The holiday season is known as the time that makes or breaks companies dependent on seasonal sales. Competition is fierce. Already short attention spans are overstimulated with marketing messages, family demands and increased workloads. Breaking through the chaos requires more than super discounts and great copy. People expect a great shopping experience.
Companies that want to win the holiday challenge start early, plan well and focus on the customer. They invest their resources in understanding what their customers want so they can deliver. Surprisingly, price is not the top priority when people choose brand loyalty. They care more about the experience than the discount.
This is really good news for companies that don’t have the negotiating power of big box stores. Instead of creating promotions that destroy profits, they can invest in programs that improve the shopping experience. There is one caveat: If your company has been participating in the “how low can we go” marketing strategy, you will have to retrain your customers. Once people have been trained to expect deep discounts, marketing that doesn’t include them won’t be as effective.
Marketing for the holiday season needs to start now to optimize your return. Connections have to be established between your company and the people who will buy your products or services. If you already have good customer relations, focus on making them better. If your relationships need improving, focus on fixing them. The things you do today make selling easier tomorrow. To get started:
- Think lifetime value when creating the shopping experience. Most marketing plans focus on sales for specific campaigns instead of looking at the long term value of loyal customers. This can create an environment where hit-and-run customers generate revenue while reducing profitability. By the time the problem is recognized, it may be too late to save the company.
- Walk in your customers’ shoes to find the pain points. The easier and more enjoyable you make the shopping experience, the less people care about the price. Test every marketing channel to see how easy it is to understand and navigate the buying process. When you have finished, watch someone who doesn’t normally shop your business test it. Fix everything that needs it.
- Integrate channels for efficiency and effectiveness. Consistent messaging and the ability to cross channels with ease provide quality branding and keep people engaged. Find ways to make the channels work together where they leverage strengths in one to offset weaknesses in others.
- Optimize communication to insure exposure and accessibility. Email deliverability, copy effectiveness, website usability and social media engagement can be optimized to maximize the return. Paying attention to the details makes the difference between a good communication and a great one.
- Educate visitors on products and processes. People that understand the products your company offers and how to use them tend to buy more. Create content that teaches the best ways to use products and services. Your prospects will convert and customers will keep coming back.
- Simplify Everything. Making the buying decision and purchasing process simple endears people to your company. Life is complicated. Shopping with your company shouldn’t be.
- Target to provide the right offer at the right time. Part of the simplification process is making it easy for people to buy what they need with minimal effort. Targeting people with the right message based on their behavior improves the shopping experience.