Here’s a question that we sometimes ask for products that are seasonal/only applicable for part of the year: how can you get the media talking about the product outside of its season? Should you encourage consumption at other times of the year by promoting other uses?
If you are tempted to promote a product at unexpected times, ask yourself the right questions before you start. Your information must first be in line with the editorial needs of the media – you don’t want your efforts to flop.
Question 1: Surprising proposal or artificial marketing?
The journalists judging your PR communication will either be positively surprised or not at all surprised. This may be your first time working with such a great chef or mixologist, or setting up a cooking contest in a trendy Parisian location, but how many other advertisers has this journalist covered that are doing the same thing? What is something new that you bring to the table? Today, culinary collaborations and other special events must be exceptionally creative and have the “wow” factor to obtain significant media coverage. You must create an experience that makes journalists want and have a reason to propose it to their readers. This is especially important when you are in a product’s off-season.
Question 2: How do you create new consumer experiences?
Journalists need a good reason to talk about a product outside of its traditional season. If you see potential for an item, nothing beats product innovation to rejuvenate consumption. This is what we focused on for the Val de Rance customer: modernising cider, which was always confined to Kings Cakes and Candlemas. By offering the first cider in a can, with modern packaging and a tart taste, the brand won the hearts of journalists this summer. Val de Rance was given tremendous exposure in line with the recent trends of portability and snacking, which created a renewed interest in the brand.
Question 3: How do you maximise your chances of being successful?
It can be easy to forget, but ensuring good PR communication during your high season is the best way to get results! Changing behaviours that are embedded in cultures, traditions, and customs requires a lot of creativity, many resources, and – most importantly – time. This is why you must “fish where the fish are” to ensure your brand is in the spotlight and stands out from the competition. Once these fundamentals are laid down, PRs can work to differentiate you and position you progressively using other trends and uses.
Question 4: And if you use seasonality as a true asset?
Seasonality is very important to us…especially in the food and beverage sector. Living and eating according to the seasons is a growing phenomenon based on the “responsible consumerism” trend. The biggest name in media is “Jean-Pierre Pernaud-ise”, with his reporting that gets to the heart of products, regions, and traditions. Consumers are relentless, always wanting to know about the origins and commitments of processed products. Have you exploited the benefits of seasonality to respond to this need? The idea of feeling connecting to the land…or the sea?