You’ve worked hard to build your inventory over the last few months and now that the holidays are fast approaching, you need to bring your PR A-game. If you are scrambling for opportunities to get in front of customers, don’t worry. It’s not too late. Here are 3 last minute PR hacks to help you connect with potential buyers and break through the noise of holiday promotions on a slim budget.
Collaborate with other small businesses.
Lots of businesses are looking to expand their reach during the holidays. Teaming up with your fellow Etsy community and other small businesses to host giveaways allows you to offer a bigger value than you could on your own. Maybe you can only offer $25 in goods from your Etsy shop for a giveaway, but if 5 Etsy shops team up to each offer something for a $25 value then the shops can promote a giveaway worth $125 to their customers. When each shop shares the promotion with their followers on social media, their followers will see your items included in the giveaway and then check out your shop. Their followers potentially become your followers and eventually customers.
Donate your items to marketing events.
Donating your items for swag bags and raffles at local events and fundraisers exposes your products to high-income earners and generates goodwill for your brand. In-Kindness matches businesses with established charity silent auctions that raise money for various nonprofits. They send you a list of charities where you can choose to donate and arrange all the logistics such as delivery of the item and proper attribution of your business in event materials.
The EtsyNY team also collected donations for their swag bags at this year’s Handmade Holiday Cavalcade, an event featured in Time Out New York as one of The best holiday markets NYC has to offer and attracts 20,000 visitors. That’s a large population of shoppers who support small business.
Get into a gift guide.
While it may be late to pitch to national publishers, there’s still time to pitch your items to local bloggers and reporters for inclusion in a holiday gift guide. Connect with journalists and bloggers on Help A Reporter Out(HARO) to gain valuable media coverage for free! Source requests for product inclusions are usually listed under the Lifestyle section. Junior Baby Hatter landed a tv segment on Baby Must Haves on a local Fox News station by answering an urgent inquiry on HARO.
The EtsyNY team also features members in video gift guides for major holidays including Mother’s Day, wedding season, and Christmas. Check out EtsyNY Team Gift Ideas videos on their Youtube channel.
Some brands even highlight other small businesses with their own holiday gift guides. Instagram is a great place to discover opportunities to apply to gift guides and giveaways. Junior Baby Hatter is hosting their first Black Friday Shopping Guide to support other small businesses and to raise money for Covenant House, a non-profit they support throughout the year with a portion of their sales. Apply for inclusion in this year’s gift guide here.
Markisha Velazquez is the designer and owner of Junior Baby Hatter, based in Weehawken, NJ. When she’s not making dapper caps for babies and toddlers she commutes to New York with her family and blogs about her adventures in the city.