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Most businesses spend the majority of their time doing two aspects:
- Increase sales to customers who already have one.
- Find new customers
However, during the Christmas marketing time, your customers' preferences change, and neither of those targets can be accomplished in exactly the same way. Now, you're selling to the gift giver, not just your usual customers.
Let's say that for 11 months of the year, you sell equipment for hiking to those who love the outdoors. However, during the holiday season, you sell to their relatives, friends and coworkers who want to gift them with gifts. Some of them may not even have an interest in your product, however they are aware of somebody who has.
This audience shift is more pronounced in some industries than others. If you want to maximize your sales during the most lucrative time of year, you need to make a small change to your marketing strategies.
You should plan for these changes in the present and not wait until the beginning of November. Here are eight shifts that are sure to make your holiday advertising communicate to the gift-giver, not the gift recipient.
1. Concentrate on the headlines: identify your audience
Presenters are searching for quick and easy. When you're sending out catalogues in paper as well as posting on social media, advertising on search engines, doing emails to market your products, or hoping that your customers can find the products you sell organically, your headlines have to clearly and quickly appeal to this new audience.
The other seven items on this list all depend on getting this initial one correct. An effective headline for the Christmas season for marketing can accomplish several things:
- State the offer -- it could be a sale price, a product or an offer for a service
- Talk to the audience you are trying to reach -- the gift-giver who is sending money to you.
- Include at least one benefit
- Identify the product or type of product
Consider, for instance, that you sell portable heaters and air conditioners. It is common to use the following slogan: " Infrared Heating Systems -- Save up to 40% and remain warm Through the Winter ."
Take note of the information. It's "save as much as 40%." This is a great deal for anybody looking for a mobile heater. The benefit is staying toasty throughout winter.
However, during the Christmas season, you might shift it to: "Is Your Partner Getting cold at home? Save up to 40% in Infrared Heating Systems."
This is a problem-solution headline and the solution is an offer. A different headline might be:
"Great gift Idea! Keep warm and save as much as 40% on Infrared Heating Systems."
What's important is that you must speak to those who are giving it to, not the person receiving it.
2. Sell gift cards
They are an excellent method to attract new clients. The gift giver will buy an item with the card. However, the recipient of the gift card might be a frequent client for a long time afterward. Another benefit to gift cards is that, unfortunately, some customers never use theirs and forget that they've got the cards. While this isn't why you advertise gift cards, it's an actual fact, and your business still gets cash.
3. Give coupons to customers who are new
The gift givers who are usually first-time customers because they're buying your products for family members, not just for themselves. Want them to shop at your shop instead of else? Offer coupons for the first time they purchase!
4. Design bundles, packages as well as gift baskets
This can be a good way to get super creative when it comes to holiday-related marketing. Make special bundles and baskets which are only available for a limited time add to your ads and headlines with information about gift ideas.
A business that sells survival gear could put together an emergency package with items like fuel, tools, food, and clothing items. Customers could also be given the chance to choose from several options and customize the package of products they purchase.
5. Make friends of people who have liked your Facebook page.
Facebook allows you to create marketing campaigns and send them to Facebook acquaintances of anyone who has been a fan of your page. It's a great way to reach out to people who are buying gifts for people who already have expressed an interest in your product or products or. The following is an explanation of Facebook providing a little more about the concept they refer to as "Connections Targeting."
If you are running a campaign, make sure that your headlines are geared towards this new audience. Examples: "Survival Gear Gift Basket -- Makes a Fantastic Gift!"
One might look at the ad on Facebook and then think of a person they know who is a realist.
6. Include plenty of product details
On your product pages, as well on other marketing materials, be sure to include extra details your gift-giving customers will require.
A friend of an enthusiast for model trains likely won't be able to comprehend all the technical terms that are typically used in a product description and therefore you should leave it out of your holiday ads aimed at this audience. No acronyms. There is no Slang. No niche-level language.
Make sure to clearly define what you like about every product. Don't just list a bunch of features and specifications. If you normally write at the level of 10th grade then lower it to 7th. If you usually write in 7th grade then lower it down to 5th. Create it as straightforward as possible so that even a person with no knowledge about your products can still understand what they're getting, and will believe it's an excellent deal they will recommend to a friend. Yes, this will mean more writing, not less.
7. Offer recommended products and cross-sells
Does this sound familiar? Yes, Amazon does it. If Amazon is doing it, you're sure it's working.
8. Write blog posts and guides to answer questions common to all.
Gift-givers are looking however, they may not know what they're searching to find.
In writing blog entries or guides to answer the most commonly asked questions from customers, you will attract new visitors to your website. Additionally, you could link to these resources on relevant product pages to help those who need a little more detail.
Imagine a customer who comes to your establishment and have absolutely nothing about your products. What kinds of questions would consumers ask about your offerings? Write about that, because that is your gift-giving audience.
Speak with the right people this season
The common thread? The focus is on the presenter. It doesn't mean you have to abandon your regular customers. This is just a reminder that you should consider how your marketing, advertising, and website could be a reflection of the goal of gift giving finding something unique that is sure to delight the person receiving it.