A step by step guide to Valentine’s Day Gift Guide Coverage

Valentine's Day is just around the corner, and if you’re a brand looking to gain visibility and boost sales, gift guides should be on your public relations radar.

Product placements in Valentine’s Day gift guides can be a game-changer for your brand, increasing visibility, driving sales, and introducing your products to a larger, engaged audience.

Whether you're a small business or an established brand, the process of pitching to the media may seem overwhelming—but with a well-crafted approach, you can maximize your chances of getting featured. Here's how to successfully pitch your product for inclusion in those coveted Valentine's Day gift guides.

1. Understand the Timing

It’s not too late to pitch your product for Valentine’s Day gift guides, but timing is key. Many media outlets and bloggers begin planning their Valentine’s Day content weeks or even months in advance. However, some last-minute gift guides are published in the days leading up to February 14th. To make the most of your pitch:

• Research the deadlines for your target publications.

• Aim to pitch at least 2-3 weeks in advance (ideally earlier for bigger outlets).

• Don’t be afraid to pitch last minute, especially if you have a unique offering that may catch their attention - you can always send an email to the write of a gift guide to ask if they have any plans to update it last minute.

2. Know Your Target Audience

Before you pitch, make sure you have a clear understanding of the audience you’re trying to reach. Is your product targeting couples, singles, self-care enthusiasts, or pet lovers? Understanding your audience allows you to tailor your pitch to publications that align with your brand’s audience.

• Do not be a one trick pony and send the same email to everyone. Make sure to personalise it depending on what the publication or journalist covers.

• Think outside the box of who might be interested in your product at this time of year.

3. Craft a Compelling Pitch

A successful pitch is clear, concise, and focused on what makes your product unique. Journalists are bombarded with hundreds of emails every day, so make yours stand out. Here's a basic structure for your pitch:

• Subject Line: Grab attention with a catchy, concise subject line

• Introduction: Briefly introduce yourself and your product. Why is it a perfect fit for Valentine’s Day gift guides?

• Product Highlights: Focus on the features or benefits of your product that make it stand out. Is it sustainable? Handcrafted? A limited-edition release? Explain why it’s an ideal gift.

• Call to Action: Ask if you product might be of interest. You can include high-quality photos (on a link, do not attach to the email) and relevant details (pricing, where to buy, etc.) to make sure journalists have everything they need if they want to include. Make it as easy as possible for them.

• Personalisation: Make sure to personalise your pitch to show you’ve done your research and are genuinely interested in their outlet. Include links to previous work if relevant.

4. Include High-Quality Visuals

A picture is worth a thousand words, especially when it comes to pitching for gift guides. Journalists will want to see your product in high resolution, in context, and ideally looking its best. Make sure to include:

• Product shots with great lighting.

• Lifestyle images

• Close-up images to highlight the details, packaging, and uniqueness of the product.

Bonus tip: If possible, create a press kit that includes your product photos, descriptions, and any other relevant materials. This makes it easy for editors to use your product in their content.

5. Build Relationships with Editors

Getting your product in a Valentine’s Day gift guide isn’t just about sending a cold pitch. Take the time to build relationships with editors, bloggers, and journalists throughout the year. Engage with them on social media, comment on their posts, and offer valuable content or collaboration opportunities. By the time February rolls around, you’ll already be a familiar name, making it easier to get your product featured.

• Personalize your outreach to show that you follow their work.

• Respond promptly to their inquiries and offer any additional information they may need.

6. Offer Exclusive Deals or Discounts

Many media outlets are drawn to products that offer added value, especially if it can benefit their readers. Consider offering a limited-time discount, an exclusive promo code, or even a special Valentine’s Day bundle to sweeten the deal. This gives editors an extra incentive to include your product in their gift guide and can make your offering even more appealing to their audience. Think about signing up to some sort of affiliate deal if you haven’t given this some thought already.

7. Be Ready for the Spotlight

If your product gets selected for a Valentine’s Day gift guide, congratulations! Now it’s time to make the most of that media coverage. Promote the feature on your social media channels, website, and email newsletters. Thank the media outlet for the feature by tagging them and engage with your audience. This will help build momentum and potentially drive even more sales.

Conclusion

Pitching your product for inclusion in Valentine’s Day gift guides can be a highly effective way to boost brand visibility and attract new customers. By understanding your audience, crafting a compelling pitch, offering high-quality visuals, and building relationships with media outlets, you’ll improve your chances of getting featured. Even if you're pitching at the last minute, there’s still time—so don’t delay, start pitching today and spread the love this Valentine’s Day!