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Unless you’ve been living under a rock for the past few weeks, you’ll know your Buster the Boxer from your Mrs Claus and be well aware that holidays are coming, whether you like it or not. It goes without saying that such campaigns will have been planned months and months in advance, but it’s not just Christmas that needs such care and attention.

When it comes to planning seasonal PR activity, planning and forward-thinking are essential, particularly for product placement campaigns. Whether it’s Valentine’s Day, Easter or Mother’s Day, for example, a clear strategy and realistic goals are of utmost importance and should be communicated across the board, both agency and client-side.

Here are our top tips to make sure you don’t miss the boat when it comes to placing your product on the page:

Select your seasons

While not every item will fall into a seasonal category, it’s always worth taking a step back and looking at which ranges fit with each season. Of course, the obvious ones are mentioned above, but be sure to consider key times of the year, such as festival season, back-to-school and summer holidays. Once you’ve established what’s relevant for you, you can then look at which hero products should fly the flag for the brand, hooking in potential customers and showcasing what you can offer.

Plan, plan, plan!

We all know Christmas is the 25th December, right? Wrong! Well, when it comes to the media, that is – Christmas in July exists for a reason! At this point, you should be thinking about how your target customers consume media; for instance, are they avid readers of the women’s monthly glossies or are they more prone to scrolling through the Mail Online app each morning? Based on this, you can compile a well-rounded, relevant distribution list and get a handle on lead times.

Ensure samples and images are ready in good time and of good enough quality – a monthly women’s mag will be thinking about their festive gift guides in August, for example, so it’s important that everything’s ready to go. Aside from the traditional forms of media, consider how your content can be recycled effectively as the season approaches. For example, a series of video tutorials may be appropriate for social media or perhaps a weekly e-shot highlighting a product of the week can be incorporated into the plan.


Following any campaign, it’s important to consider what went well and what wasn’t so successful. While constant tweaks should be made throughout the whole process, it’s only at the end of it all that you can objectively look at what could have gone better and how to improve it for next time. It may be that activity ramped up too late and you were on the ‘back foot’ from the off or, equally, you were too eager and therefore irrelevant to media.

While each season will be different and have its own lead times and man power requirements, a template strategy is helpful and will make hitting those all-important objectives that bit easier.

Want to find out how to shake up your seasonal activity? Drop us a line via [email protected].