we always recommend doing a press event or an editorial tour for the largest press and/or most important journalists within your field. In addition, after the press event or editorial tour the press kit will be send to the complete database of media channels that might be interested in your message. The key to keep on generating traffic to your web shop is continuity. After the press event, editorial tour or sending out the press kit it is of importance to have other PR activities on the list such as sending out press releases over the year. In that way, your brand or product stays top of mind with the media.