Although holiday marketing seems to be synonymous with retail, it’s equally important for other businesses. Whether you’re an attorney, an accountant, a physician, a psychotherapist, a nutritionist or a business coach, there is not a more effective time to launch a PR outreach campaign than during the holiday season.
1) According to the National Retail Federation, retail industry sales for the 2011 holiday season season increased 4.1 percent, year-over-year, to $471.5 billion. That beat expectations of 3.8 percent growth.
2) For some retailers, the holiday season can represent anywhere between 25-40% of annual sales.
But don’t just think retail when you think of holiday sales or holiday-marketing. It‘s a common misconception that only retailers can benefit from holiday-oriented public relations and marketing. The truth is that it’s vitally important for any business, company, profession or service to implement an effective marketing and media relations campaign well before and during the holiday season. . Although holiday marketing seems to be synonymous with retail, it’s equally important for other businesses. Whether you’re an attorney, an accountant, a physician, a psychotherapist, a nutritionist or a business coach, there is not a more effective time to launch a PR outreach campaign than during the holiday season. Although the season officially runs from Halloween to January 1st, your best bet is to start your marketing outreach in September or early October.
Why should non-retailers market themselves for the holidays?
A) The last quarter of the year presents unique opportunities to get your story out to the media.
B) The holiday season is also a period when the media is looking to run articles and segments on gift giving stories.
C) Marketing during the fourth quarter also offers you an opportunity to further establish your brand for the New Year.
How can non-retailers market themselves for the holidays? The following are some suggestions:
A) If you’re a primary care physician, consider pitching the media stories on staying healthy for the holidays. Offer stories on how to stave off colds and flu during the holiday season and how to best treat them if you happen to get sick during the holiday season.
B) If you run a hair salon, consider developing a pitcharound creating the perfect look for holiday parties. Come up with and name some holiday hairstyles for parties, gatherings and how to discover your new look for the upcoming year.
C) If you’re a trainer, or fitness expert come up with a holiday travel workout pitch, or a new look for the New Year pitch.
D) If you’re a psychotherapist, come up with a media pitch around coping with holiday stress or beating the holiday blues.
Remember the holiday season is one of the most effective times to launch a media relations and marketing campaign. Give it some thought and you’ll be surprised at the public relations stories and angles you’ll come up with. You’ll be even more surprised by the interviews and media coverage you can garner.
Copyright © Anthony Mora 2012
“Successful Marketing for the Holiday Season.” Photo. Snapt. 18 Nov. 2011. 11 Oct. 2012.<http://www.snapt.com/index.php/successful-marketing-for-the-holiday-season>