Marketing Mindshare - How To Pitch Gift Guides

Thank you for joining us at this month’s Marketing Mindshare with Hallie Tepperman from Wawner Strategies on October 2, 2025! Below is a summary of the key takeaways from Hallie’s presentation on holiday gift guides, media pitching, and strategic marketing approaches:

Getting your products included in Holiday Gift Guides

- Target the right editor or writer by researching an outlet’s staff page. Find someone who targets your product type and audience.
- Follow freelance writers on platforms like Substack or LinkedIn—many post calls for pitches.
- Tools like Qwoted, HARO, or Cision can send pitch opportunities directly to your inbox.

Pitching Best Practices

✅ Do’s:

- Send pitches from a personal (not generic) email.
- Keep subject lines simple and searchable (e.g., 'Gift guide for mom').
- Pitch early and personalize the message (reference their recent work or past articles).
- Keep your message concise - editors are busy.
- Highlight your product relevance and include embedded high-quality product photos, product price, launch details, and availability (sometimes attachments get filtered as spam).
- Follow up in a few weeks with a fresh piece of information.

❌ Don’ts:

- Send mass, generic pitches.
- Miss deadlines.
- Overwhelm editors with too much information.
- Fail to follow up—or follow up too aggressively.

*Tip:* You can pitch an entire themed idea with related products (e.g., 'Gift Guide for New Local Homeowners'), crafting the story for editors.

- Sometimes publications will ask for a fee to write about your product, but remember that earned coverage feels more authentic than paid, though sponsored segments can still be valuable.

Pitching to Local vs. National News Outlets 

- Stronger emphasis on LOCAL impact and value.
- Local publications: The Post and Courier, Charleston City Paper, Charleston Magazine, Charleston Today, Holy City Sinner, Azalea Magazine, The Local Palate, Garden & Gun, Charleston Regional Business Journal, West Of/Folly Current, Eater Carolinas, Moultrie News, Summerville Journal Scene. TV: Palmetto Life, FOX24

 Influencer Marketing

- Very helpful in getting authentic referrals, especially locally
- Pick influencers who make sense for your brand / product - i.e. beauty influencers for a skincare product
- Reach out via email first if you can find one on their Link-in-Bio, then follow up with a DM if needed.

Media Kit Essentials

Include:
- About, product overview
- Founder story
- Key features and benefits
- High-Quality Photos - product shots, lifestyle images, and logo files
- Availability and pricing
- Your audience and demographic profile
- Press mentions or testimonials
- Contact information

Social Media Recommendations

- Give TikTok a try! Post 3–4 times per week and edit with tools like InShot or CapCut.
- Repurpose TikTok content on YouTube Shorts.
- Pinterest remains an effective discovery platform.
- Invite local content creators into your space (e.g., free class, event) to generate authentic posts.

Seasonal & Strategic Marketing Ideas

- Instead of competing with big box stores and offering deep discounts which your small company can’t sustain:
  • Offer bundle deals or gift sets.
  • Include a free trial size or small gift with purchase.
  • Add a personal touch like a note to create memorable customer experiences.
- January campaign: “Turning over a new leaf—focus on shopping local.”
- Prep early for Valentine’s Day in the new year.
- Don’t assume a sales slump - some people have holiday cash and gift cards to spend.

Big thanks to Kersey House for having us!!