Americans spent an estimated $800 on holiday gifts in 2016 with that number sure to rise in 2017. What to buy and where to buy those gifts continue to provide optimum press opportunities for consumer products and service companies.

Create Year ‘Round Relationships with the Media

Relationships established with the press are the keys to success. Take time to learn about key national, regional and target market television outlets to understand who is responsible for booking segments and how those segments work. By speaking with those producers on a consistent basis, they will get to know you and are more apt to include your brands in broadcast holiday gift guides.

Know what Producers are Looking For

If a station works only with local guests, be sure to have those connections available to go on air to demonstrate your product.  Learn what the holiday gift segments will focus on — gifts under $50, gifts for women, gifts for men, gifts for children, Made in the USA, etc. Tailor your pitch to specifically highlight items fitting into the needs of the media outlet.  When forwarding information, make sure to include a short overview, website, image, cost of product and local availability. By keeping the information concise, the producer will appreciate having all pertinent information and will be more likely to give your pitch consideration for holiday gift broadcasts.

Know what Producers are Looking For

If a station works only with local guests, be sure to have those connections available to go on air to demonstrate your product.  Learn what the holiday gift segments will focus on — gifts under $50, gifts for women, gifts for men, gifts for children, Made in the USA, etc. Tailor your pitch to specifically highlight items fitting into the needs of the media outlet.  When forwarding information, make sure to include a short overview, website, image, cost of product and local availability. By keeping the information concise, the producer will appreciate having all pertinent information and will be more likely to give your pitch consideration for holiday gift broadcasts.

 Offer an On-Air Spokesperson

Television stations will not take segments which appear too advertorial — too much like an advertisement for your product. Make sure that your brands can be part of “going down the table” — fitting into producer needs.  Work with an established on-air spokesperson to best secure your products are included in the holiday gift segment. Some broadcast outlets will prefer a local spokesperson while others will work with a national spokesperson known for consumer product or lifestyle angles.

Understand that Today’s World Includes Many Pay-to-Play Broadcast Opportunities

The world of traditional public relations outreach has changed tremendously over the past few years. Many on-air spokespeople/broadcast segment guests charge for inclusion of your product in their television appearances. Make sure to understand the broadcast to learn if, indeed, that media outlet will be beneficial for your brand. Some spokespeople travel the country and present holiday gift segments on local stations in target markets. By becoming involved in a media tour including your products insures further holiday gift guide coverage with the goal of increasing brand awareness and sales surrounding the gift giving season.

Begin Outreach Early

Broadcast outlets begin reviewing holiday gift ideas in October/November. Be prepared! Don’t miss opportunities due to late pitch outreach. Give your brands the best opportunities to be included in television holiday gift segments by conducting early outreach to targeted producers.

Wishing you success in securing holiday gift guide segments on national, regional and local broadcast outlets!