Leaves are changing, and everyone is gearing up for the holidays. That means it’s time to get your marketing ready for the new season. Many businesses are offering holiday deals, providing clients with discounts, and preparing festive social media content this year. You may be doing the same things. So here is the question, does your marketing stand out in the crowd? Here’s how to find out – and how to improve your holiday marketing campaign:
Learn from the past
As you move forward with your seasonal marketing, be sure to incorporate previous year’s successes and work out how to avoid any failures. An easy way to catch a campaign before it fails is to keep track of metrics.
Additionally, make sure you consider points of comparison. If you got in 500 qualified customers after the first week of last year’s holiday campaign, be sure you get at least 501 qualified customers after the first week of this year’s campaign.
Sometimes comparing metrics from one year ago is not comparing apples to apples. You may have grown as a company since then, your product may be different, or your target market may have shifted. If this is the case, keep last year’s campaign in mind, but also be sure to compare this campaign’s metrics with more recent successful marketing campaigns.
Use proven marketing methods
There are many outlets for getting out your message. Some avenues work better than others. For example, online ad blockers have increased in efficacy and frequency of use. This makes online ads less useful than it used to be. In fact, we may be seeing a renewed interest in both e-newsletters and direct mail campaigns, with one study by Epsilon reporting direct mail as an influencer on 77% of shoppers.
So, be sure to do your research and reach clients with current, effective methods.
Keep your messaging strong
Your customers are being advertised to on every street corner, in every store, and on every computer more than ever. Not only that but the added pressures of holiday obligations and the increased marketing efforts of competitors can edge you out of the game. Be sure to broadcast your message across every outlet you have and keep that messaging going.
This doesn’t mean you have to say the same thing across every channel. In fact, you shouldn’t use the same copy across every channel all of the time. Your message should be directed at specific demographic groups that use the channels from which you are reaching out. However, you do need to keep your messaging both consistent and constant.
Show that you are community minded
If one of your target demographics is the Millennial generation, be sure that you not only promote your product but your giving spirit as well. Run a toy drive or donate to food pantries this holiday season and let your clients and potential customers know about your generosity. Millennials and older generations tend to support socially minded companies.
Keep monitoring the metrics
As you move through this holiday season, keep an eye on your marketing metrics. If you see an unusual rise in sales, find out exactly what was done and work out how to replicate it.
It may be that your marketing campaign is effectively getting ten sales a day, but two days after you start handing out free pens with your logo on them with every sale, the number bumps up to eleven sales a day. Make a note of every single action that creates a rise or a dip in metrics and then reinforce what works while dropping out what doesn’t.
This holiday season, don’t leave your marketing up to chance. If you aren’t certain how your company can follow the above marketing strategies, or you need help in creating a marketing plan, contact us today. We offer marketing consulting services that will help you create a laser focussed campaign.