Margie Zable Fisher
couple of years ago, one of my clients was
featured in the December "O List" of Oprah Magazine
Holiday Gift Guide.
That one placement led to hundreds of thousands of
dollars of sales. While that is obviously a "home run" in the product
publicity world, one thing is for sure: Holiday Gift Guide placements lead
What are Holiday Gift Guides?
They're those product roundups you see everywhere in the media during
fourth quarter, with recommendations for great gifts to buy.
If you sell products, and fourth quarter sales are important to you,
this information is critical:
Top magazines accept product submissions for fourth quarter Holiday
Gift Guides during the summer. Once their summer deadlines have been
reached, they are no longer open to product Gift Guide submissions.
After getting thousands of product publicity placements, I can share
with you five ways to make your product irresistible to the media for
fourth quarter Holiday Gift Guides:
1) Offer something new.
Even if you have no new products this year, you can create something
new, by bundling several products together as a gift pack or offering
a travel size option. And if you do have something brand new, lead
with that product. The media always want to feature the newest thing.
2) Provide something colorful.
Check out top magazine Gift Guides and you'll find they are all
consistent in one way –
they're colorful. Art Directors have lots of
input on Gift Guide choices, so give 'em what they want. If your
product itself isn't colorful, use colorful packaging, or photos with
3) Help others.
Some Gift Guide editors require that items included offer a percentage
back to a charity. Others ask that you offer readers an exclusive
discount on your products. Provide these, and you'll be ahead of the
pack that doesn't want to provide these offers.
4) Consider changing your price
point. Most Gift Guides are
broken down by category: Under $10, Under $25, Under $50 and Under
$100. So if you have a product that is $10.99, lowering it to $9.99
makes it available for pitching in the Under $10 category, which
generally increases the chances of media coverage (the media is always
looking for great, really inexpensive products).
5) Provide great photography.
One of the biggest mistakes I see with product companies is offering
so-so photos of products. The media usually see a photo of the
product before the actual product, and a great photo can make the
difference between interest and no interest.
For more information on how you can pitch the media (or have us do it)
in an affordable way, please
Zable Fisher is president of Zable Fisher Public Relations,
and author of the Do-It-Yourself Public
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