Articles
Holiday Buzz
By: Ellen Galvin
Next to a circus there ain't nothing that packs up and tears out faster than the Christmas spirit.
— Frank McKinney Hubbard (1868-1930)
She got pushed down, and they walked over her like a herd of elephants.
— Media reports of shopper trampled unconscious while lunging for a $29 DVD player at Wal-Mart (2003)
It seems like every December, the media recycles its story templates of years past. Predictably, we see television reports on surreal consumer shopping frenzies while newspapers and magazines fill their pages with the latest “must-have” gifts.
Generally speaking, holidays are a terrific opportunity to get your story into the news. Except Christmas, that is. The marketing juggernaut is in full swing and it is exceedingly difficult to break through the clutter, no matter how buzz worthy your story is.
That doesn’t mean you have to adopt a “Bah, Humbug” attitude. On the contrary, reflect on your business accomplishments over the past year and use them to build a proactive buzz marketing plan for the New Year. One excellent strategy is to make your stories seasonal and, if possible, tie them into lower-profile holidays. For example:
- Was there an item that flew off your shelves unexpectedly this December? You may have an unreported trend on your hands. Repackage it as the hot item for Valentine’s Day or Mother’s Day.
- Do you make household cleaning products? Are you an organizational expert? The best time to pitch your story is in early January, when editors across the country are compiling their Spring cleaning guides. Provide people with news-they-can-use, instead of a straight product pitch, and your chances of coverage are excellent.
- Are you a CPA bombarded with last-minute, end-of- the-year tax questions? Turn your answers into a handy tip sheet to help consumers plan ahead for next year. Then distribute it to the media a few weeks before April 15th.
- Has your company adopted environmentally friendly business practices this past year? Elaborate on the challenges and benefits and offer your story as strategic advice for other business owners. Send your story to the media in time for Earth Day or Arbor Day.
There is no holiday or event too small if you have a good story to tell. We helped one of our clients with a successful campaign tied to the 229th anniversary of the Boston Tea Party.
The Bison Brewing Company in Berkeley makes the only commercially brewed sparkling alcoholic beverage in the United States that combines whole tea leaves and exotic natural ingredients. Daniel Del Grande, owner and head brewer of Bison, urged people to bring in a plain old tea bag in exchange for a free pint of his Bison Original Hard Ice Tea. The pitch was timely, fun, and different. Most important, it scored great media coverage.
Holidays and seasons are a terrific way to build buzz for your business, but it pays to think beyond the obvious.