But for marketers and brands, it’s never too early to start thinking about the upcoming gift-giving season. In fact, for performance outdoor brands, late summer and early fall are the perfect times to begin planning for Black Friday and the Christmas season — and to start working to secure your spot in the holiday gift guides that many publications, websites and other media outlets are already starting to put together.
5 reasons to start your holiday gift guide preparation early
There are a number of best practices to consider when looking to land your brand’s product or service in a holiday gift guide, and timing is clearly a key factor. Consider these five reasons that starting in the late summer/early fall (or even earlier) can increase your outdoor adventure brand’s chances of landing a coveted spot in a holiday gift guide:
1. Many publications are already in the gift-guide prep process
Many publications are already deep into their gift-guide planning/preparation process well before the holiday season begins. That is perhaps the most compelling reason your active lifestyle brand must start early when looking to secure product placement in a holiday gift guide. Leading magazines, newspapers, websites, and blogs often begin planning their holiday content as early as mid-summer to ensure they have ample time for product selection, testing, photography, and layout design. By starting early, your brand can align with these timelines, increasing its chances of being featured. Latecomers might find that editorial calendars are already set and that prime spots are taken, reducing their chances of gaining valuable exposure. Additionally, editors often appreciate the foresight and preparation demonstrated by early submissions, which can foster positive relationships and lead to more frequent future placements.
2. You can get your assets in order
Starting early also gives your outdoor enthusiast brand the crucial time needed to optimize its marketing assets, helping ensure you present your products and/or services in the best possible light for holiday gift guides. This includes securing high-quality images, crafting compelling product descriptions, and creating engaging promotional materials that highlight the unique features and benefits of your brand’s offerings. With ample time, your brand can also gather and incorporate customer testimonials, conduct product demonstrations, and refine its messaging to most effectively resonate with the holiday spirit and the specific audience of each publication.
Moreover, early preparation allows for thorough quality control, helping you ensure all of your brand’s marketing materials are polished and error-free, which can significantly impact an editor’s decision to feature your product or service. By taking these steps well in advance, your brand not only increases its chances of being selected for gift guides but also sets a professional tone that can enhance its overall reputation. This strategic approach helps create a cohesive and compelling brand presentation that stands out amid the holiday rush, helping you make a lasting impression on editors and potential customers.
3. … and the opportunity to ship samples (before the flood)
Another important reason for your outdoor brand to begin its efforts early when securing product placement in holiday gift guides is the opportunity it provides to ship samples before the seasonal rush. By initiating contact and sending samples well ahead of the holiday season, your brand can ensure its products are thoroughly reviewed and considered by editors and influencers who are inundated with pitches and packages as the holidays approach. Early sample submission allows for a more thoughtful and detailed evaluation of the products, which can translate into more prominent and favorable placements in the gift guides. Additionally, shipping early helps avoid the logistical delays and challenges that inevitably arise during peak shipping times, helping ensure that samples arrive in perfect condition and on time. This proactive approach not only boosts the likelihood of inclusion but also demonstrates your brand’s reliability and preparedness, key traits that editors and influencers appreciate and remember for future collaborations.
4. You’ll have a better shot at getting journalists’ attention
Starting early gives your active lifestyle brand a better chance to get media interest, particularly during the summer slow season when media activity can often be diminished compared to other times of year. During these quieter months, journalists and editors often have more bandwidth to thoroughly review pitches and samples, allowing your brand to stand out more prominently than during the bustling holiday prep season. By reaching out early, your brand can take advantage of this period when media professionals are more receptive and less overwhelmed by the influx of holiday pitches.
Engaging with journalists early not only increases the likelihood of your product being noticed but also allows for the development of stronger relationships with key media contacts. This proactive approach can lead to more in-depth coverage, as journalists may have more time and interest to explore your brand’s story and offerings in greater detail. Further, being early in the game positions your brand as organized and forward-thinking, qualities that journalists and editors appreciate and remember.
5. Starting early allows for ample follow-up time
In addition, an early start allows your outdoor enthusiast brand ample follow-up time, which is critical for ensuring your pitches are not lost in the shuffle when trying to secure gift guide placement. Once initial outreach is made, timely and strategic follow-ups can help keep your brand and its products/services top of mind for editors and journalists. This ongoing communication is important for addressing any questions, providing additional information and reinforcing the value of the products/services being pitched.
Ample follow-up time also provides your brand an opportunity to build rapport with media contacts, which can lead to more personalized and favorable coverage. It allows you to adapt your pitches based on feedback and make necessary adjustments to meet editorial needs. Further, persistent yet respectful follow-up can help distinguish your active lifestyle brand from others, demonstrating dedication and professionalism. By starting early, your brand ensures it has the luxury of time to engage in these meaningful interactions, significantly increasing your chances of securing valuable placements in competitive holiday gift guides.
Elevate all of your marketing content — with help from TBA Outdoors
From gift guides, blog articles and emails to videos, social campaigns, display ad messaging and beyond, the data-driven content strategists at TBA Outdoors are here to help you meet and exceed your content marketing goals. As a professional content marketing agency staffed by outdoors-obsessed copywriters, videographers, social media managers and more, we know the subject matter and the outdoor consumer well — and we know how to hit the KPIs that matter most.
Further, our fully integrated marketing firm can cover all of your adventure brand’s marketing needs — all in one place. Whether you’re looking for help in areas like content strategy, research, analytics and branding strategy or need assistance with creative, social media, e-commerce, public relations, video production and more, we’ve got you covered. To explore how we can help your outdoor enthusiast brand elevate the effectiveness of all of its marketing efforts, contact us today.
