Black Friday is a useful starting point for planning a holiday Satellite Media Tour. Should your brand reach viewers before the sales begin, during the shopping weekend or closer to Christmas?
Each period calls for a different story and the right timing depends on what you want viewers to do and how much time they need to do it.
Before Black Friday: Get on the Shopping List
Before shoppers compare prices, give them a reason to consider your product.
Show who it is for, what makes it useful and why it deserves a place on their holiday list. For example, demonstrate what makes a kitchen appliance easier to use rather than simply announcing that it will be on sale.
Earlier interviews also give viewers time to research a larger purchase or order a personalized gift.
Around Black Friday: Explain the Value Behind the Deal
A sale price can attract attention, but viewers still need to understand what they are buying.
Show what the product does, what comes with it and how to choose the right model or size. If a gift set includes several items, explain how they work together.
Prepare two versions of the talking points: one that includes the Black Friday offer and one that explains the product without mentioning the sale. That way, interviews scheduled to air later can still be useful.
After Black Friday: Answer a Different Shopping Question
Once Black Friday is over, give the story a new focus.
Instead of repeating the sale message, address the purchases people still need to make: a gift for a difficult-to-shop-for relative, something for a holiday host or a product the whole family can use.
The same product can support a different conversation. Headphones promoted as a Black Friday deal, for example, could later appear in a segment about making holiday travel more comfortable.
Closer to Christmas: Show What Shoppers Can Still Get
A last-minute gift idea is useful only if viewers can obtain it in time.
Confirm shipping deadlines and check whether the product is available in stores, through pickup or by digital delivery. Direct viewers to a reliable place to check current availability.
If the gift-buying window has closed, consider another seasonal use. A food-storage product might fit a segment about holiday leftovers; an organizer could support a story about packing away decorations.
Check When the Interview Will Actually Air
Some interviews air live; others are recorded for later airing. Confirm the expected airing window before including a temporary price or delivery date.
Keep the main demo useful beyond the sale. Prepare alternative wording for dated offers and avoid phrases such as “tomorrow” unless the planned air date supports them. Stations always retain editorial control over scheduling.
At PLUS Media, we help clients plan the timing, message and presentation around the action they want viewers to take.
Contact PLUS Media to discuss your holiday campaign.
FAQ
Q1. When is the best time to schedule a holiday Satellite Media Tour (SMT)?
Ans – The best time depends on your campaign goals and audience. Plan your SMT around key shopping dates and when your message will be most relevant to viewers.
Q2. Should brands run a holiday SMT before Black Friday or closer to Christmas?
Ans – Before Black Friday is ideal for deals and gift guides, while closer to Christmas works well for last-minute shopping ideas and holiday essentials.
Q3. How can brands make their Black Friday media tour more effective?
Ans – Focus on clear offers, useful product benefits, and engaging demonstrations that help viewers understand why your product is worth considering.
Q4. How can brands adapt holiday SMT messaging after Black Friday sales end?
Ans – Shift the focus from discounts to practical gift ideas, seasonal needs, and products that make holiday preparations easier.
Q5. Why is interview airing time important when planning a holiday media tour?
Ans – The right airing time helps your message reach viewers when they are most interested in holiday shopping and seasonal ideas.
