How to generate holiday buzz around your hardware product

Holiday shopping can mean big bucks for sellers but that’s no surprise. Also not a surprise: You’re competing with the noisiest time of the year for sales. So how do you break through the noise and reach customers for your hardware product? There’s no magic bullet answer, but there are some strategies.  

Find the Angle

Everyone has heard all the same promises before, so you can ditch the thesaurus full of superlatives. When pitching to the press, find a specific angle that makes sense for their publication and for your audience. If the two don’t intersect somehow, you’re not helping anyone.

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For example, selling hiking boots in the dead of winter might be difficult unless the boots have added insulation for low temperatures. The angle, pitched during the cold months, is that they’ll provide warmer toes during a hike. What sort of unique and interesting features does your product have?   The only caveat is beware of the exploitation angle. That is, trying to grab attention based on news headlines. The results can range from the distasteful to the downright disgusting, and are often a turnoff to reporters.  

Get Involved

Despite the fact that everyone during the holidays is busier than ever, an inordinate amount of time is spent on social media. Maybe it’s coordinating events or just blowing off steam, but conversations are happening 24/7 on Twitter and Facebook, and likely a product’s pages. Engage with potential customers by answering questions or telling success stories. Make these personalized and targeted — focus on the needs and ambitions of potential customers.   One way to do this is by providing valuable information. A how-to for beginners using your product might be just the entry point a new customer was looking for!   It’s important to keep in mind social media can be a hornet’s nest of opinions and snark, too. Keep your content and conversations relevant and relatable. There’s no need for arguments or trolling, which will turn customers off.  

Look at the Data

Speaking of content and conversations, what do your customers need? What do the numbers tell you? If the vast majority of customers are under 30, an article about getting ready to retire may be useless. If people are buying X and you’re talking about Y, you’re probably missing opportunities.   Critical analysis of your customers and site visitors will better inform your media pitches, too. Again, put yourself in the position of a reporter. Crunching numbers takes time and effort, so if you’re able to pitch a story that does the heavy lifting you may be more likely to get a mention in the press. Did Black Friday sales show a huge spike in Des Moines? Why? Answer questions with data and use that to create a story.  

What’s the Deal?

Finally, the easiest way to attract attention is to put things on sale. This is the season for shopping, after all. Consumers are overwhelmed by choice, so a once-a-year discount is more likely to get attention during the last three months of the year. Even if it’s just a discount on something minor, or a trial period, these incentives can appeal to thrifty consumers and those just about to make a purchasing decision. You’ll want to give that extra nudge to get them to buy.   Written by: John Biggs