Every year, newspapers and magazines print special sections devoted to products and services their readers can give as gifts. Many of these publications will welcome your press releases and photos, as long as the product or book ties into the demographics of the readers.
However, there are some important tactics to keep in mind once you’re narrowed down your short list of leads.
Time the pitch.
Some magazines have a notoriously long lead times, most with deadlines in July or August. A few need samples even earlier if they need to be tested, such as food products, kitchen appliances, toys, etc. Don’t annoy newspapers and TV during the summer, just because it might be easier to ship everything out at the same time. Target the longest lead times first, and work forward.
Gift guide or holiday story?
The Gift List, which lists contact information, photo requirements, deadlines, story themes and more for hundreds of gift guides, is a subscription database service that can save you time tracking down which publications have holiday gift guides. It lists both gift guide opportunities and general holiday feature opportunities.
Don’t assume that every lead is an annual holiday gift guide. Many publications prefer not to do this type of feature every year. Sometimes a gift guide is planned, but turns out to be a general product-oriented feature. Don’t assume it’s a gift guide. A year-end round up the best toys might serve as a gift guide. So could a simple story on holiday beauty tips. But most editors don’t want to hear “I’m calling about your Gift Guide.”
Do your homework.
Editors get too many calls to play nice with every caller, and out-of-left-field calls will be thrown out of the game, pronto. Nearly every outlet in The Gift List lists a website link. If you’re not already familiar with the outlet, at least visit their website to confirm that your product is appropriate.
Think creatively.
There may be more than one “right” placement for your product in a given outlet. Perhaps the technology editor, the children’s editor and the new products editor all would be interested in your book on children and computers. By all means, target all three contacts and do it at the same time so you don’t waste time waiting for individual responses. But tell the other editors if a colleague has expressed interest in writing about your product.
Know your product.
Before you pick up the phone to call a single editor, know your stuff. That means being well-briefed on the product, knowing answers to all the obvious questions (how it works, price, timing, retail availability, etc.), and being able to provide product or book samples or photos if requested.
Know what’s hot.
Staying informed of current trends will help you position your product as part of that trend. Whether it's a music trend, clothing trend or technology trend, it’s logical to draw the connection directly to your product. Remember that around the holidays, relaxation isn’t a trend. It’s a gift-giving tradition. Everyone wants to read about settling into a good book, a cozy sweater or blanket, a relaxing bath product, or an engaging videogame.
Beat the competition.
The competition is fierce all year, and especially around the holidays. Winning awards gives you leverage over the competition by positioning your product as best in its class. One of the best ways to create high visibility and validation of your products or services and your company is by winning qualified industry competitions. Hundreds of award competitions take place each year.
Play up your pricing.
Embrace the virtues of your product’s price, whether it’s high or low. Inexpensive gifts are just right for those on a budget. Gift-givers with deep pockets want to know about expensive luxury items. Media outlets will be covering the spectrum of gift costs, so don’t assume expensive items are politically incorrect.
Show respect.
That means respecting journalists’ wishes and their harried schedules by controlling your follow-up calls. Don’t call too frequently or just to follow-up again. Come up with a new angle or new information. Respect their deadlines and ask for a good time to call. Make notes and pay attention to them.
If you’re willing to spend the time and effort, and your product or service is perfect for the consumer marketplace, holiday gift guides can reap huge dividends.
Publicity expert Joan Stewart, The Publicity Hound, publishes “The Publicity Hound’s Tips of the Week,” a free ezine that shows you how to generate thousands of dollars in free online and offline publicity. Subscribe at http://www.PublicityHound.com and receive free the handy checklist “89 Reasons to Send a Press Release.” She blogs at http://www.PublicityHound.net. Contact her at 262-284-7451 or at JStewart@PublicityHound.com
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