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As the holiday season approaches, securing a spot in holiday gift guides can be a game-changer for brands, driving significant awareness and sales. To stand out amidst the holiday hustle in 2024, brands need to execute a thoughtful and strategic approach. Whether targeting digital media outlets or influencers, this article outlines effective strategies to ensure your brand shines in the holiday gift guide spotlight.
1. Start Early
Timing is everything when it comes to holiday gift guides. Many publications plan their holiday issues months in advance, with long-lead media outlets like magazines often working on holiday content as early as July or August. For digital media, shorter lead times are typical, but it’s still essential to pitch by mid-September to early October. Make sure you have a content calendar to track these dates and plan your outreach accordingly.
Ryan Croy, founder of LA-based PR agency Public Haus, which helps a wide variety of consumer clients secure media coverage in top-tier outlets, emphasizes, “One of the biggest mistakes brands make is waiting too long to pitch for holiday coverage. Securing placement in gift guides is highly competitive, so early outreach is critical to beating the rush.”
Tip: To ensure you don’t miss opportunities, build relationships with editors year-round. Send regular updates on new products and brand developments to stay on their radar when holiday guide season arrives.
2. Target the Right Media
Not every holiday gift guide will align with your brand’s target audience. Start by identifying media outlets that focus on your industry, target demographic and product price range. Whether your brand sells luxury goods, tech gadgets or sustainable products, finding the right match increases your chances of being featured.
Research key publications and influencers that run holiday gift guides in your niche, paying attention to their past content to understand their style, themes and what appeals to their readers. Create a prioritized list of targets, including lifestyle blogs, online magazines, print publications, and influencers with relevant followers.
3. Craft a Standout Pitch
Your pitch is your first impression, and it needs to be personalized and compelling. Editors and influencers are inundated with pitches, especially during the holiday season, so it’s important to make yours stand out. Here are some key elements:
- Subject Line: Keep it clear and to the point. Include the words “Holiday Gift Guide” to indicate relevance.
- Product Fit: Clearly explain why your product is perfect for their specific holiday gift guide. Mention any unique selling points like sustainability, affordability or luxury appeal.
- High-Quality Imagery: Include high-resolution images of your product. Editors love visuals that can be used in their articles without needing additional resources.
- Product Availability: Include information on pricing, availability, and where the product can be purchased (especially if it’s available online or through popular retailers). Offering a direct link for purchase is a great way to make it easy for editors.
- Samples: If possible, offer product samples so that editors and influencers can experience your product first-hand. Some might require samples before they agree to feature your product.
4. Leverage Gift Guide Themes
Most gift guides are organized by themes: for him, for her, under $50, for tech lovers, for eco-conscious consumers, etc. Position your product to fit seamlessly into one of these categories, even if it means tailoring your pitch to match each gift guide’s theme. If you have several products in your line, highlight the one that best fits the editor’s typical content or the specific holiday guide’s focus.
Tip: Review last year’s gift guides from your target media outlets. This will give you insight into the types of products they’re likely to feature and can help you craft a pitch that aligns with their preferences.
5. Offer Exclusive Discounts or Promotions
Holiday gift guides often highlight deals or exclusive offers, so include a special promotion in your pitch. Whether it’s a percentage off, free shipping, or a limited-edition holiday bundle, promotions make your product more appealing to both editors and their audiences.
Make sure that any discount is significant enough to stand out, and highlight any time-sensitive offers that create urgency. Offering an exclusive promo code for a publication’s readers can be a great value-add to your pitch.
6. Engage Influencers for Gift Guides
Influencers often create their own holiday gift guides, which can be a valuable way to reach their engaged followers. Whether you send them a product for free or work with them on a paid campaign, influencers can help amplify your holiday visibility. When engaging influencers, ensure they align with your brand values and target demographic to increase the authenticity of the recommendation.
You can also suggest creative collaborations, such as “unboxing videos” or giveaways in conjunction with their holiday guide. These strategies boost both brand awareness and engagement.
7. Track Results and Measure Success
Once you’ve secured coverage, it’s essential to track your brand’s performance in holiday gift guides. Monitor traffic spikes to your website, sales increases, and the referral sources of your customers. Use tools like Google Analytics to measure the impact of your holiday placements.
If your product is featured, amplify the coverage by sharing it across your own social media channels, email newsletters, and website. This reinforces the credibility of your product and helps build momentum throughout the season.
Croy advises, “Don’t just rely on coverage to drive sales—amplify it! Share your media placements across your social media platforms, email newsletters, and website. This type of earned media can create a ripple effect that lasts long after the holidays.”
Securing a spot in holiday gift guides requires early planning, targeted outreach and a strong pitch. By identifying the right media, offering value through discounts and engaging influencers, your brand can make a significant impact this holiday season. Start early and tailor your pitch to align with holiday gift guide themes and audiences. If done right, the exposure from these guides can translate into increased brand awareness and significant holiday sales. Contact Public Haus by visiting the agency’s website to learn more about securing valuable PR coverage for your brand around the holidays.
