Christmas can be the worst and best part of a business owner’s year.
One the one hand, sales are usually easier because everybody is shopping, meaning you’ll probably be making more money than usual, which is great! On the other hand, you’ll probably also be in manic-chaos-meltdown mode, which *maybe* could be better.
With so much to juggle, it can be easy to get overwhelmed, but the key to smashing your sales strategy in the festive season is PREPARATION. So many businesses fail to prepare for Christmas and don’t have a marketing plan in place, and they’re stuck scrambling to put something together in the third quarter, on top of balancing an increased sales volume! Getting a solid strategy for tackling the Christmas period in place now might seem like putting the cart before the horse, but I promise it’s worth the effort come December.
There are two key areas to consider when devising your Christmas marketing strategy, and these are your product and your promotion. When done right, these two factors are going to have a massive effect on your sales, so here is my advice for making sure your they’re on point, with plenty of time before Christmas to spare!
- Reverse Engineer Your Product Lines
You know how they say ‘hindsight is 20/20’? It definitely applies here. Take a look at your sales metrics from Christmas last year: what did well and what didn’t? What was your hero product? Was there a specific design or range that you just couldn’t keep on the shelves? We all want to keep it new and fresh, but if you found success selling a certain item last year, then make sure you’re pushing it again to maximise your profits. Even better, find a way to push this best-selling product further. Was your bestseller a low value item, like a cute greetings card, or a quirky postcard? A great way to capitalise on this is to transfer the concept to a higher value item. For example, if you created a fun postcard with a hand-drawn illustration, this could easily work as a design for a pillowcase, an art print or a tote bag.
Another great way to take advantage of your best-selling product is to use bundles; placing the product with others that maybe did not sell as well to increase the purchase price. This is something that Sephora do really well around Christmas time: they will often create a gift set of a brand’s range which includes their hero products mixed in with other lesser known items to sell as much of the range as possible.
- Build Your Audience NOW
Don’t wait until Christmas comes to invest more time in promoting your products! Spending time now to develop a following will mean that by the time the holidays arrive, you will already have a warm, engaged audience who are more likely to be receptive to your ads. Not only will this make your ad campaigns soooo much more effective, it will also help you bring down those crazy seasonal CPM costs. So in the run up to Christmas, it’s essential to be: posting regularly on your social channels and website, interacting with followers, and focusing on growing your email list. Every new follower and subscriber you gain could be a potential customer come gift-giving season, so really make the most of it. You want to get your products and your brand in front of as many eyes as possible, so boosting and promoting your posts can also be a great way to increase your customer-base for very little spend.
Top Tip: retargeting people who have engaged with your Facebook page can also be massively effectively, as well as pretty cheap!
- Promote, Promote, Promote!
Just like you wouldn’t put your house up for sale and not bother putting up a for sale sign, you can’t expect that people will just stumble upon your website and somehow become a customer. You need to put your brand out there and show people why your products are worth their money, and why your brand is the one they should trust and invest in. Plan your promotions well, and make sure they’re posted across all your platforms, including your socials and website, your email marketing and your paid ads. Everything you can do now to get your brand out there and right under the noses of potential buyers will really pay dividends down the line.
At its most basic, marketing is simple: the right product, at the right price, for the right person. You already have the perfect product, and Facebook has made it easier than every to find the right person, so marrying these together and using Facebook, as well as other channels, to promote your product should be the perfect recipe for success come Christmas. Good luck!
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