The holiday season represents a huge opportunity when in comes to selling your product or service. According to the National Retail Federation, “in 2010, holiday sales increased 5.2% to $452.9 billion. And that’s just retail. Just about any business or service can utilize the holidays to boost sales. We generally think of the season boosting sales of clothing, jewelry or electronics, which it does, but those are just the obvious ones. If you’re in the FBI or CIA, you might have some trouble developing a holiday pitch, but generally there is going to be a way that you can pitch your business, product or service during the holiday season.
By branding yourself as well as your business, you set up a two-pronged marketing campaign. By establishing yourself as an expert in your field, you become the authority, the go-to person in your particular arena. This type of validation will then extend to your product or service. That is what made Steve Jobs so immensely valuable to Apple. Love him or hate him, people saw him as the innovator, as the one who changed the field, the one who came up with the most interesting and exciting products. The one they could trust.
It’s important to know what your prospective client’s needs are and how you can meet them. Focus on how you can solve their problems, not on singing the praises of your company. This sounds easy, but it can be tricky. Does your marketing address your accomplishments or your client’s needs? Once you answer that question, you’ll know what changes you need to make. Focus on your clients, and you’ll never go wrong.
A PR campaign is not a business fire sale or a fly-by-night marketing approach. It is a consistent, systematic approach to reaching your target market, building your brand, establishing your expertise and gaining validation and credibility.
The media’s not interested in being sold; it’s interested in finding new, unique and compelling stories – that meet their specific needs. That is something most companies and (to be honest) PR firms, generally forget.