During the holidays, there’s always a disproportionate amount of spending that occurs between retailers and consumers. Merchants slash prices with the expectation that holiday promotion will motivate people to spend more money. Businesses invest a lot of time and money trying to promote the sales they are having. But is that enough? Whether you it’s black friday marketing or just holiday marketing in general, below are some important tips.
Businesses that fail to cash in on the holiday season are missing a gigantic revenue opportunity. Brands that only invest a tiny portion of their budget on seasonal ads falter while their competitors with larger budgets usually win the wallets of customers.
During the holiday season, companies have an opportunity to capture tons of new customers. Typically, ad impressions increase by 50%, direct traffic blossoms approximately 150% and conversion rates can increase a whopping 60%. Unfortunately, few marketing budgets have the ability to accommodate such rapid growth in this marketing opportunity. Brands need to start preparing for the holidays early, so they can celebrate their success sooner.
The most important thing you can to do is establish a sound marketing plan. While developing your campaign strategy, you need to focus on both your target audience and mainstream holiday shoppers. Christmas marketing isn’t the only effort that you could be targeting.
People tend to get caught up in the holiday frenzy, so you need to maximize engagement by creating a social media plan that draws people in. Holiday-themed offers on social media platforms give you just enough exposure to stay relevant in people’s minds. Make sure you have great visuals and graphics, because social media is such a visually oriented platform.
Here’s a great example from Free People discussed by HubSpot:
Rethink your ad copy to make the most of your previous campaigns. Toss in a few holiday-themed keywords to pique interest.
If you want to get a head start on the holidays, you should start promoting ads several weeks in advance. This gives you ample opportunity to test out your latest creatives without blowing your budget. By promoting yourself early, you’re able to prime shoppers to choose you as the go-to shopping destination.
When you celebrate the holiday season early, you have a chance to have fun with customers, dramatically increase revenue and outshine your competition. Think as if you’re a holiday shopper? What type of advertising would appeal to you?
Both current customers and potentially new ones want to see your human side. They want to connect with their favorite brands. That means you need to make them part of the equation long before the holiday season sets in.
Emma is a freelance writer currently living in Boston, MA. For graphics and design, Emma writes for Arc and Co. To see more from Emma, say hi on Twitter @EmmaSturgis2
The Christmas shopping season is just around the corner, which means that now is the time to ramp up your marketing efforts. Here are seven things any business owner can do prior to Thanksgiving to make Christmas season marketing a breeze.
— Bigcommerce (@Bigcommerce) October 21, 2015
The weeks leading up to the Christmas holiday is when you should begin building excitement for the upcoming shopping season. This means you should intensify all your marketing efforts, whether online, in print, or via television or radio ads. The more people hear the name of your business, the more excited they will be to shop your establishment. Of course, it doesn’t hurt to announce sales or just remind people that there are only x number of shopping days until Christmas either.
To compete with big-box retailers for Black Friday sales, you’ll need to plan a promotional event for one or two weeks before then. Promise your customers price-matching guarantees on any merchandise they find on sale during Black Friday, and chances are they will visit your establishment first. You could also offer free or no-money-down layaways beginning as early as two weeks prior to Thanksgiving to encourage people who have a limited amount of cash to shop with you before going anywhere else.
One of the best ways to attract people to your business is by hosting a special holiday event. Schedule a tree lighting ceremony complete with carolers, complimentary hot chocolate, and a visit from Santa Claus. Partner with local equestrians to offer sleigh rides, or talk with a church group near you about hosting a live nativity outside your building. You could also offer free or low-cost gift wrapping to customers who spend a certain amount of money. In doing these things, you’ll likely attract a good number of people who would not ordinarily have visited you.
People are always looking for unique gifts, which is why you should make an extra effort to offer merchandise that is somewhat out of the ordinary. Be sure to let people know about this unique merchandise by mailing out sales flyers, announcing its arrival in email newsletters, and updating your blog with photographs. You should also make sure people know how this merchandise would be perfect for anyone on their list who is normally considered hard to buy for.
Loyalty perks in the way of rewards or special discounts for those who spend a certain amount of money is one way to encourage people to do all or most of their Christmas shopping at your store. You could offer loyalty perks only for a specified amount of time, or double the amount of points you award on certain days such as Small Business Saturday. Offering a rebate on certain merchandise is also a great way to ensure your customers buy particular items from you rather than your competition.
People who are in the holiday spirit are more likely to pick up a few stocking stuffers for those on their gift-giving lists, and may even take time to do some more in-depth shopping. In addition to setting up displays of holiday merchandise, you should also add a few decorations in order to create the ideal atmosphere for Christmas shopping. Add a wreath on your door, lights on your storefront, and bright-colored poinsettias near your cash register. Play some seasonal music softly in the background to add even more ambiance and keep people feeling festive.
People are busier than ever during the period between Thanksgiving and Christmas, which means they may want to shop at unusual hours. Make it easier for them to get to your store by offering extended hours during the months of November and December. You could stay open an hour or two later each evening, or plan to remain open continuously for 18 or even 24 hours. Advertise your extended hours via social media, in-store flyers, and on your website to make sure everyone is aware of them and can plan accordingly.
These seven things do not have to cost a great deal of money, yet can greatly impact your retail sales during the competitive Christmas shopping season. Make plans now to implement several of these ideas into your marketing strategy, and you will likely be surprised at how well they improve your bottom line.
Ho Ho Ho! It’s that time of year. We are getting very close to the holiday season so if you haven’t started preparing your marketing efforts now, get to it!
Here is a nice little guide from our friends over at cloud.IQ.