Christmas marketing tips for all!
It’s become a cliché to hear people grumble about Christmas starting earlier every year. As consumers, we may feel it ourselves as we watch the shops’ advent calendars jostle with Halloween costumes for attention. But in marketing, it really does pay to start thinking early.
You’ve likely been planning your festive season programme and associated marketing campaigns. But it’s not too late to make sure that, like Father Christmas, you’ve ticked everything off your list. Great marketing campaigns take time, and good planning is vital to ensure everything runs smoothly. Here are a few ideas to help you spread your Christmas cheer.
Dates to take note of:
Black Friday (24 November 2017)
The US import of Black Friday has become increasingly prevalent. The buzz that these sales create can be harnessed in your campaigns – consider doing special deals on tickets or nights out for Christmas shows around Black Friday. Or, partner with local shops and provide a retail respite in your cafe or bar.
Cyber Monday (27 November 2017)
Along these same lines, Cyber Monday is the biggest online shopping day of the year. As the rise of online sales grew in the early naughties, marketers noted a significant uptick in holiday shopping online and responded accordingly. It’s a day to offer special promotions for your online sales channels – be it merchandise, artwork, tickets, workshops or other special experiences. Fulfilment is the key issue here. Make sure you can cope with increased demand and get shoppers their goods in plenty of time for their holiday gift exchange.
Giving Tuesday (28 November 2017)
The commercialism of the holiday spending spree may not be the right fit for your organisation. Consider taking part in Giving Tuesday. If you operate a non-profit organisation, why not encourage your audiences to make a donation to support your work? Many consumers looking for something with a bit more meaning opt for a charitable donation in lieu of sending cards or giving gifts. Get involved on social media using the #givingtuesday.
If you’re targeting events at families, don’t forget to check when school holidays begin in your local authority. You don’t want to lose your audience just because it’s a school night. Many families will have precious time off together and will be looking for ideas of outings or things to do as a family. Make sure you are top of their list.
Last minute gifts
Consider some last minute offers on the 23rd and 24th, the last days of shopping before Christmas, to get the most out of people’s push to the finish. As time is of the essence, anyone buying now will really appreciate something they can print off and have instantly. Think about how you can present tickets and vouchers for your organisation or event that will make great, thoughtful last minute gifts.
Make sure to budget early, ideally as one of the first things you do. You can’t begin to think about how or when to market before you have at least an approximate figure of your funds.
Think about how to expand your normal audience. The festive period is a great time to introduce people to your organisation who might be less familiar with it. Try a recommend campaign and invite your loyal audiences to share what they love – your work – with the ones they love. Equally, reaching out and targeting your campaign towards different types of people at Christmas may well attract regular customers in the future.