Every holiday season, brands and retailers of all sizes seek to have their products featured in the most sought-after holiday gift guides – Forbes,com, OprahDaily,com, Goop.com, and more. Landing a spot in one of these gift guides can be a great way to increase visibility and drive sales.
But how do you make sure your pitch stands out?
Here, we’ll discuss five tactics you can use to craft an effective pitch to holiday gift guides and increase the chances of having your product featured.
1) Identify the Right Holiday Gift Guides
Finding the right gift guides to pitch your products to is crucial in increasing your chances of getting media mentions and holiday press. With so many gift guides out there, it can be overwhelming to know which ones are worth your time and effort. Here are some strategies to help you identify the right gift guides for your products.
First, consider your target audience. Think about who your ideal customers are and what types of gift guides they might be looking at. Are they fashion enthusiasts, tech-savvy individuals, or food lovers? By understanding your audience, you can narrow down your search to gift guides that align with their interests and preferences.
Next, research popular and reputable gift guides in your industry. Look for guides that have a large following and are known for curating high-quality products. These guides often have a loyal audience who trust their recommendations. Getting featured in these guides can give your brand a significant boost in visibility and credibility.
A simple search for “media outlet name” + “Holiday Gift Guide” can show you what types of products a specific media outlet has featured in the past. Use this information to see if your products would also be a good fit for this specific publication. If you sell affordable jewelry and your dream media outlet publishes a “Luxury Gifts this Holiday Season” guide, then you can assume that this publication is not a good fit for your products.
Another strategy is to explore niche gift guides. These guides cater to specific interests or demographics and can provide a more targeted audience for your products. For example, if you sell handmade skincare products, you might want to pitch to gift guides that focus on natural and organic products or self-care.
Additionally, consider reaching out to bloggers and influencers in your industry. Many bloggers create their own gift guides during the holiday season, and getting featured in their guides can be just as impactful as being featured in larger publications. Building relationships with these influencers can also lead to future collaborations and partnerships.
Lastly, don't forget to consider the timing. Online gift guides are typically published in the months leading up to the holiday season, so make sure to start your research and outreach early. Pay attention to deadlines and submission guidelines to ensure that your pitch is considered. Usually September – November is when online media outlets look for products for their gift guides, so plan accordingly.
By identifying the right gift guides for your products, you can increase your chances of getting featured and generate valuable holiday press. Remember to tailor your pitches to each guide and showcase why your product is a perfect fit for their audience.
2) Pitch to Editors and Bloggers for Holiday Gift Guides
Pitching your products to editors and bloggers is a key step in getting featured in holiday gift guides. These individuals have the power to showcase your products to their audiences and can help generate valuable media mentions and holiday press. Here are some strategies to help you effectively pitch to editors and bloggers and increase your chances of getting featured.
First, research the editors and bloggers you want to pitch to. Take the time to understand their writing style, the types of products they typically feature, and their audience demographics. This will allow you to tailor your pitch specifically to their preferences and increase the likelihood of getting their attention. A platform like Media Leads can help you with your research.
When crafting your pitch, make sure to personalize it and highlight why your product would be a great fit for their gift guide. Editors and bloggers receive numerous pitches every day, so it's important to stand out. Mention any unique features or benefits of your product that would resonate with their audience. Show that you have done your research and genuinely believe that your product would be of interest to their readers.
In addition to a personalized pitch, consider offering a sample of your product for them to try. This can give them a hands-on experience and make your pitch more enticing. If you have any compelling customer reviews or testimonials, include those as well to showcase the positive experiences others have had with your product.
When reaching out to editors and bloggers, be respectful of their time and follow any submission guidelines they have provided. Keep your pitch concise and to the point, while still conveying the unique value of your product. Be professional in your communication and make sure to follow up if you don't receive a response after a reasonable amount of time.
Remember, pitching to editors and bloggers is just one aspect of your ecommerce PR efforts. Don't be discouraged if you don't get a response or if your product isn't featured in every gift guide you pitch to. Keep refining your pitch, building relationships with influencers, and exploring other avenues to increase your visibility and drive sales during the holiday season.
3) Create Great Branding
When it comes to getting your products featured in holiday gift guides, having great branding is essential – this includes your website, product packaging and social media presence. Your website is where editors from various media outlets go to learn more about your products and to see if your products and branding would make a great fit for their gift guide.
OprahDaily.com, for example, features gifts with brightly colored packaging, while the New York Times is more likely to feature gifts that are more timeless and appear to a broader audience.
Use high-quality images that showcase your product from different angles and provide close-up shots of any unique features. Consider including lifestyle images that demonstrate how your product can be used or incorporated into daily life. Remember, people often shop with their eyes, so visually appealing product images can make a big impact.
In addition to visuals, your product description is also crucial. Use compelling language to highlight the key benefits and features of your product. Think about what sets your product apart from competitors and emphasize those unique selling points. Be specific and provide enough information and wse bullet points or subheadings to make the description easier to read and scan.
Another important aspect of great branding is customer reviews. Positive reviews not only provide social proof but also show that your product is loved by others. Encourage customers to leave reviews by offering incentives or discounts. Display these reviews prominently on your product page to instill trust and confidence in potential buyers. You can use a tool like Proof to gather customer testimonials and place them throughout your website.
Lastly, make sure your product page is easy to navigate and understand. Use clear headings, bullet points, and concise copy to convey important information. Include sizing charts, product dimensions, and any other relevant details to minimize any confusion or uncertainty.
By having great branding, you increase the likelihood of getting media mentions and holiday press.
4) Leverage Social Media Platforms
Social media platforms can be powerful tools for getting your products featured in holiday gift guides and generating valuable holiday press. With the right strategies and tactics, you can effectively pitch to the media and increase your chances of getting your products noticed. Here are some ways to leverage social media platforms for maximum impact.
First and foremost, establish a strong presence on social media. This includes creating profiles on platforms like Instagram, Facebook, and TikTok. Consistently post engaging and visually appealing content that showcases your products in a holiday-themed context. Use high-quality images, videos, and compelling captions to capture the attention of your target audience and potential gift guide editors.
Once you have built a following on social media, use it as a platform to announce and promote your products being featured in gift guides. Share the good news with your followers and encourage them to check out the guide. This can create buzz and excitement around your products, which can increase visibility and generate additional holiday press.
Additionally, engage with influencers and bloggers on social media. Follow them, comment on their posts, and share their content. Building relationships with these individuals can lead to collaborations and opportunities to get your products featured in their gift guides. By showing genuine interest in their work, you can establish rapport and credibility, making it more likely for them to consider your products for their guides.
Social media platforms also provide opportunities for user-generated content. Encourage your customers to share photos and reviews of your products on social media using a specific hashtag or by tagging your brand. This can create a sense of authenticity and social proof, making your products more appealing to gift guide editors and potential customers.
5) Offer an Affiliate Program
Offering an affiliate program is no longer just a clever way to incentivize people to promote your products, it is now a crucial factor in getting media coverage. The media landscape has shifted drastically over the years, and with the rise of social media influencers and content creators, affiliate marketing has become an integral part of any marketing strategy. It’s no surprise then that major media outlets have taken notice of this trend and added affiliate marketing as a revenue model. This means that they are more likely to mention and link to products that have an affiliate program.
The reason for this is simple, the media wants to make money too. With print media slowly fading out, online media has become the go-to source for people looking for news and information. But online advertising revenue isn’t enough to sustain most media outlets. Therefore, they’ve had to look for other ways to monetize their platforms, and affiliate marketing has been a great solution.
Affiliate programs allow the media to earn a commission for every sale made through their referral links. This has proven to be an effective way for media outlets to make money, while at the same time providing valuable content for their readers. As a result, these media outlets are now more likely to promote products that have an affiliate program.
By offering an affiliate program, companies are not only incentivizing people to promote their products but are also making it easier for media outlets to do so. By having an affiliate program, companies are essentially providing media outlets with a ready-made referral link that they can use in their articles. This saves the media outlet time and effort, making it more likely for them to promote a product with an affiliate program rather than one without.
If you don't yet have an affiliate program, we recommend Shareasale. You can also check out this post about starting an affiliate program for your ecommerce store for even more resources on how to set up an affiliate program.
Offering an affiliate program is no longer just an added bonus, it is a must when it comes to getting media coverage. With most major media outlets now using affiliate marketing as a revenue model, companies without an affiliate program risk being left behind.
Getting your products featured in holiday gift guides can be a valuable asset to your business. With careful research and planning, coupled with strong relationships with influencers and journalists, you can increase your chances of securing a spot in these coveted guides. It’s essential to remember to showcase the uniqueness and value of your products, highlight the features that make them stand out, and offer a solution to potential customers' holiday shopping dilemmas. With these tips and a bit of hard work, you’ll be on your way to having your products featured in gift guides and reaping the rewards of increased visibility, brand recognition, and sales during the festive season.
To get started with holiday gift guides, consider signing up for Media Leads.