Even when the sun shines strong and people walk around wearing shorts, businesses need to start thinking about their most productive weeks and months in order to maximize their sales potential. The holiday shopping season represents some 20 to 40 percent of annual sales, according to the National Retail Federation, with an increase of 3 percent on average over the past decade. How can a small business plan a holiday marketing strategy to tap into the billions of dollars that change hands during the first weeks of winter?
Make Goals
Hoping that your product sells represents a reasonable, if extremely basic, goal, but a strong company will lay down more comprehensive metrics for a successful season. IContact.com suggests increasing customer base, generating higher profit margins or creating a stronger company image, but cautions businesses not to try to do all at once. Instead, work on a single factor at a time. Consider any metrics or products that performed poorly in the past year that could be given a shot in the arm for the upcoming season.
Make Marketing Mobile
As more and more customers become capable of accessing their digital lives with a push of a smartphone or tablet button, companies that can match the high demand for mobile marketing and platforms will succeed over those who cannot. Juniper Research has concluded that no less than $55 billion will go into mobile marketing over the next three years. Cyber Monday may give way to Mobile Tuesday in the near future, and companies capable of handling every element of marketing and sales via mobile will capitalize on it. Develop apps, social media support and texts for your marketing campaign in order to get the most value out of mobile popularity.
Partner With Other Businesses
Any publicity is good publicity, especially for a small business with fewer resources than its competitors. In order to get a leg up on the marketplace, consider creating a business association with other small companies in your community. Inc.com notes the advantages of a small business partnership compared to a corporate partnership: for a small company, the “pass through” laws permit no additional taxation, and no registration with the state becomes necessary. Become active in a community Chamber of Commerce or Better Business Bureau to find potential partners and increase your exposure, along with holiday revenue.
Remember The Classics
Creating a personal touch in a marketing campaign can result in more sales than any social media update gone viral. The cards sent out during holidays can be a huge boon for any marketing plans, since these reach out to customers on an emotional and personal level. Using a personalized service like Minted holiday photo cards can create an emotional bond no sales pitch ever could. Sending holiday cards out ensures that each recipient knows that they represent more than just a financial transaction, but rather an important relation with you and your company. This helps a company to connect with a customer as part of a personalized “we” rather than a mere “them.”
Happy Holidays! Bon Appetit!