So, we’re seven days deep in November, but most stores have had Christmas decor and a Holiday Marketing plan in place since before Halloween! If you’re one of the ones grumbling about “premature Christmas decorating” or rolling your eyes at the sight of twinkling lights, glitter, and PURE CHRISTMAS JOY- First of all, shame on you. It’s never too early to get into the Holiday spirit! Secondly, keep reading.
In the wild world of retail, the Holiday season doesn’t wait until after Thanksgiving to kick off. In fact, it starts way earlier.
You see, Holiday marketing is really no different than everyday marketing. Your brand should not exist to sell a product. Your brand should exist to solve your customers’ problems.
People don’t care about your business. They care about their problems. Be the solution that they’re looking for.
Consumers start Christmas shopping as soon as Fall hits- some even sooner! So to make the most out of your Holiday marketing, you need to be ready way before Black Friday rolls around.
So, do you know what it takes to get your Holiday marketing plan working in time to capitalize on the Holiday rush? I’m going to discuss how to approach your target audience and craft campaigns that show them that your brand has the solution to their problems!
Understand your audience
Like any marketing campaign, the key to a successful Holiday marketing plan is knowing what you have to offer to the audience you’re selling to. And I’m not talking about the products you’re trying to sell. I’m talking about the thing that makes your brand the most desirable: value proposition.
Are your products or services more cost-effective than your competitors’? Higher quality? Do you offer more options? Is your brand socially aware? More consistent?
An effective value proposition will:
- Be brief and easy to understand
- Tell others what you do
- Allow your brand to be easily found in an online search
- Explain how your product solves customers’ problems
- Answer the question: “As your target customer, why should I give my business to you instead of your competitors?”
Specific value propositions attract specific consumers, so understanding what your value proposition is will help you identify your target audience.
In digital marketing, the competition is only a click, swipe, or tap away, so it’s vital that you pitch your brand to the right people in the right ways. Understanding who your value proposition attracts and why will give you the confidence to create a compelling Holiday marketing plan that consumers can’t resist.
Win them over
While knowing your unique value proposition is beneficial, Holiday marketing is an intense game, and standing out from the competition is typically more difficult during the most wonderful time of the year.
Whether it’s your needy Aunt Nancy or a stressed-out salesman, the appetite for your attention during the holidays is insatiable. And while it’s nice to be wanted, it gets exhausting.
For your brand to stand out in the midst of the madness, customers attention has to be earned, not demanded.
If you can give customers a campaign they actually enjoy, you can break through the Holiday marketing fatigue and create an experience that customers love. Try not to frustrate or overwhelm them. Create content that will warm their heart or make them laugh or smile. They’ll be grateful to your brand for evoking positive emotions and be more eager to buy from you.
Send a message that perfectly fits the needs of your target audience, and gives them an experience that will make their lives easier.
Think ahead. Build brand loyalty
In the holiday rush, it’s hard to think ahead. The nature of the season can easily attract first-time customers, which is great, no doubt, but the goal is to keep ’em coming back in the first quarter of the new year.
To build your base during the season, strive to make sure customers have a smooth experience. Often times, a spike in store traffic can also mean a spike in technical issues or customer confusion. Backtrack to last year and take note of any issues that can be solved ahead of time this year. Create a customer service plan specifically for the Christmas season.
When you take care of your customers, you’re building brand loyalty.
Another way to keep customers loyal is to invite them to connect with your website, email list, and social media channels. Post a balanced mix of engaging, entertaining, and informative content throughout the season and once the season ends. To put things simply, withstand the urge to ONLY promote in November and December. Your customers want a relationship with your brand all year long.
So, next time you walk into a store that is decked out in all things Christmas, don’t roll your eyes. Use it as a reminder that it’s time to get your butt in gear, and get to work on your Holiday marketing plan!