by Jeff Denenholz
Labor Day marks the approach of several important holiday events and traditions that PR professionals can leverage for unique yearly campaigns. Yes- I’m talking about capitalizing on Halloween, Thanksgiving, Christmas/Kwanza/Hanukkah and New Year’s to create theme-based PR campaigns. You may be thinking, “What’s unique about a holiday campaign”? The answer is whether or not it’s strategic versus opportunistic. It’s true that many companies execute what I refer to as “cookie-cutter” holiday campaigns that lack creativity and relevance. These fall into the opportunistic category and make it more difficult for those of us trying to create unique and interesting campaigns. We’ve all seen examples and wondered aloud “how in the world did someone approve this content ?” “What does have to do with X holiday???”
What is the best holiday PR strategy for your company? How do you decide where to prioritize? This is often the time when JBA is brought in to determine the best strategy and planning to maximize your activities. We can help ask the right questions to better understand whether or not a campaign makes sense for your audience, budget and resources.
Here are some tips to consider:
1. Square peg in a round hole– Be honest. If your product or service really has nothing to do with an important holiday event or tradition, then don’t spend time trying to “keep up with the Joneses.” One great alternative is to create a Year-in-Review momentum campaign highlighting new products/services, customers and increased sales/revenues.
2. Pick your sweet spot– Rarely, if at all, will a product or service fit strategically with all of the holiday events and traditions. Pick the most relevant and maximize success. It’s always better to execute one very successful campaign versus several mediocre activities.
3. Be Creative– Even if you have a strategic product or service, do your best to tell a story of how your company provides a solution to a common challenge or opportunity for customers. Some solid examples include JBA clients Lensbaby and React Mobile. Lensbaby’s new Creative Mobile Kit and React Mobile’s personal safety solution provide great gifts and interesting stories for mobile photographers and students/real estate agents.
Holiday PR campaigns can be a key component of your strategic plan on an annual basis. On the flip side, a poorly timed and executed effort can be negatively received by customers, prospects and equally important, management 🙂
Happy Holidays!