Gift guide season is here! Put together by editors from various media outlets – from print magazines to blogs, gift guides are a compilation of their recommendations on what products their readers should buy as gifts. This makes December one of the most competitive times of year to secure editorial coverage – because everyone in every product industry – wants to be included.
For example, this year, we were able to secure a significant amount of gift guide coverage for decor client HORNE in a variety of publications from print publications such as Lucky, Marie Claire and Vanity Fair to online mentions on The Daily Best and Fashionologie – all of which help bring readers to their website for holiday shopping.
Holiday gift guides can be a vital component to garner awareness during this time of year. While holiday pitches for print pubs are best made months in advance, there is still opportunity online, particularly on blogs.
Different media outlets work at different speeds. For instance, print magazines work up to six months ahead, while online outlets may not think about the holidays until a month or even weeks prior.
Prior to reaching out to any media outlets, read the publication that you’re reaching out to, find out the best editor to approach and ensure that your
pitch is appropriate.
Make sure the subject line of your pitch includes “holiday gift guide.”
Spend time crafting your pitch. Within the pitch, keep it short and sweet, but include highlights of what you’re featuring. Prepare to have photos, retail info, linesheets, etc. on hand.
Have at least 2-3 samples ready to go. Editors may need items within 24 hours or less, and you will want to be able to meet their request promptly.
Do you have professional hi-res images? These are imperative, especially for outlets who may not have the time or resources to shoot a sample of your product, but simply want to use hi-res photography in the layout. For print, make sure they are 300dpi and shoot on a white background for best results.
Price is a concern for everyone in this economy. If your brand has a variety of price points, know what products fit for different budgets. Editors may be working within certain price points (ex. under $50), and you will want to be able to quickly respond with a product that works.
Think about breaking down your offerings into different categories, so editors can easily spot where your product might fit into their gift guide. Examples: eco-friendly, celebrity favorites, or by price.
Allow yourself at least a week before following up with the editor. Then, feel free to send a gentle reminder about your offerings to see if there is any interest. If you don’t receive a response after that, the product may not have been the best fit for their guide this year.
If an editor does feature your product in a gift guide, send them a thank you email – or even via social media!
Featured image courtesy of Max Wagner Photography. Design courtesy of Yazmina Cabrera, Girl with a Banjo.
