Your Christmas marketing strategy is probably the last thing on your mind right now, especially with the recent spells of unseasonably good weather. But if you don’t get ahead of the game, your Christmas sales are going to suffer…
So it may only be September, but with the increasing cost-of-living squeezing budgets and available funds, consumers – already known to start Christmas shopping 2-3 months before the festivities – are looking to start ticking things off the list sooner rather than later. So there’s no time like the present to plan your Christmas marketing strategy and avoid being the last to the party.
Christmas marketing tips
Preparing a complete Christmas marketing strategy is complex and not something that can be explained in a quick article. If you need strategic marketing support, please feel free to have a chat with our team – but to help get you started on the right foot, here are a few marketing tips for your Christmas campaigns…
Sales and CRM data – it’s time to look back and learn any lessons from last year. Which campaigns and strategies resulted in the best sales? How did your website, socials, ads and other approaches perform? What did the customer journey, experience and feedback look like? What are your goals for growth on your seasonal sales stats this year?
Reduce steps to purchase – user experience is an essential focus of any campaign, so don’t make purchasing a pain. Consumers want easy solutions, and expect to be able to buy online in the fewest clicks. We don’t just mean on your website either.
Choose multi-channels – following on from above, to satisfy today’s consumer, you need to get any one-track thinking out of your brain. Ensure shoppers can find your festive wares on social, targeted advertising, your app, website… market through all channels to maximise visibility and sales. And offer an easy-click, secure purchase experience that doesn’t involve combing through your website to order the product you’ve just pulled them in with!
Prime potential purchasers – by starting your Christmas marketing strategy early, you can start to inspire and engage your audience and ensure they’re already sold before they buy. Teaser trailers for new products, playing into the emotions behind gift-giving, introducing offers and simply asking them what they want through more effective social engagement can all be ways to whet their appetites. Many buyers will research online ahead of purchase, so put yourself out there as early as you can.
Segment your Christmas audience – whatever products/experiences you may be selling, understand the appeal they hold to different audiences is essential if you’re to maximise your Christmas marketing campaigns. Who’s buying and who are they buying for? Which of your offerings best fit the buyer/recipient relationship? How can you tweak your campaigns to nurture retention and boost acquisition? Nothing comes in a one-size-fits-all, so take the time to separate your shoppers, adapt your imagery, tone or calls to action accordingly, and tailor your ideas in such a way that you can target more effectively without creating completely unique assets.
Offer value – while last-minute shoppers may be a different story, the spiralling issues within the economy mean that pretty much everyone is looking for a decent deal. Money is tight, so think about how you can demonstrate genuine value. Set up some special Christmas offers – and tease your audience so they’re ready and waiting to grab those reductions or discounts. Consider special Christmas bundles, where your buyers can grab a selection of gifts for different recipients for a cut-price, free shipping or other incentive.
These are just a few things you should be thinking about as you start preparing your Christmas marketing strategy – but feel free to call on our support if you need some bespoke guidance.