Retail PR & Digital Marketing

How to Leverage Press Before the Holiday Buying Season

ChicExecs Co-Founder and Co-President Kailynn Bowling shares how to leverage press before the holiday buying season on Inc. blog. Here is an excerpt from the piece.

All of your competitors are vying for a slice of shoppers’ attention, so make your news features count. Follow these tips to amplify your past press coverage during your holiday campaigns.

Turn press into paid ads.

Are you running paid ads this holiday season? Costs usually jump during the competitive holiday rush, so you need every advantage you can get to decrease your advertising expenses.

Fortunately, your past press coverage can help you turn more heads for less advertising spend. Take your highest-performing ads and tweak them to mention your press features. You can even try a new ad variation that focuses on the news feature itself; something like “As seen on Good Morning America” should stop folks mid-scroll.

Mention features on your holiday packaging.

Packaging changes can be expensive, but if you’re already planning on changing your product packaging for the holidays, remember to add your press features. This is a great way to build credibility and turn more heads when people are shopping both in-store and online.

Brag IRL.

If you earned a feature on the Today Show, you should brag about it! If you have a physical storefront or product display, be sure to adjust your signage so it mentions your press features. Storefronts are full of distractions, but a press feature can definitely persuade shoppers to consider your products.

Shout about it on social.

You might have already bragged about your feature on social media, but a one-time post isn’t enough to boost your holiday sales. Make a plan to share your media feature regularly across social media. You can use apps like Tailwind or Missinglettr to amp up your reposts during the holidays.

Tell your existing customers.

Shopper retention matters just as much as shopper acquisition during the holidays. Since your shoppers already know and respect your brand, telling them about a media feature could nudge them into making more purchases.

Announce press features on your website.

There’s a good chance that shoppers, other media outlets, and influencers will check out your website before engaging with your brand. Make sure you put your best foot forward; add your press feature to your website’s press page.

To read Kailynn’s entire Inc. blog, click here.


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