four winning strategies for holiday pitching
TRANSCRIPT
FOUR PITCHINGTIPS FOR HOLIDAYGIFT GUIDES
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While most Canadians are still enjoying thelake in its liquid form, summertime is whenPR and marketers turn their thoughts to icycold winter.
Holiday pitching and planning is in full swingalready as media outlets prepare shoppingguides and seasonal issues now and editorsand advertisers are seeking exciting productsto share with their readers, four months fromnow.
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Don’t panic just yet – you’re not quite late.But do consider these tips before you press‘send’ on that holiday pitch.
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Check the time Do your research
FOUR PITCHING TIPS FOR HOLIDAY PITCHING
Make it visual Pitch a themed setof products
Find and read each publication's editorial calendar,which can be found either independently on theirwebsite or within a media kit
Keep in mind that editorial and advertisingdeadlines might be different
1. CHECK THE TIME
The PR blitz generally starts in July and goes allsummer. There is no such thing as pitching tooearly.
- Eric Velland Freelance Writer, Former Food Editor at House and Home
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Gift guides are unique within publications and cansometimes have their own managing editor. Knowexactly who these people are!
Know what kinds of products each giftguide highlights (e.g., tech could meanmobile, gamer, kitchen and/or wearables)
Be sure to know all in the ins-and-outs of your product before you shipone out
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2. DO YOUR RESEARCH
Make good use of a digital media kit here - they werepractically invented just for this purpose
Consider the way your product sample ispackaged before shipping it out (e.g., colourof tissue paper, inside of box, product one-sheet within the sample)
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3. MAKE IT VISUAL
[I prefer] a lookbook orcomprehensive email that’s wellthought out and has a lot ofphotography in it.
- Caroline Youdan, Associate Editor, Toronto Life
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Know what kinds of gifting groups exists (e.g.,"stocking stuffers for him under $10")
Pitching a potential gifting groupdemonstrates your understanding ofhow gift guides are compiled and mayinspire some editorial love
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4. PITCH A THEMED SETOF PRODUCTS
Gift guides are a goldmine for PR & marketingpros, but only if your client’s products make itinto those most valuable pages.
To learn more, download Cision's free 2016Holiday Pitching Kit
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