Holiday Gift Guide Planning Strategy
It’s that time of the year again! As we enter into a new season, the long days of summer seem like nothing more than a distant memory in our rearview mirror and the end of year planning is well under way.
While the work of any public relations agency never takes a hiatus no matter the season, there are certain timelines we follow when strategizing different types of placements for our clients.
At JMG Public Relations, our focus is on startup companies and our goal is to help them achieve the recognition they so rightly deserve in their respective spaces. Our client roster runs the gamut from the tech world to the lifestyle space and some of the brands we work alongside of are B2C (business-to-consumer) companies whose focus is on selling consumer-based goods (CBG).
As a PR firm for startups, we are invested in our client’s success. It is our job to increase brand awareness and secure the visibility needed in order for them to make an impact. For our client’s that offer consumer-based goods, we strive to get their products in front of potential customers and we do that through a variety of ways.
If you ask any professional at a public relations company, one of the best ways to showcase their B2C clients product(s), you will likely hear about the holiday gift guide. It is a powerful marketing tool that provides consumers with an outlet to find the perfect gift for everyone on their list, which is exactly what publications, both digital and print promise their readers.
Thanks to Oprah Winfrey and her “Oprah’s Favorite Things,” what started out as a segment in the ‘90s on her infamous talk show, quickly became an annual phenomenon. Twenty-three years later it’s still going strong.
Holiday gift guides are a top priority for many brands and garner some of the best press during the holiday season. According to the National Retail Federation, 40% of consumers start their holiday shopping in November with 18% starting as early as September.
But in order for B2C companies to ensure a spot in these ever so popular gift guides they must start their holiday planning months in advance. Many online publications begin laying out their holiday gift guides right after Labor Day, while print publications start even sooner.
For any public relations firm working with businesses that aim to make these lists, it’s important to monitor when the publications that best fit your client’s product publish or update their holiday gift guide. The timelines for print and digital vary slightly so being armed with these deadlines will allow you to plan accordingly.
As a PR firm for startups, it’s extremely important to make sure we guide our client’s in the right direction when it comes to inclusion in any type of placement. Along with the product itself, there are additional factors to take into consideration.
To help both businesses and PR professionals alike, I thought it would be helpful to break down some of the key factors we should all be thinking about when planning our holiday gift guide pitches.
Key Tips Include……
Description - It’s extremely important to explain why a particular product is the perfect gift. Remember to always include the cost and the targeted audience.
Customer testimonials - These testaments to a product speak volumes and having positive reviews allows potential buyers the opportunity to read what others are saying.
Exclusive Deals - Consumers are drawn to a deal and any brand that can offer a publication exclusive deals for their readers will receive serious consideration.
Product Images - Attractive photos are important when it comes to featuring a product and can be a deal breaker if they do not come across as professional. These photos not only have an influence on the consumer but can make or break inclusion in a holiday gift guide.
Know Your Core Audience - Having a clear vision of who the product best fits will allow the public relations firm to determine the outlets that are an ideal match.
Be “Search” Friendly - Being included in a gift guide is excellent publicity but if a product is difficult to find for a consumer, the inclusion isn’t as powerful as planned.
Cut to the Chase - With writers/editors receiving countless product pitches, it’s important to indicate in the subject header three important words…. HOLIDAY GIFT GUIDES.
If your business produces more than one product, take a look at each one individually to determine the category most applicable. Sometimes an item works for multiple categories; this not only allows for a wider audience; it also presents the opportunity for inclusion in multiple groups.
The beauty of the holiday gift guide is that there is something for everyone. Whether a consumer is looking to purchase a gift in a certain price range (gifts targeting a lower price point always do well), in a specific category, or for a specific gender, these lists make it possible to narrow down the search.
Overall, the products and their cost are straightforward; they speak for themselves so coming up with a pitch angle isn’t required. Instead, I strongly recommend all public relations agencies have a rolodex in their PR toolbox containing the pertinent information for media outlets and publications that produce holiday gift guides and best represent their client’s audience.
-Jenna