The holiday season is filled with celebrations, time with loved ones, and spending–lots and lots of spending. The National Retail Federation reports that holiday retail sales hit more than $936 billion in 2022, and some experts say those numbers could soar even higher for the 2023 season. Experts with Deloitte predict holiday sales could reach up to $1.56 trillion — yes, we said trillion — from November to January.

At KEF Media, we know that your clients have big expectations for the holiday season. But, big expectations don’t always come with big budgets, even at such a critical time of the year. That is why KEF Media has developed a way to help you still get amazing results at a fraction of the cost. We can do that through Integrated Taped Tours.

An Integrated Taped Tour differs from a Satellite Media Tour in that it isn’t live. We don’t have the constraints of hitting precisely timed interviews back-to-back with multiple media outlets. Instead, we record interviews, combine those soundbites with video footage of products, and then send the completed segment to media outlets for them to use. The turn around can be fast too. We can create an Integrated Taped Tour in as little as a week’s notice.

KEF Media excels at making successful holiday Integrated Tape Tours. Here’s how:

1. Be the early bird. It seems like the holidays sneak up earlier and earlier each year. Are you seeing decorations in stores in August? Yes. Well, that same idea applies here. Conduct your media tour as far in advance as possible to make sure coverage hits when you need it to. In general, plan to go at least two weeks prior to your ideal coverage window. This will give the media time to complete their segments and schedule them to air or post. Also remember, holiday themed (e.g. Christmas, Valentine’s Day, Mother’s/Father’s Day, etc.) tours are plentiful – getting out early will help you rise above the rest and grab a coveted media spot. Furthermore, many of the people who book these tours for media outlets like to do so in advance because they take time off for the holidays. They’ll jump on the chance to have a segment that’s already recorded and edited in their back pocket for the skeleton seasonal crews to use.
2. Own it. Look for tours that allow you to ‘own’ the media segments. If you represent canned vegetables, do you really want them next to acne cream on set? No. You want all the glory on those canned, nutritious and versatile veggies that are going to make consumers' lives easier. Build the tour around YOUR client’s messages and flesh out the segment with tips or hacks. Another way to maximize your tour is to include items from your client’s family of products. For example, you rep canned vegetables, but your client has a cracker brand and a dessert offering too. Include them! Your client will be impressed that you went above and beyond to include more from the ‘family.’ (Or if your agency represents another product that would be a perfect companion, include that and let the account teams split the cost.) Look for ways to use those media tours dollars effectively!
3. Seek meaningful gifts. In addition to the segments on the media tour, look for high-quality, value-added elements like national TV shows or audio news releases to increase your client’s exposure beyond traditional media interviews.
4. See Past the Sale Signs. Value is always appreciated, but cheaper isn’t necessarily the best way to go. If you see a vendor offering 80+ million impressions for $12,000, chances are those 80 million impressions aren’t going to make a huge impact on your client’s goals. Look beyond the ‘sale’ price and look into the quality behind the offering. It may be worth spending a bit more to feel confident you are getting the best possible media outcome.
5. Take advantage of social amplification. Strategic social media targeting can be your secret weapon. Ask your vendor about ways to use editorial content on social platforms to drill down into target geographical areas, age ranges and consumer interests. Ask for detailed analytics so you can see who watched the video. The more real data you can provide your client the smarter you look!
6. Relax. Look for a media partner that will shoulder the responsibility with you. PR can be risky, but you should have a partner as committed to success as you are (you don’t want to be left holding a bag of coal at the end of the project). You can take a deep breath and enjoy, or at least get through the holiday craziness.

We would love to be part of your holiday campaigns. If an Integrated Taped Tour doesn’t fit your vision, KEF Media will work with you to determine what is best for your brand. From national TV placements to Satellite Media Tours to Customized Media Days, KEF Media has the tactics that will deliver the results you need.

If you let us know your goals, budget, and timing, we will develop an effective plan for your holiday campaign.