Alt Title: Why Does my Publicist Insist on Seasonal Gift Sets?
By Melissa A Vitale
With today’s consumer demands for alluring branding, packaging and a superior quality, it’s already a tremendous feature to bring an entire product collection to market. Which is why it’s understandably discouraging when a publicist says, “well, we need a gift set,” in regard to making a splash in seasonal Gift Guide Coverage.
There are so many stand-alone products that are included in gift guides that a lack of gift sets isn’t exclusionary overall. For publications creating evergreen product roundups however, editors want to focus on items that are more gift-centric to switch up their offering of product recommendations.
There are many gift-guide stories that exclude single products and require some type of gift set. Gift sets can help widen the spectrum of seasonal gift recommendations stories a product can be included for.
Looks Better on the Page
From blogs and social media to print and broadcast, each gifting season there thousands of gift guides written. Especially with affiliate marketing driving SEO with revenue for the publication, outlets want their gift guides to perform well. In order to do that, they want to pick the most exciting gifts for their readers. They want something that looks good on a page. Sure, you may have the best product shots money could buy, but standing next to a deluxe gift-set from a luxury spa brand, it doesn’t have the same wow-factor.
Putting the Reader First
Someone may be the type of people to source souvenirs from a trip for the perfect gift for loved ones, but not everyone has the time or capabilities to thoughtfully gift everyone on their list. When someone is looking at “Gift guide for Coworker, Mother-In-Law, etc.”, they are hoping for a quick-fix suggestion with a one-stop-shop link.
Consumers [& Editors] Love Convenience
Consumers want ease. Single products don’t always carry that wow-factor and are often put as part of a larger gift. The 2020 pandemic showed us that we may not always be giving our gifts IRL. Pre-made sets are not only effective for brightening the day of your recipient but also easy on the consumer.
Gift Season is Special
From an editor’s standpoint, it really is a PR gimmick to take the same product they would recommend for a singular purpose and rebrand it as their top pick for a Mother’s Day Gift, unless the product alone has the size, function and price to be a standalone gift (think appliances/electronics, jewelry, designer bakeware – big ticket items as we call it). But when we’re talking about CBD, cannabis & Sex, a single ashtray may be included in a Stocking Stuffer round up but not a Forbes Ultimate Gift Guide. A gift set that is unique to the season makes it more special than just something they picked up.
Mother’s Day Gifting can be sourced as early as December the year previous, while Holiday Gift Guides can start as early as the preceding summer. Planning is going to be your best friend to ensure you can maximize your gift season coverage.
Keep your publicist in the loop as you plan for gift guides as we have our ear to the ground for what editors and their readers are finding most noteworthy.
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Melissa A Vitale Public Relations
A public relations agency specializing in brands and startups in artificial intelligence, sexual wellness and legal cannabis.