Celebrity publicist and CEO of Tribe Builder Media, an award-winning hybrid digital PR agency based in Los Angeles and NYC.
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Gift guides are one of the best ways to start getting the attention your product deserves. These roundups can help build brand awareness and credibility, and provide access to more readers than your current reach while still being in front of a targeted audience that matches your brand.
It’s accurate to assume that with all these benefits you aren’t the only brand looking to secure a spot on those holiday wish lists, especially with Christmastime being the most widely shopped-for occasion of the year. However, if you want to ensure your place on this year’s lists, you’ll need to pitch the right way, at the right time and to the right person.
Where To Pitch Your Product
Start by making a list of the media outlets your target market reads, listens to and trusts. In that list, include media outlets that have done gift guides or roundups with similar products in the past. To find them, you can do a quick Google search with related keywords to your product—“best XYZ,” etc. Only include publications relevant to your product and the publication’s audience. For example, if you want to promote a running product, Bloomberg will not be a good fit; however, Runner’s World or Men’s Health might be.
I’d also recommend signing up for HARO alerts as a “source.” You’ll get emails with reports requesting pitches on various topics related to your expertise.
Who To Pitch Your Product To
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You’ll need to do research to find the right editorial contacts to pitch your product to. You are looking for editors, sometimes staff writers, and contributors. Check for journalists who’ve published lists in the previous years or who are already writing about your niche. You may be lucky enough to find a magazine with a shopping editor or product editor.
So now that you know who you are looking for, you can find these people via LinkedIn, or sometimes publications will have a “meet the team” page that lists the editorial team and their contact information. Many journalists also keep their emails on their public Twitter and Instagram accounts.
How To Pitch Your Product
If you’ve vetted your media list properly, you shouldn’t need to write more than two to three short paragraphs for your pitch. If journalists are interested, they will contact you for more information. Make your pitch concise and to the point, and include any highlights that set you apart from the competition.
A good subject line is usually what makes the difference between someone clicking on or ignoring an email. Keep your subject line between five to seven words, including keywords that align with that journalist.
How To Leverage Your New Product Placement
Now that your product has been placed in a magazine, you’ll want to leverage this win as much as possible! Create a custom branded graphic showcasing your win to share on your social media platforms and run targeted ads to the social post for more traction and engagement. Next, add the publication’s logo to the “As Seen In” section of your website.
Pro Tips
1. Include your media kit in your pitches. These are great places to include links to your website, social media accounts, downloadable images that journalists can use, and a great place to add things like bios and “as seen in” messaging. These are all items that often bulk up pitches.
2. Put together an unboxing experience for the editor. A great way to stand out is to offer an experience showing your effort, giving insight into your brand and making your contact information accessible. It can take up to four months or more from the time you pitch your product to when it makes an article roundup.
3. Christmas isn’t the only time of year for gift guides; other major shopping holidays include Father’s Day, graduations, etc. Compile a list of holidays (where gifting is common) where your product would fit well, and repeat the above steps in this guide. Start the process at least three months in advance of the actual holiday (giving more lead time for busier times of the year).
Remember, give reporters plenty of time to get your product on their gift lists. It’s okay if you can’t send every reporter you pitch one of your products; just be sure to include beautiful professional hi-res images. And splurge on professional product photographers—it will be worth it because people are buying your products based on the images they see. Good luck!
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Author: Danielle Sabrina, Forbes Councils Member
