Oh, hey May! Spring is now in full swing, and the first normal summer for over two years is just around the corner; at TeamEV, we are extremely excited for the upcoming longer days and lighter nights. The summer season brings sunshine, good times and some fruitful opportunities to get That all-important coverage for your brand as we navigate Q2. Our Junior Account Exec, George, has pulled together a round-up of all the trends, events and opportunities to pitch for the month ahead and beyond!
KEY AWARENESS DATES
1st May: Labour Day
2nd May: Early May Bank Holiday
3rd May: Eid al-Fitr
4th May: Star Wars Day
16th May: National Vegetarian Week
20th May: World Bee Day
31st May: National Smile Day
LAST MINUTE OPPORTUNITIES
Our last minute recommendation for May is National Vegetarian Week from Monday 16th May, which provides a perfect opportunity for your business to publicise your meat-free products and offerings. Perhaps you are a restaurant marking the occasion with a special menu or you may even have a bigger meat-free stunt (Burger King notoriously made their flagship Leicester Square store completely veggie last month) planned on the horizon. This year’s event is themed around going veggie to ‘choose climate’ and reduce your own personal carbon emissions. Carbon neutral food is a really big trend in the Food &
Beverage Industry, with many plant based products utilising low carbon output and sustainability as a major USP. If you’re one of them, then do
ensure you have a press pack pulled together for journos for May 16th
Our short-lead recommendation for this month is Father’s Day on Sunday June 19th. We’ve admittedly mentioned this one in the past few monthly
blog posts, but it really is an important date that should be firmly on your radar. Retail spending on Father’s Day has significantly increased in the
U.K over the past few years, peaking at £951 million last year. Although the longer lead legacy opportunities will have likely been wrapped up and
approved for print; there will undoubtedly still be some last minute online journalist requests for product guides and themed listicles coming up over
the next few weeks.
As always, #journorequest on Twitter is your best friend for sourcing those direct appeals for content from journalists. We also have a couple of
summer bank holidays coming up, and obviously the 6 week school holidays, so if you run a family attraction then be sure to pitch for a place
on those regional and national activity listicles. Likewise, you can always expect the typical summer themed trend articles (e.g. – garden furniture
in homeware titles), so do ensure you are fully prepared to pitch.
EXAMPLE SHORT LEAD FEATURES
Grazia – ‘Fashion Charts’ – Product pages: Two pages featuring the 10 top fashion items of the week. With descriptions, prices and
stockists. (Leadtime: 2 weeks – 2 months)
Men’s Health – ‘Insight’ – Product Pages: Four-page feature of interesting lifestyle goods. With prices and stockists. (Leadtime: 2 -3 months in
Sunday Times Magazine – Wine & Food product pages: Columnist Will Lyons reviews different wine / drink product with a weekly theme. Includes
individual image of the product, price and retailer. (Leadtime: ASAP. Weekly editorial deadline is Thursday)
Looking further ahead, there are a plethora of key dates coming up in September that may provide a great angle for your brand! September is, of course, the start of the academic term for many universities and colleges. If you have a presence in a Uni town or city, then fresher’s week provides a perfect opportunity to make yourself known to your local consumer base in a regional title. Whether it’s a quirky ticketed event or an elaborate stunt to get students sampling your product, it would be wise to start drafting your activation strategy in good time.
World Tourism Day on September 27th also provides a possible angle for you hospitality and travel businesses. As restrictions and travel requirements are lifted around the world, many industry leaders are actively calling for a resurgence in travelling and tourism. Have you got an expert opinion to share with the press, or perhaps you want to share a powerful message about the future of tourism that is in line with your brand’s agenda? Get pitching for those column inches!
Example Long Lead Forward Features:
Cosmopolitan – ‘Beauty Buzz’ – Product Pages: Cosmopolitan’s pick of the best new beauty products. With prices and stockists. (Leadtime: 3 – 4 months)
Woman & Home – ‘Home Edit/Style Steal’ – Product Page: Single page highlighting around 5 new home products. With prices and stockists. (Leadtime: 3 months)
GQ – Shopping Pages (Fashion & Grooming): Double page spread of around 10 mixed products (including fashion, beauty and food & drink items). With images and a short description of why the product is topical. (Leadtime: 3 – 4 months, min. 3 months before desired publication.)
So, that’s May mapped out for you… head on over to @eastvillagepr for more tips, tricks and insights and be sure to share with us how you get on!