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Christmas fever - all hail the Christmas consumer
Posted by Acumen Republic on Thursday, 06 October 2011 0 Comments
It's only October, but Christmas decorations are already on sale and the big jolly man in red is making his list, checking it twice and figuring out who has been naughty or nice.
It has been a busy year at Acumen Republic, and we are well aware that the silly season is approaching fast. Now is the time to think about how we are preparing ourselves, and our clients, for the office shutdown, and consider the best way to maximise the coming months.
Christmas time and the following summer months are great for consumer PR. It all starts in the lead up to the holidays when consumers are typically focused on what gifts to buy their friends and families, and where to buy them. Which supermarket will we go to for our Christmas dinner, and are we having chicken or turkey, lamb or beef?
What a great time to utilise the media to promote our clients' brands! Ironically, though, the time when most of our clients shut down is the exact time when most of their consumers are listening.
The first and most important step to successful Christmas and summer campaigning is planning. Magazines, in particular, start to plan their content months in advance.
The opportunities are plentiful, from gift ideas and Christmas recipes to holiday destination advice and getting your body fit for the beach.
Opportunities to consider for consumer PR when New Zealanders and Australians are in holiday mode generally fall into these categories:
· Giveaways
· Product reviews
· Thought leadership pieces /by-lined articles
· Lists: Gift lists/wish lists/what's hot lists/what's on lists
· Case study features.
But it's not just about getting in early. Pitches and press releases need to be well written and polished, answering all the questions a journalist could ask, while being precise, punchy and fresh!
Each year, our consumer PR team discusses with our clients which media targets best align with their offerings, and agree packages, prizes and valuable summer insights that will add value to the reader and the loyal consumer.
What is special about this year? Understanding the environment and your consumer
Journalists of lifestyle titles are inundated this time of year with products to fill their glossy pages ? the trick is getting cut-through.
Reflect on 'the year that was' and build your insights into your planning.
Are your consumers suffering from rugby fatigue, earthquake fatigue or election fatigue? Are they focused on saving money or saving the environment? Are they holidaying on the beach or in the city?
Like any time of year, it is important to get under your consumers' skin and understand where they are spending their time.
Are they on a beach in Queensland holding Cleo magazine up high to block the sun? Are they outstretched on an Air New Zealand Sky Couch bound for France with their glass of Pinot Noir resting on their copy of Kia Ora magazine?
Or are they elbow-deep in the garden, weeding away the stresses of the year with National Radio's Summer Noel series keeping them company?
Wherever they are, one thing is certain ? consumers have more time than they've had all year to indulge in their favourite media.
To cut a long story short ? working collaboratively with your marketing or PR agency and getting a head start on the silly season is the ticket to good Christmas and summer coverage and kicking off 2012 with a bang.
By Bernadette Stevenson, Senior Account Manager
and Ashleigh Lambert, Account Executive
Acumen Republic
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