Seasonal pitching for the key gifting seasons is critical for gift companies. When doing these time-sensitive pitches you need to be sure of the “lead times” of the mags and blogs you are targeting. Lead times means how far ahead a publication works. Some magazines (monthly) work to create content two to four months in advance of publication, so pitching Easter starts at the end of December / beginning of January!
You need to plan your pitch in advance and give the publication plenty of time to feature it in a relevant edition and generate the maximum coverage across blogs, online gift guides and print mags. Here is a quick reminder about lead times:
- Long Lead date: Quarterly, bi-monthly and monthly glossy magazines regularly work between 2 and 5 months ahead of seasonal events. It’s very important to have your high-res seasonal images available for journalists to download this far in advance.
- Short Lead date: To get press coverage for the weekly magazines and daily newspapers, we recommend having your images ready to download 1 week to 2 months prior to the season/event.
Focus on your images
Ensure you have plenty of high-res images Easter-related, whether it is decorations, gifts, pastel coloured products etc. If you have an image library on Press Loft, definitely ensure you have everything uploaded ready for journalists to browse.
Get your images cut out
Look at getting some of your images deep etched if you haven’t already, as this is the most common image style for gift guide features.
Don’t forget to update your product keywords on Press Loft appropriately to include words like Easter, bunny, eggs, gift, present, gift for her, gift for him, foodie etc.
Send a press release
Send a Easter-related press release to journalists; that may be a gift guide or a Easter trend, or shout out about new products that are arriving just in time for Easter.
If you don’t have new products to promote, this doesn’t mean you have to miss out on utilising our press release service, journalists also love specific gifts category ideas like “Easter gifts Under £20”. Easter also falls on a long weekend so any press releases on entertaining or Easter party decorating would also be a good idea.
Dining and decorating
Don’t just think decorations and chocolate when working on your Easter PR – all things dining and entertaining are popular for features around family related occasions.
Ensure all your product images on Press Loft have prices saved in the pricing field. You’ll notice every product feature in magazines will show a RRP, so having this info readily available for journalists will make inclusions in features easier, and will help when journos are searching via price points on Press Loft.
We’re always here to give brands a helping hand too, so if you have some questions about securing maximum results this Easter please don’t hesitate to drop us a line 🙂
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