1) Know your target audience
We all know that in marketing, a basic rule of thumb is knowing who your target audience is like the back of your hand. Your target audience can and most likely will, fluctuate during the holiday period. If you are working within a specific field, rather than on a more general platform, you will find that you have to be ready to target your adverts and promotional material, to a broader scope.
For example if you are a manufacturer of toys and are looking to target specific campaigns, you may find that your regular email lists/client data base etc may need to be expanded on. A toy seller would normally tend to target mothers and the actual infants themselves, during commercial breaks, in their favourite children’s magazines, even on social media. However during the festive period, you will find friends of parents, aunties, uncles etc who may not be targeted 11 months out of the year, actually account for a larger percentage of transactions than you would expect around Christmas time, so don’t be one dimensional.
2) Don’t be afraid
Hopefully you are reading this already having some form of strategy in place for the festive period, which has already begun and will explode over the next week. You will already have begun advertising Christmas goods, promo’s and offers, if not then what are you waiting for??
So you may find that you feel that you are repeating yourself and even annoying people with your Christmas messages You are not. Don’t worry, this time of year is the one time where people expect to be bombarded with Christmas related adverts and campaigns. I’m not saying to spam people and relentlessly force your campaigns down your customers throat, but if you often find yourself saying ‘Christmas sale’, ‘Sale now on’, ‘Even further reductions’, there is nothing wrong with this at all, just be as creative as you can be and try to mix up the way you approach it.
3) Work up to the final day, because your customers sure will do !!
So its 3 days before Xmas. You’re winding down, thinking about a well earned few days off, plenty of family time, some great food and a few beers. Don’t make the mistake of thinking its all over before the day itself comes. If you work purely online then this may not effect you as much. However if you are a working store, showroom, high street shop or have an outlet, don’t ruin your great planning and hard work, by not thinking about the last minute shoppers. We have all been there, normally running around town panicking after forgetting a crucial gift, missed someone off your list or just pushing your luck and looking for a last minute bargain. Make sure you don’t over look the importance of the late shopper and cater to the needs of the shopper, who will spend great deals of money on the last minute, if you can bring them in with your great last minute savings and last chance bargains. Plan for those who forget!
4) If you fail to plan …
I hate using clichés, I really really do. However, with that being said this message is one you will have heard a million times, but at this time of the year its crucial that you look ahead throughout the coming weeks and out together a structure that you can follow and which will guide you around your Christmas marketing, but make sure you stick to it. It doesn’t matter if you are planning your Facebook marketing plan, an email campaign a newspaper promotion or even an advert on TV, if you fail to plan, you plan to fail …. I cant believe I just said that, but it’s never been more true than it is at this time of year guys !!