2 seconds after Halloween, it seems like every retail store has put up their Christmas decorations, trying to capture as much of the Christmas market as possible. Typical ways that retail stores use to capitalize on the holidays include extended hours and sales. All this is fine. Today I want to give you an early gift by giving you some fresh ways to think about holiday promotions.
Many people are fed up with holiday crowds, which is reflected in online sales growth and declining sales at some brick-and-mortar retailers. There also seems to be a trend to buy fewer gifts, but those gifts tend to be more expensive luxury items.
In the kind of marketing we should all be doing, we start with the customer in mind. What do we know about people at this time of year?
– Time is a commodity – there is a lot to do and very little time. – People have more shopping to do than they usually do. – People are under a tremendous amount of stress. – People tend to clean and decorate their houses.
These are just some of the factors that affect people during the holiday season. I’m sure you can think of many more. Take these things into consideration and take the stance of being a giver.
Here’s an idea I’ve never seen (so I want credit if you use it). If you have a store, offer free wrapping paper, nothing new there. While people wrap their presents, do they get a free meat rub? You could partner with a local spa, or even a massage school that might also give each client a promotional coupon. You save your clients time, eliminate their stress, and create a fusion marketing partnership with the spa.
If you’re in a home service business, offer additional winterization services for your customers to save them time. Offer a free vacation home cleaning. If you are not in the cleaning business, join a cleaning service again.
Freebies are great. Give away free Christmas trees – Depending on where you are, you can buy a couple hundred for $10 each. The deal could be: spend $100 and take home a free tree. Give away turkeys or full turkey dinners: Many grocery stores have this promotion.
Everyone gives away calendars, look for something different but useful. What about ice scrapers if you live in the north? Blankets, sweatshirts, caps: they are all good promotional items when the cold weather arrives.
Christmas cards are great. People like to receive them and show them off. Hardly anyone sends Thanksgiving cards, definitely consider that. In this politically correct age (gasp) you have to be sensitive to people’s religious sensibilities. Send Happy Holidays cards and not Merry Christmas Cards unless you are absolutely sure your customer celebrates Christmas.
If you have any type of retail business, think about complementary gifts that could be used as a second gift. A florist may include a free gift-wrapped ornament with a certain level of purchase that can be shipped to a different address. Two gifts for the price of one. Buy One Get One Free offers are great around the holidays.
Get creative this holiday season and think about how you can solve your customers’ problems.
Copyright 2005 Comet Marketing