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The holidays are approaching.
To me, this means a few things: football is back (hello, proper barbecue), I'm on my way until Thanksgiving, and there's a marketer waiting to ship to the box. my incoming mail with holiday promotion .
Despite the fact that Q4 comes with a mile-long to-do list and perhaps some added pressure, vacation planning doesn't have to be a rat. It also doesn't need to feature your product library 1 day a week for 60 sixty days.
To help your business make the most of this holiday season, I've put together a list of holiday do's and don'ts to focus your efforts on what will get you in front of your customers. yourself a good list — and what will put you on the naughty list.
7 Must-Dos for Your Holiday Plan Promotions
Have a plan
Ending the year on a high is important, especially for consumer-driven businesses.
Even if you've abandoned your plans at the last minute, you can still avoid Listing mischief if you strategize about how you'll approach the holiday season.
Just like you would for any other campaign, your plan should include the basics:
- Esta blurs your target(s)
- Know why it makes sense (for you and your customers)
- Outline how it will work and benefit your customers
- Determine what content will be featured
- Determine when and for how long
Create excitement
Remember how awesome Sears' Christmas catalog is?
Long before Google, Pinterest, Instagram, and Amazon, Sears was the influencer flavor maker that kids and adults used to build their wish lists.
While we may never see these massive catalogs again (unless The Cheesecake Factory has plans to expand epic menu ), there is still a chance to create the same kind of hype for your product.
By using an email list yours social channels and websites, the mpany coin can revive and highlight the things your customers already love.
One of the easiest ways to do this is to count down to when the biggest deals and revelations will be. No wonder Amazon does a great job letting their customers know Black Friday and Cyber Monday are approaching . It will often have a countdown timer for highly anticipated items immediately on their homepage, email, and on social channels.
Show What Your Customers Want
One of the easiest ways to build excitement? Give them what they want.
Of course, that's obvious, but why do you go to see your favorite band year after year? Because it plays hits.
Introducing something you want to highlight is perfectly fine, but once you've built a certain level of interest, the goal is to keep the momentum going.
Talk to your customers and see what's on their wish list. Not only does it have a good relationship, but you also gain invaluable insights that can be used long after the holiday.
Engage the audience
This is often the simplest promotion that works best.
Whether it is Instagram Contest or lottery at your retail location, do something with your campaign that will get people involved and get your customers engaged.
For example, a deli might start a hashtag contest focusing on the table their customers usually dine on, as well as all the memories associated with it. . The best stories can win contestants a free meal or give them the right to choose which food is donated to a local food bank on their behalf. This will be a great opportunity not only to get customers to support and market for you, but also to help identify your biggest fans and influencers.
Cross-promotion
While big box retailers may be confused by the idea, email lists need not be used exclusively to sell something.
Promoting your business's holiday activities on each channel allows different audience segments to see what they might be missing elsewhere.
Fashion retailer, No Rest for Bridget, this is going great in 2018.
It uses its email as a catalog of gift guides, using a simple white background to allow each item to shine. Then the Instagram account Its already marked specific items By pairing these pieces to create the complete look their customers can see themselves in.
No Rest for Bridget shares an offer per channel with every link back to their website where they claim to be selling.
Since it's likely not all of your customers are following you everywhere, cross-promotion makes it easier for them to keep up with exclusive contests, sales, and other seasonal content.
One More Little Holiday Magic
Getting around and sharing gifts with the people you care about most is a reason to cheer and celebrate… you could even say the holidays are a little bit magical.
Chances are your customers feel the same way.
To make the customer experience that much more magical, consider adding a small gift to a customer's purchase during the holiday season.
Like Derek Halpern introduced adding something extra to a customer's purchase has been shown to provide more perceived value than reducing the price.
[embed]https://www.youtube.com/watch?v=videoseries[/embed]
Discounts can be a Christmas wish come true for your customers, but when the holidays are over, they'll be looking for similar offers.
Make a Call to Action
Sometimes we can get lost in the joys of holiday festivities.
Regardless of which tactic you decide to use, always make sure you're asking your audience and customers to take some kind of action.
Whether it's participating in a giveaway as a means to collect more emails, or asking visitors to make a purchase before the sale goes away for 365 days, don't be afraid to ask.
5 things you should never do for holiday promotions
Sooner is not always better
You don't have to start promoting your Black Friday plan just because a Starbucks is always PSL.
In one research research What I did with my team last year, we found that 63% of marketers disagree when they see a holiday marketing campaign in full tilt just before Labor Day or right earlier March Madness.
As for the holiday season, sure a reminder could be good in October. But don't spend your entire fourth quarter on "the best deals of the year" before the calendar is just two days away from Black Friday.
63% of marketers disagree when they see a holiday marketing campaign at full tilt just before Labor Day or right before March's Madness Day. Click to Tweet
Sending too many emails
Just because the seasons have changed, doesn't mean the rules are the same. People are still annoyed when their inboxes are flooded with emails.
According to a study conducted by TechnologyAdvice, the main reason people unsubscribe is that they receive emails too often from a single sender.
In addition, 43% of email subscribers wish they received fewer emails from the company they signed up for. Your email will delight customers all year long, but especially now.
43% of email subscribers wish they received fewer emails from the companies they signed up with. Click to Tweet
Even if your own data shows your customers are fine getting 5 emails a week from you for the first 3 quarters, don't speed things up just because you see twas in every ad.
Easy off a little bit. Refocus and clarify your message to ensure each email helps you achieve your marketing goals.
This way, you'll still be welcome in their inbox before Valentine's Day.
Give everyone the same gift
Now here is an example that crossing streams is a bad thing.
Every one of your audiences is special, and you've worked hard to attract and nurture each and every customer.
So why, during the holidays, is it possible to display the same message and/or give them the same gifts?
If Dick's Sporting Goods gave a customer who has only ever interacted and purchased a club golf toy a free camouflage hunting vest as a gift with their holiday purchase, that would likely cause quite a bit of damage. much confusion for affiliate enthusiasts. years and don't spoil the good just because it will be easier for people to choose.
Get Fancy
While you can only have 3 holiday parties, your customers have 7 parties, plus they still need a gift for Nana.
Everyone is busy. Remember.
Having giveaways and contests is great – don't make them complicated. Make sure the rules are quickly understood and easy to join, such as taking pictures and using hashtags.
Lose your reason in the season
It's fun to fuel excitement and curiosity around a big prize. Just don't lose money spending extra dollars on a prize that doesn't concern you.
For example, here's the only company that should give away iPads during the holidays: Apple.
The end of the list.
Holiday deals are great, as long as they make sense for your customer, your business, and the Season. The iPad is a great gift for your customers… but it's not a gift friend should give.
This will be a great opportunity to reuse the 4 Rs from my book Talk Activator (remarkable, relevant, reasonable, and repeatable) to see what kind of holiday gifts mean to you.
There's so much we do over the holidays that we wouldn't do any other time of the year. The trick is no complicate things for yourself or for your customers.
The simpler your campaigns and sales messages, the easier and more enjoyable it will be for people.
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