Studies show that businesses make 30% of their sales for the year during the holiday season. During the end of year season which spans from November to December, Consumers are constantly bombarded with sales messages. And, there is a spending spree.
With all of the sales messages flying about on social media, Emails, Ads, and Promotions, it is easy for a good number of brands to get drowned in all of the noise.
In this Blog Post, we’ll show you how to plan your Holiday Sales for Success.
I’ll highlight some great ideas you can implement in your business this season to get the most out of it. I will try to break it down as well and then you can send the blog post to your email or print it if you don’t have enough time to digest now (because it’s a lot of information below).
So let’s get started!
A. FIRST OF ALL, PREPARE YOUR BUSINESS FOR THE SALES
- Think About How You Want The Whole Thing to go
If you rolled out an End of Year sales activity last year, then it’s time to review the whole thing. Run through how it all went. What went wrong, what turned out so perfectly, which of the products made you the most sales and which ones attracted the most people to your store? Then, think through how you want that of this year to go and what you want to do differently.
Before starting out with your holiday sales plans, it is important to have clearly defined achievable goals. These goals will ensure that you are able to measure, in clear terms, the results of your marketing efforts. It would also help you see what’s working and what is not. After setting your campaign goals, the next important thing to do is to have a plan with clear actionable steps.
3. Understand your Target Audience
As with any other period of the year, this crucial point is one which you cannot risk overlooking. If you spend millions of naira/rands/dollars on an advertising campaign targeted at the wrong set of people, or to the right set of people the wrong way, all of your efforts would have been a waste. When you understand your target audience, it is easier for you to create a campaign plan that resonates with them. Start by answering important questions about your target audience like what channels on the web they are most active on, what their interests are, what their pain points are, and what they need that your product/service can help them with.
One example of this is a campaign done by Hotel Tonight, an online travel app that allows users to find discounted hotel accommodations throughout the Americas, Europe, and Australia. They understood that during the holidays, people have little or no choice but to spend time with members of their larger families. This includes the ones we like and the ones we do not like very much. From this point, they were able to create a connection with their audience through their tagline (Visit, Don’t Stay), the pictures they used, the creative and every other content they put out for the holiday. Result? Their audience was able to easily connect with them on a deeper level and this resulted in millions of impression on the web. You need to stand out from all the noise this season by connecting with the pain point of your target audience.
4. Innovate Your Products / Offerings For The Season:
Those goals above won’t come on a platter. Chances are business owners like yours have the same goals or even more audacious goals than yours and are in fact planning to sell the exact same product as yours. So, product innovation is needed. You might want to:
- Create a Christmas limited edition
- Bundle some items you know your customers will frequently buy together.
- Stock popular items you are sure people will always buy.
Now that your product is ready to ship and your books are set to balance out leaving you with some massive profit, it’s time to start thinking of ways to grab the attention of people. Below are some ideas and strategies you can leverage.
Holiday Themed Contests and Giveaways
People get very excited about the idea of becoming a potential winner. So, yes a giveaway is a good idea to get the attention of your prospect. Everyone likes to get something for free once in a while even if they can afford it.
Downside: As much as giveaways are great, it’s a bit hard tying it to sales. It’s very hard changing the tone ‘get this for free’ to ‘come and pay for this one’. There are also tendencies you will be attracting those won’t have a purchasing power for other products you sell. So a good idea to doing giveaway in this case, is making this limited to only those who got at least one of your product. Consider dedicating a portion of your profit to funding your giveaway cost in order not to hurt your margin.
2. Show How your Product / Service can Spice up the Holiday Season for your Target Audience
The keyword here is “Show”. When the customer is constantly being bombarded with hundreds of Ads – both subtle and obvious, a good way to put your brand on the minds of your prospective customers is by ensuring that the Unique Selling Proposition your brand highlights is one that can make the festive season more meaningful for them. Find something about your brand that people would love to connect with during the festive season and push it out there. For example, you could portray your products as great gift ideas. Or, if you run a juice brand, you could highlight sharing and spending fun time with loved ones. You get the idea. This is a powerful technique that helps brands that thrive stand out from all the noise.
One of the most successful strategies here is to create a lookbook/gift guide. Because this season is all about the ‘nice to have’, this season, people don’t get things because they need it, but because it’s a season where everything is about joy, openness, freshness, and beauty. A lookbook or gift guide has a subtle but massive ability to get your customers to look at your products. The interesting thing about this is that, this helps you get the leads and contacts of prospects you can follow up with manually (with a sales rep) or in an automated way through Facebook remarketing and email follow up.
We are working on some really super amazing ebook for some brands already, give us a shout out to our SME Support team on email@example.com if you will want the perfect lookbook for your online marketing.
The good thing is that all the leads you gather from your ad on the lookbook will turn to quality contacts for you. And, you can just keep delighting these contacts with good content till they make the 1st, 2nd, 3rd and many more purchases from you; even when the holiday is long gone.
3. You Can Offer Discounts. You Can Also Have Some Flash Sales Too
Holiday Sales Discounts have always been known to have such powerful effects. Most times, it’s simply just the psychology behind it. Buyers like to justify their purchase by feeling that they have been able to save some money by buying a product/service at a discounted price. So, you might want to leverage this psychology for your Holiday Sales. Flash Sales simply refers to the sale of goods at greatly reduced prices, lasting for only a short period of time. Consider creating a few separate campaigns for different dates during the holidays instead of running one long holiday sale. When the time frame is limited, it creates a sense of urgency. This makes prospective customers want to act quickly. To ensure that your flash sales are successful, keep the time short. Most businesses find that 50% of their flash sales occur within the first one hour. It is also advisable to include a countdown timer on the landing page. Don’t forget to do some publicity for your flash sales via Email, Social media and other platforms – Paid, Earned and Owned.
C. WRAP IT UP BY CREATING A MEMORABLE EXPERIENCE FOR YOUR CUSTOMERS
Think about it, including shipping costs to more purchases only encourages the buyer to order a lesser number of things. But, when you offer free shipping, it makes it easier for them to make that buying decision. One way to achieve this without hurting your margins is to include some of the shipping cost to the cost of the items.
2. Create A Customised Shopping Package For The Holiday
Big brands the world over strive to create a memorable unboxing experience for their customers. Yes, first impressions still go a long way. During the festive season, you want to maximise this medium to leave a lasting impression on the people who buy from you. Think up and implement creative packaging for the season. Your customers will always remember.
3. Send Mystery Envelopes To Your Customers
4. Genuinely Donate A Portion Of Your Profit To A Cause Your Prospect Equally Cares About & Let Them Know You Are Doing That.
People subconsciously want to be a part of something bigger than them. And, this involves contributing to the progress of society. When people see that buying from you contributes to a greater good like charity, they are encouraged to be a part of it by buying from your store.
D. FINALLY, LAST WORDS
1. Let your Marketing Campaign Align With The Festive Season
When you can relate to what someone is saying, it is easier for you to connect with them. During the holiday season, you want your brand to easily connect with the people you are trying to sell to. A simple way to achieve this is by tuning into the moment. Let your campaign message highlight something about the holiday season. It could be something around gifts or spending precious memorable time with loved ones or simply having fun during the period. Something that connects emotionally with your audience will do a better job at getting their attention and helping you stand out from all of the noise. An example of this is the holiday season ad run by Edeka (a German Supermarket) in 2015. In the ad, an elderly man prepares to spend another Christmas alone, since his kids usually cancel their planned visits last minute. Then, the ad shows his various grown children receiving letters saying their father has passed away. When they arrive at home, though, they’re surprised to be greeted by their very alive and very healthy-looking father. He says, “How else could I have brought you all together?”
- Leverage on Emotional Appeal
According to a study done by Hubspot, ads that capitalize on sentimentality have been shown to score 50% higher in emotional appeal. No matter what the season might be,. People always pause and listen when something appeals to their emotion. It could be that it excites them or makes them a little nostalgic. One way to leave a strong impression and to stand out from all of the noise this festive season is by giving your audience something to remember you for. Make your brand memorable. The quickest way to achieve this is by creating an emotional appeal. For example, if you sell shoes, your copy could highlight the great feeling about gifting a pair of shoes from your company to a special person during the festive season.
Use A Lot Of Visuals
Did you know that an estimated 84 percent of communications will be visual in 2018 alone? As marketing online evolves over the years, we keep seeing a trend in favor of visuals (Pictures, GIFs, Videos).
Pinterest’s active user base has grown by 111 percent while Instagram’s active user base has grown by 64 percent.
YouTube alone has over a billion users which are almost one-third of total internet users. And, more than 500 million hours of video are watched on YouTube each day. Smart businesses understand the power of visual marketing. Not sure what visual idea to adopt? No stress, shoot us an email and we will have a chat with you on visual ideas you can leverage free of charge 🙂 – firstname.lastname@example.org
Don’t Forget to Give your Site a Festive Holiday Feel
Create Holiday themed landing pages so that customers can have fun shopping on your site. If your store were a brick and mortar store you would decorate it to fit the festive season right? Well, subtly, customers want to have a similar experience when they visit your store online. Your landing page should offer that same experience while directing them to any offers you have for the period. Here are ideas you can try:
- Put a Christmas cap on your logo
- Get your website sprinkling some snow
- You can design Christmas themed banners and landing pages
But in all the fanciness, ensure your site still works great on mobile, because, 80% of Internet users own a smartphone. This means that they’ll most likely be interacting with your brand on mobile. Ensure that your website and content (graphics, thumbnails, etc.) look great on mobile.
Our web design team are on set to help you choose the right feel for your brand for a fee, in fact, our website monthly management gives your access to all of the above at no extra cost, email us to learn more: email@example.com
5. Creatively Leverage Social Media
Social media is a great marketing channel for your holiday sales. The reach of social media is set to hit three billion people worldwide by 2021. But, some sources argue that that number has been met already. Bottom line?? A lot of your customers are out there on social media. A key secret to doing social media marketing well is finding the specific channels your target audience hang out on and making the most out of it. Feel free to email us for a special holiday social media marketing service – firstname.lastname@example.org
6. Leverage Email Marketing
Smart business owners understand the power of email marketing. In a research done by Mailigen, 89% businesses said that email was their primary channel for lead generation. Like every other marketing channel, it’s important that you have a plan for your email flow. Your Lead Magnet, Building an Email List, Email content, The duration between emails, the appropriate Email marketing software for your Business and the specific results you want to see.
- Use Retargeting / Remarketing
Retargeting is an important way to get back the user/customer that has shown some interest in your business. You can get back your lost visitor by retargeting them effectively. Retargeting allows you to get the right message to the right people at the right time and to continue to deliver your message after someone has left your website. Retargeted customers are 4x more likely to convert than new customers. So, to scale your sales this Festive Period, you might need to consider giving some thought to remarketing.