‘Tis the Season to Think About Holiday Media Coverage
July 10, 2024
GUEST POST by Kaylie Easton
While we’re fresh off the July 4th holiday, for those of us focused on product publicity, the summer fun means switching gears to get ready for the biggest season of shopping and media coverage – the Q4 holidays.
I recently wrote an article for The Toy Book titled Marketing Memo: Looking Ahead to Holiday Media Coverage, offering advice for toy and game brands of all sizes to lay a solid foundation for fourth-quarter editorial opportunities. You can click over to read the full piece, but here is a snapshot of my top 3 tips for success:
- Integrate Affiliate PR
Outlets rely on affiliate links as a revenue stream, and most now require links for consideration in editorial coverage from listicles and product roundups to gift guides and reviews. Many outlets have even launched their own shopping sites, such as AP Buyline, USA Today’s Reviewed.com, Forbes Vetted, TIME Stamped, WSJ’s Buy Side, and plenty more. Mass retailers also typically have their own affiliate programs, so you can leverage your partners here if you’re not looking to drive to your own e-comm platform.
- Turn Up Trendspotting
Tap into industry and/or pop culture trends to ignite editorial interest. Kidulting and eldertainment have paved the way to bigger conversations around inclusivity and intergenerational play for all, while a broader pop culture lens can insert your brand into hot topics and news of the day to drive unique coverage.
- Boost Your Influencer Outreach
Establish and build relationships with creators now to create meaningful and authentic opportunities to connect, turning influencers into brand advocates. Outreach shouldn’t be transactional; continue to engage with their them and their content throughout the season, too.
Happy Holiday Pitching!