by Carl Dispoto, Senior Editor
The final days leading up to Christmas can be overwhelming for brands and marketers. The options of what to promote, when to promote and how to promote are seemingly endless. But inspiration can be drawn from some common holiday traditions to help structure a campaign built around press releases and social media.
Counting down is part of the holiday season. Around the world, people count down the days until Christmas using an Advent calendar, which reveals a different featured item each day. Even more well-known is the popular carol “The Twelve Days of Christmas,” which highlights a series of gifts given on each of the 12 days, with a new present being revealed in each verse.
It’s pretty clear that the gradual reveal of new surprises is an integral part of the holidays, so why not follow that pattern to highlight what products and features are the most important for potential customers?
This strategy can be effectively employed through a succession of Business Wire press releases and corresponding social media distribution.
Imagine struggling to find a way to feature the dozen or so products that you want to be on the tip of everyone’s tongue? How can you possibly maximize exposure and focus the attention of potential customers on multiple ideas?
The initial task is to choose the subject matter of your campaign, which can be either a series of products and services or varying features of the same product or service. Once the focus is decided, you can reveal a different product or feature each day leading up to Christmas.
As each new product or feature is revealed, you provide links to the previous products and features that have been unveiled. Pair each release with associated actions on Twitter, Facebook and Google+, and you are building an integrated network of links to boost the visibility of each post.
Using this method, each product or feature is getting promoted multiple times across various networks, continually funneling readers – and potential customers – throughout your chosen list of topics.
And while the countdown to Christmas is most common, this plan of action can be successful for the buildup to any holiday or event, especially those that have a specified number of days such as Hanukah, Lent, Mardi Gras, Oktoberfest, the Olympics and the World Cup!