For lifestyle and brand publicists, August signals the start of holiday gift guide season – i.e., the mad dash to secure EOY coverage for clients. The Labor Day bookends of late summer and early fall are the prime windows for pitching – that is, if the goal is to see products showcased on the pages of national magazines and regional glossies come November and December. (If your aim is coverage in digital outlets, you often have until Halloween to make your case.)
Here are our top three tips for pitching your brand to holiday gift guides. Use these when connecting with major media outlets and their lifestyle editors.
1 - Keep your pitch brief
In 100 words or less, describe the item. Official product name, price, function, and where to buy. You could also include any well-known awards the product has earned recently, like a Good Housekeeping seal of approval or inclusion in Oprah's Favorite Things. If you're pitching a city-regional magazine, make sure to mention if your product is made locally or designed by someone who hails from the area.
2 - Tell them who the gift is perfect for
Exactly who might be thrilled to receive this gift? Consider that many gift guides are tailored to personas, like luxury lovers, outdoorsy types, etc. Do a little research to find out how your target publications have categorized gift guides by recipient in the past; then in your pitches, make it easy for the individual editors to envision where this item will live on the pages of their magazine's gift guide.
3 - Send along samples if you can, and don't forget to share images
It's always a good idea to send a real-life sample of your gift if that's possible. Editors want to be sure that gadgets perform well. That little luxuries are made with fine materials. And that apparel and accessories look and feel great IRL.
If you're pitching exclusively via email, it's absolutely critical that you send along high-quality images of the product shot on a clean white background. Again, this is a MUST. Why? Because when the magazine staff is sifting through thousands of contenders to select their picks for a list of 25 products, having a great image in hand makes it easier for those editors and art directors to choose YOUR product.
If you want help securing top-notch media coverage of your best holiday gifts, let's talk right away.
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