If you’re not advertising this Christmas you’re missing a trick. You really don’t want to be the one to sit on your laurels and regret it; it may seem like Christmas starts earlier every year but the seasonal window for marketing is short.
Take a leaf out of John Lewis books. Their Christmas advert doesn’t come cheap; it’s well thought out, it’s different every year and it’s designed to create brand awareness and bring customers through the door. They don’t advertise what’s on offer, they establish an emotional connection with their audience which creates familiarity and leads to loyalty.
Whilst I am sure not everybody has the budget for mainstream advertising campaigns there are still a few things you can do to increase your footfall this season.
Follow my top tips below to ensure your business maximises its potential.
1. Encourage indecisive shoppers with slogans like “Order Now for Guaranteed Delivery Before Christmas” and “Last Few Left”. Make sure you don’t overdo it though and keep it genuine. Customers are smart and will sniff out a rat a mile away when they are spending money, genuine offers will keep them coming back and your generosity will be the talk of the town.
2. Make your window stand out from the crowd, there is nothing more enticing than a festive display. Make it eye-catching, inspire people and link it to your overall promotion. Traditional snowy scenes always work best, we all want a white Christmas at heart!
3. Promote your offers and activities on Facebook & Twitter. If you have a café or restaurant this is the perfect place for showcasing your festive menu. Don’t forget to encourage them to book, let them know your tables are going fast!
4. If your eatery is located near the shopping area, open early and catch the exhausted shoppers. It’s a great time to offer a free mince pie with a hot drink and advertise your Christmas events.
5. Encourage your customers to join your mailing list and provide them with a voucher in return. January is often an anti-climax, everybody is partied out and spent too much and this offers them the perfect opportunity to dispel the January blues, it also gives you a chance to turn them into loyal customers!
6. Don’t forget your website, online shopping is increasing year on year. Create categories that are gift specific, for example a page focused at the perfect gift for him. This may sound simple but it is a tactic that works. Not only will it help a busy and stressed shopper it will display all your relevant products in one place, which may encourage them to buy more!
7. Teach them to share! Social media is an important part of marketing. Invite your customers to share their online deals and in return email them a promotional code to spend on their next purchase.
Christmas is a season that is jam packed with advertising, the golden rules are not to rely on advertising alone but to combine it with perfect presentation, outstanding customer service and a reciprocal gesture.
But most of all enjoy yourself and have a merry old Christmas.