If you have a product business, the fourth quarter of the year is probably
crucial to your bottom line. And one of the most effective sales and publicity
strategies is to get your product included in holiday gift guides in November
and December.
These holiday guides offer recommendations for gifts at a time when people
are ready to buy and need ideas. Best of all, gift guides usually include a
website or phone number so people can actually find the recommended gifts,
whereas this information isn't included in many publicity articles.
If you're serious about getting into a gift guide, you need to get moving
now. June is the perfect time to submit product pitches for magazine gift
guides, since many have a six-month lead time.
As you might imagine, getting into a gift guide isn't all that easy. There's
a great deal of competition from hundreds--sometimes thousands--of other
companies that are also pitching their products. So here are 10 tips to help you
get your products noticed:
1. Send your pitches at the right time. Timing is critical. Here are
the typical deadlines for sending in submissions to various media:
- Most magazines (other than news magazines): Six months prior to issue
date
- News magazines: Two to three months prior to issue date
- Newspapers: One to two months prior to issue date
- TV: One to two months prior to broadcast date
2. Determine the category of gifts that each media outlet covers. For
example, one in-flight magazine may only include technology gifts in its gift
guide this year, while another may only cover upscale items.
3. Pay attention to your packaging and shipping. I've been told many
times by media people that if products often arrive broken or with unappealing
packaging, they won't even consider those products for coverage.
4. Offer inexpensive products. Many media outlets cover gifts that
cost less than $50 or $25.
5. Send in your most colorful products. Most media outlets are visual,
and bright colors look better in the pages of a magazine or on TV than drab ones
do. Make sure that either your product or your packaging has eye-catching color.
6. Donate a portion of your product's sales or profits to charity.
Some media outlets only cover products that donate to charity. Not only is it
the right thing to do, but it also increases your chances of getting publicity.
Be sure to mention this in all of your pitches.
7. Offer something new to the marketplace. Editors want something new
and different. If you create a new product, you'll get the media's attention.
8. Don't forget products for pets. Pet gift guides are becoming very
popular. I've seen them in many health and women's magazines. There are millions
of pet lovers out there who consider pets their family and want to buy holiday
presents for them.
9. Mention any celebrity tie-ins. Some entertainment media outlets
will only cover your products if celebrities use them. So if your
brother-in-law's cousin knows someone famous who'd be willing to tout your
product, go for it.
10. If a major retailer sells your products, include that information in
your pitch. Editors feel more comfortable recommending products sold by
major retailers.
So start celebrating the holidays this summer by pitching your products for
media coverage in June. By fourth quarter, you'll be reaping the sales rewards
of your summer efforts.