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Christmas in July: Using PR NOW to Boost Your Holiday Revenue Copyright 2005 Cherry Communications/Be Heard Solutions

Online Stock Market Trading It's the beginning of summer. Time for getting the pool
ready, catching some rays, and the lazy, hazy days of barbequing. But what most small business owners, whether online or brick & mortar, fail to do is plan for the holiday media coverage.

What are our goals for our sites To bring in traffic. To be used. To generate revenue. If people are visiting our sites and helping create revenue for us, and if we’re satisfied with the numbers, then our goals have been met. We probably met those goals in part because of the relevant inbound links to our site, which are one of the factors in determining PR. If we have those inbound links and site visitors, and if the sites are helping produce revenue, then does PR matter We think not.

Stock Investing Course No not, Independence Day or Labor Day (in the US), but Christmas, Hanukkah and the New Year.

In the United States and Canada, people decorate their homes with Christmas trees, wreaths, and ornaments. City streets sparkle with colored lights, and the sound of bells and Christmas carols fills the air. During the weeks before Christmas, children write letters to Santa Claus and tell him what presents they would like to receive. Many department stores hire people to wear a Santa Claus costume and listen to children's requests. People share holiday greetings by sending Christmas cards to relatives and friends.

Stock Market Game It's no secret that the fourth quarter is the biggest and
most important quarter for companies marketing to
consumers. Holiday shopping can make or break many
companies.

John Grisham didn't try his hand at writing a Christmas story until the 21st century arrived, but his winning example appears to have prompted a chorus of prominent authors to follow suit. Skipping Christmas, Grisham's story of a suburban couple fed up with the holiday rush, jumped to the top of the bestseller lists when it was released last year. Publisher Doubleday is hoping to boost sales by issuing a redesigned, priced edition for the 2002 holiday season ($14.95, 192 pages, ISBN 0385508417).

Stock Investing Game However, holiday shopping doesn't just happen. It takes
hard work through marketing, advertising, and public
relations efforts. Unfortunately, many fail to address
their PR campaigns until it is too late, missing what is probably the most cost effective way to promote their product or service.

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Journal Prime Rate Street Wall While shoppers don't engage the holidays in earnest until Thanksgiving, the fact is that most publications have already put their holiday gift guides and product reviews to bed. December is late. November is not as bad but you've already missed the publishing schedule for most monthly and weekly publications (which are often working one to three to five issues in advance).

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Stock Market News Many late November and December magazines are chock full of holiday gift guides and product reviews. So early December is too late if you're seeking coverage in magazines. In fact, a trip to the newsstand in early December will provide all the evidence you need. All the December issues of monthly magazines will be stocked and ready for purchase
-- some have been there for a week or two. Even the
weeklies will already be dated early to mid-December.

Stock Investing Basics The key is to send out press releases and press kits for
gift guides and holiday stories to your targeted media six months in advance. That means if you want to hit the gift guides for the end-of-year holidays, you need to start your campaign in July.

Stock Investing Software Just remember to keep it simple: send out a one-page press release about your product or service, a pitch letter explaining why it's such a great gift idea, and links to where a reporter can download 300 dpi product photos, if applicable.

Stock Market Trading As you craft the materials, think about where your product
or service fits. It may work with a variety of typical
holiday gift stories such as: stocking stuffers, gifts for teens, gifts for girls on the go, gifts for the parent-to-be; tech gadget gifts, gifts for the man who has everything, etc.

Stock Investing For Dummy Suggest a good category for your product or service, rather than simply stating, "Here's a product that would make a nice holiday gift," you're making yourself stand out -- and maybe even giving the journalist an idea for a story angle that he or she wouldn't have thought about otherwise.

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About the Author:

Stock Investing Tip Shannon Cherry, APR, MA helps businesses, entrepreneurs and nonprofit organizations to be heard. She's a marketing communications and public relations expert with more than 15 years experience and the owner of Cherry Communications. Subscribe today for Be Heard! a FREE biweekly ezine and get the FREE special report: "Be the Big Fish: Three No-Cost Publicity Tactics to Help You Be Heard." Go to: http://www.cherrycommunications.com/FreeReport.htm

Stock Market Chart Shannon Cherry, APR, MA helps businesses, entrepreneurs and nonprofit organizations to be heard. She's a marketing communications and public relations expert with more than 15 years experience and the owner of Cherry Communications. Subscribe today for Be Heard! a FREE biweekly ezine and get the FREE special report: "Be the Big Fish: Three No-Cost Publicity Tactics to Help You Be Heard." Go to: http://www.cherrycommunications.com/FreeReport.htm

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Contact him at http://www.cherrycommunications.com

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