As the holiday season approaches, product PR becomes more important than ever. Competition from major brands, standing out from the crowd, and capturing people in a buying mood are all great reasons to do product PR during the holidays.
Now you might ask, “which holiday season do you mean?” The answer: whatever holidays are most important to your company or brand.
There are a few key reasons why product PR is so important during the holidays, and why Avaans is now offering Product PR Holiday Sprints.
Competition from Major Brands
Most of your competitors won’t invest in holiday PR, but if you do, it gives you a considerable edge when people search for your brand or product. This is especially true if you are a challenge brand or you have a new product to launch.
You simply can not outspend the major brands with advertising, but using PR evens the playing field a bit, especially since a lot of journalists prefer to showcase smaller or boutique brands, or at the very least want to include one as an alternative to more well-known brands. It’s also an opportunity for smaller brands to showcase diverse founders too, something big brands just can’t do.
Ever since iOS14 rolled out, which allows consumers to opt out of allowing apps like Facebook and Instagram to track browser history, CPG and DTC brands have seen a considerable decrease in ad effectiveness. And to make matters worse, the massive brands have far more data and the ability to buy ads on a multitude platforms, so it’s nearly impossible to compete during the holidays when digital advertising costs surge.
In contrast, when you secure PR beside major brands in holiday gift guides, your brand receives a trust bump, so you’re benefitting from all the brand recognition of the larger brands, alongside the brand recognition of the outlet.
People are in the Buying Mood for Product PR
First, people are generally more receptive to marketing and advertising during this time of year. Holiday PR is an ideal way to capture people when they’re in the mood, and in the moment.
The average person spends $1,463, during the holidays (Deloitte Holiday Survey)
There are a few things that contribute to this increase in spending. People buy gifts for their friends and family, which means they’re more likely to pay attention to new to them products that might make great gifts. And finally, people tend to spend more on themselves during the holidays – maybe they buy a new outfit for a holiday party or get a massage to relieve stress.
Less than half of consumers are worried about higher prices on discretionary purchases (National Retail Federation)
Stand Out from the Crowd with Product PR for the Holidays
The holiday season is a busy time for everyone, so standing out from the crowd is essential. And that means meeting your consumer where they’re at. Consumers are searching for gift ideas and they value gift guides because they trust journalists to test the products (they do). 99% of products never receive any press, by simply securing press, you’re already standing out. And you can leverage your press all year long.
Avaans Media now offers PR Product Sprints. Designed for CPG and DTC brands, these micro PR campaigns are perfect for brands with ambitious plans, but not ambitious budgets.