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By Joan Stewart
The Publicity Hound
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
news releases and photos, as long as the product 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 you want to impress with your product.
Time the
pitch.
Some magazines have a notoriously long lead time, 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 children’s computer
product. 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 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, find out more about them by
clicking
here.
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.
Direct comments or questions about this article, including requests
for reprint rights, to:
Joan Stewart
The Publicity Hound
3434 County KK
Port Washington, WI 53074
Phone: 262-284-7451
JStewart@PublicityHound.com
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