Features in Shopping

The 2011 shopping year had no delays in last minute shopping. Still, studies showed that about 60% of Americans procrastinate and don’t do their gift shopping until the very end. So, for our client group at Edelman Chicago representing Best Buy, we did a three hour radio media tour with both English and Spanish-language broadcasters with Best Buy associate and electronics expert Eddie Mora offering tips for last minute shoppers. Mr. Mora said that when time becomes a premium, it’s good to shop at a one-stop store that has a variety of products that can satisfy everyone from youth to senior and all ages in between. He also explained how online shopping could be used to the last minute shopper’s advantage, even after it was too late for presents to be shipped, “With ‘Same-Day in-Store Pickup’ on purchases made by 3 p.m. Eastern on December 24, you can order gifts online and pick them up that same day at your local store.” The tour booked 20 interviews including AURN and USA in English and CNN Noticias en Espanol.  In addition, the RNR went out nationally and included secured broadcasts on the Oprah and Martha channels on Sirius / XM. The tour also featured give-aways of $25 gift cards for the listeners at some stations. You can hear the RNR at http://newsinfusion.com/events/bestbuygifts

November and December are the busiest shopping months out of the year. Therefore it is no surprise that many of our clients produced tours that relate back to the consumer shopping experience. NBN booked and produced a co-op SMT on “holiday shopping for her” – women, that is – with partners Avon and Lauren Merkin/John Frieda, Goody and Pilot Pens. The tour featured spokesperson and style expert Sarah Shirley who easily segued through questions and answers about hair accessories, jewelry, purses, cosmetics and personal stationery. The tour included interviews with 20 broadcasters plus several Internet blogs and sites, a national RNR, and a national video newsbreak. You can see it here on NewsInfusion.com: http://newsinfusion.com/events/holidayshoppingforher