Jingle bells, jingle bells.
Oh, wait. So sorry. We can’t carol before Thanksgiving.
But we can talk about the (fast) approaching holiday season and how it’s time for us marketers to start getting prepped.
When done right, holiday marketing is a great way to capitalize on consumer needs — and spread a little holiday cheer while you’re at it.
We put together four quick tips to get you started on your holiday marketing. It’s no Jingle Bells, but it’ll do.
1. Start early
Planning on waiting around until December to roll out your holiday campaign? We hate to be the ones to break it to you, but that will put you way behind your competitors. Actually, if you wait that long, you aren’t giving your campaign a chance to break through the clutter of holiday messaging.
Holiday marketing should start early. Like, today. Think of a CVS two months before Valentine’s Day — they’re already decked out with heart-shaped chocolates and overpriced teddy bears well before Cupid’s big day.
And sure, a lot of consumers are doing last minute shopping before any major holiday, but that doesn’t mean they haven’t already thought through the products they will purchase. When they are in that consideration phase, you’ll want to be sure that your brand is up front and top-of-mind. They might not capitalize on holiday marketing and deals right off the bat, but if you stay relevant, they’re sure to circle back around.
2. Embrace email marketing
If email marketing isn’t a guaranteed deliverable then are you even doing any holiday marketing?
In all seriousness, email marketing is the way to make a sale — or 5,000 — this holiday season. Consumers love a little online shopping, especially during the holidays. I mean, if you could avoid a crowded mall with a creepy, fake-beard Santa, wouldn’t you?
The proof is in the figgy pudding, y’all. In fact, in 2018, holiday season retail e-commerce spending in the United States amounted to 119.54 billion U.S. dollars. That’s a lot of doll hairs.
When thinking about email marketing during the holidays, there are a few key points to consider:
- Coupon codes
- Abandoned cart emails
And if you’re looking for a little inspiration, see the Tattly example below. It’s short, sweet, and to the point — with room for a special, holiday offer. They even add a little humor in there to spice it up a bit.
Source: Really Good Emails
3. Do a holiday-themed giveaway
Everyone loves a good giveaway, especially during the gift-giving season. Social media giveaways are a great way to increase engagement and get more eyes on your page. And the more potential consumers, the better (in any season, but especially around the holidays).
A holiday-themed giveaway can be the perfect way to get consumers in the holiday spirit. Plus, a giveaway of one product will likely result in the purchase(s) of another. Heck, you may even draw in some purchases from all those who participated in the giveaway, but didn’t end up winning in the end.
4. Never underestimate direct mail
Marketers can get away with digital holidays, but what if Santa was popping into your inbox instead of your chimney? Not nearly as fun to imagine if you are an excited, sleepless 6-year-old. Actually, it’s kind of depressing.
The point is this: People love tangible things. They love the personal touch. They love feeling directly acknowledged and connected to brands they cherish most.
So, figure out your list of VIPs and send ‘em something nice this holiday season. After all, the only snail mail people get these days are bills and engagement announcements. Give them something to smile about when USPS drops by.
P.S. The direct mail example below is from the greatest agency of all time. *Cough* Barker & Christol *Cough*
Check it out for inspiration. And then sign up to receive some direct mail goodness from us this year.