While it might feel like we’ve just packed away the summer BBQs, the Christmas countdown has officially begun! Yes, we know it’s only October, but in the marketing world, it’s never too early to start sprinkling that festive magic.
Christmas – it’s the most wonderful time of the year, and for many businesses, the busiest and most lucrative. The potential to clinch brand-new customers or bring back returning clients is higher than ever, but it is easier said than done. With every other company having the same hopes of making the season their most successful yet, and customers being careful with how they spend their money, the competition is tougher than ever. So how do you make sure your business stands out? Read on to discover more…
Start Planning Early
The key to a successful Christmas campaign is preparation. Start planning now to avoid last-minute stress and ensure every detail is perfect.
Time is precious at Christmas so you need to ensure you’re being seen when it matters. Starting early means that you can raise your brand awareness and SEO before the big rush, giving you a leg-up. Plus, it means you have more time to create consistent content which makes you look more reputable and will give the customer a great sense of the kind of business you are. Begin by setting clear goals for what you want to achieve. Whether it’s increasing sales, boosting brand awareness, or launching a new product, having a clear objective will guide your campaign strategy.
Key Steps to Get Started:
- Set Your Goals: Define what success looks like for your campaign.
- Create a Timeline: Map out when each element of your campaign needs to be completed.
- Allocate Budget: Determine how much you’re willing to spend and allocate funds accordingly.
Choose Your Offers and Products Wisely
Christmas shoppers are on the lookout for great deals and unique products, services or experiences that make perfect gifts.
First, work out what you want to promote most this Christmas. Think about what your customers want. What are they searching for on your website? What gets the most clicks? Use your business’ internal research statistics to find out what will be relevant to them and centre your content around that so that you are the answer to their question – and subsequently, the easy choice. Consider bundling products together or offering exclusive Christmas-themed items.
Tips for Selecting Offers:
- Highlight Bestsellers: Promote popular items that have a proven track record.
- Introduce Limited Editions: Create a sense of urgency with limited-time offers.
- Offer Discounts and Bundles: Make your deals irresistible with special discounts or bundled packages.
Craft Your Unique Selling Proposition (USP)
What makes your business special? The easiest way to stand out and be chosen is to be different. Take note of what you do differently to competitors and use that to your advantage. It’s all part of giving the customer a better experience than elsewhere, and that’s what you need to hone in on. Your USP should be at the heart of your Christmas campaign. Whether it’s exceptional customer service, eco-friendly products, or unique handmade items, make sure this message is clear in all your marketing materials. For example, our USP for advertising solutions is that we are a publisher with access to first-party data – our reach and targeting options help us to stand out from other providers.
Steps to Define Your USP:
- Identify Your Strengths: What do you do better than anyone else?
- Understand Your Audience: What are they looking for during the Christmas season?
- Communicate Clearly: Ensure your USP is prominently featured in all communications.
Guarantee a Positive Experience
With the cost of living crisis still affecting our everyday lives, people are extra cautious about where and how they spend their money. Showing that you’re a reputable business that creates positive experiences can give you the upper hand. Many purchases are made with more consideration than just the product – it’s also the experience of buying, receiving, and using it that provokes emotions and feelings – so make sure that element is always easy for potential customers to see.
Tips:
- Display Positive Reviews and Ratings: Reassure customers you’re good at what you do.
- Keep a Consistent Brand Image and Tone: Stay true to your brand ethos, it will give customers confidence in your company.
- Use Case Studies in your Campaign: Seeing how you’ve helped people will encourage new purchases.
Think Outside the Box
Try to think of your target audience’s other interests so you can reach them differently aside from more traditional marketing.
Different Ideas:
- Jump on a Trend: Think if there are any trends you can jump on, such as TikTok viral videos, national days or topical events. This can help to show a fun side of your brand and seem less commercial.
- Collaborate with Influencers: Partner with influencers who resonate with your target audience. Influencers can bring a fresh perspective to your campaign and help you reach new followers. Choose personalities that align with your brand values for authentic promotion.
- Host Virtual Events: Organise virtual events like live-streamed product demonstrations, Q&A sessions, or festive workshops. Virtual events can create a sense of community and engagement, allowing you to interact directly with your audience in real time. Plus, they offer a unique way to showcase your products and services in action.
Never be afraid to think differently, but remember, you need to make sure it’s relevant to your brand so that you maintain consistency to lock in that authenticity.