For the small business, perhaps no time is as important as the holiday season. Customers turn their minds to Black Friday shopping and, of course, those prized Christmas gifts.
As a business owner, there are plenty of options for marketing your brand and products to get their attention. The question is, which are superior? You could stage a massive Facebook campaign, send out mailers or dress up the new employee as a snowman and send him out to the street corner with a sign.
To resolve at least some of those dilemmas, we’ve pulled together guidelines for building a winning holiday marketing campaign. We found these ideas from VerticalResponse.com, the U.S. Small Business Administration and ThriveHive.com.
First, you should consider the time element. It’s likely at least some of your competitors are creating a marketing plan, too. To get ahead of them, prepare and launch your campaign ahead of major holiday shopping days.
Second, identify ways to reach your customers directly. Examples include sending direct mailers to prospective customers’ addresses on several consecutive weeks and delivering email newsletters that are friendly and relevant. You might use a newsletter to provide a roundup of deals or a coupon.
Third, consider creating tools to help your customers make purchasing choices. You might post a list in your store suggesting the top 10 gifts for grandparents, for example. You can also set the tone of the holiday with appropriate color choices, graphics and decorations in-store and on social media.
Finally, don’t be afraid to try something new. Partner with a local restaurant to print table tents that promote your company and its products. Sponsor a popular community activity that draws people in your target audience.
No matter what strategies you choose this holiday season, remember to focus on making the customer feel valued and supported. Keep communications personable, make purchase suggestions and celebrate the season in a colorful and cheerful way that’s impossible to resist.
Happy holidays!