Mastering the Art of Holiday Influencer and Media Mailers for Seasonal Sales
Are you ready to take your pre-holiday outreach to the next level? There is a powerful tactic that can help your brand stand out from the competition and get noticed by your target audience, media, and influencers: a well-executed media mailer, also known as ‘gifting’.
You may see these sort of sample sends in your Instagram feed—think, unboxing videos—but they can take on a much more meaningful strategic place in your marketing mix when done right.
We believe mailers are such a great tactic that we're sharing some tips on how to craft, and maximize, mailers for media and influencers during the holiday period to grow awareness with key audiences and ultimately generate traffic and sales.
What are media and influencer mailers?
The holiday season is a time of heightened competition for brands, especially in the consumer-packaged goods (CPG), home, wellness, and design industries. To cut through the noise and make a lasting impression, media and influencer mailers can be a game-changer.
These carefully curated packages not only capture attention but also create brand awareness among your target media and influencers. These can be sent anytime of year, but executing a thoughtful mailer campaign ahead of the holiday buying season can bring your brand top of mind.
What goes into a media mailer?
A well-crafted media mailer typically includes essential information about your brand (including your website and social handles/hashtags!), high-quality product samples, and possibly samples from other brand partners, swag, or even complementary items (say, ingredients for a recipe that includes your product) that all reinforce your brand’s message, ethos, and aesthetic.
Surprise, delight, and of course, make it personal to the person who is receiving the box, even if that’s just in the form of a hand written note.
Who should receive these mailers?
To maximize the impact of your media mailers, it's crucial to start with a clear strategy. Setting specific objectives for your holiday promotion campaign is essential. Whether you're launching a new product, increasing brand visibility, or looking to boost sales, defining your goals will help you align your mailer targets accordingly.
At TJC, we like to mix media and influencers--media can build long tail marketing and engagement for your brand (along with being viewed and trusted as experts), while influencers provide a quick hit of awareness and engagement that can create immediate ROI. Many media are, likewise, influencers in their own right these days.
We advise our clients to start with authenticity when choosing who to share mailers with. Are these media and influencers already fans of your brand, or complementary brands? Do you have an existing relationship with them? Starting with authenticity tends to yield the most meaningful results. From there, target similar writers and media who speak to the target audience (and size of audience) that you’re looking to engage.
Creating media mailers that leave a lasting impression requires careful attention to detail and creativity. When we boil it down, make sure you’re covering these four tenets to maximize mailers as part of your marketing strategy:
Tell Your Brand Story: Develop a captivating narrative that speaks directly to your target audience. Emphasize your brand's unique value proposition and the emotional connection it brings to the holiday season.
Do Thorough Research and Build the Right Targets: Targeting the right media outlets, writers, and influencers is crucial. Avoid blindly sending out your media mailers; instead, take the time to research and personalize your outreach.
Incorporate Personalization: Make your media mailers feel exclusive by adding personalized touches. Consider including personalized notes, tailored samples, or customized content.
Encourage Engagement: Don't just stop at sending the media mailers. Encourage recipients to engage further with your brand. Follow up with additional information on your holiday offerings, encourage social sharing, and offer affiliate communications. Ultimately, use these mailers as a step in building or maintaining an ongoing relationship.
Ready to make a splash this holiday season with your media mailers? Reach out to TJC today and let us help you create a memorable holiday campaign (or get ahead of the new year!) that resonates with your target audience, media, and influencers.