Forget everything you know about holiday gift guides. The game has changed.

Even though it’s the dog days of summer, it’s not too early to start thinking about holiday gift guides. August is a key month to reach out to media outlets while they plan guides for the holiday shopping season. 

Why are gift guides a great way to reach shoppers? They focus on the best features and selling points of your product. You’re reaching consumers who are already in shopping mode, they’re eager to see what their favorite media outlets recommend, and most importantly, they’re ready to buy. 

Last year, Seismic secured placement for a client on The Ellen Show’s 12 Days of Giveaways, along with a range of other outlets. If you want to increase exposure for your product this year, check out some helpful tips:

1. Do your media homework. Define your target audience — their age, gender, lifestyle, interests and what media they consume. Once you have a crafted idea of who you’re speaking to, put together your media wish list and develop your pitch. At each media outlet, determine the criteria for inclusion. Is there a theme (gifts for mom, fitness gifts, tech gifts, foodie gifts, luxury gifts, etc.) or a particular price point ($100 and up, $10 and under, stocking stuffers, etc.)? If your product doesn’t meet their criteria, move on to the next publication. When it’s time to pitch, identify the editor that manages each gift guide and reach out to that person directly… and keep reaching out. Holiday guide pitching requires tenacity and a clear understanding of the target.
2. Understand the mix. The days of gift guides as pure earned editorial gold are no more. It’s important to strategize and assess in advance how much of your holiday marketing spend you are willing to allocate to paid holiday placements and what is realistic on the earned front. Some clients recognize that the holidays are their key buying season and determine that most of their annual marketing resources will be spent on these paid holiday opportunities. The key is to determine in advance when most of your customers are buying. If it’s the holidays, then these gift guides need to be a part of your integrated PR/marketing strategy. Set your advertising budget accordingly.
3. Bring your product to life. When you’re ready to pitch, make your product shine. Hone in on the unique features and attributes that make your product a must-have. Use clear, colorful, high-resolution photos and videos - bonus points for incorporating holiday elements and your target buyer into your imagery and videos. The more you can sell your product in a visual and attractive way to the editorial decision makers and broadcast producers, the better your chances are of being included.

You may not get placement in all of your preferred outlets, but that’s ok! With a great pitch, you’ve increased brand awareness with your target publications and started relationships with key editors. Sharpen your strategy, refresh your materials and stay proactive — Valentine’s Day, Mother’s Day and Father’s Day gift guide deadlines are just around the corner. 

Let me know if you’d like to learn more about how to get your company’s product in front of the right outlets for your audience. Seismic can help with the development and execution of your integrated holiday marketing campaign!