October 20, 2015
It’s almost that time of year again when shopping mayhem commences. This is the time of year when most organizations make the majority of their revenue, so it’s extremely important to possess a substantial marketing blueprint that will pull in hordes of holiday shoppers.
Inboxes become inundated with promotions, offers, various coupons and advertisements. Millions of dollars are spent to win over every possible consumer. Competition is fierce. Creativity and careful planning is, therefore, essential.
Overcoming the immense amount of noise, clutter, and volume of promotional offers thrown at shoppers is a tremendous undertaking. Nobody wants to process abysmal holiday sales. The solution? Start planning and executing effective, creative, and wow-worth holiday campaigns immediately. There is a way to stand out from the crowd.
The Latina Creative Agency recently proved this point in its efforts to increase sales and engagement for The Commons Mall. Over the course of the two-week campaign, Facebook followers increased by 19 percent, an impressive 22,846 impressions were made, and 5,431 individuals entered a contest that was run in association with the campaign.
Below we outline the steps agencies like this take to garner expanded reach, increased conversions, and overall sky-high metrics for any holiday marketing campaign.
In the case of The Commons Mall, a 10-mile radius around the property for targeting consumers was established. This restricted reach allowed the campaign to focus on individuals who lived nearby and were likely to shop at the outlet.
This type of strategic targeting is greatly undervalued in a world that is all about attaining the furthest reach possible. Convenience is a massive advantage in the strenuous holiday season; shoppers crave this since it is such an uncommon seasonal occurrence.
When it comes to promotional offers, there is one golden rule; keep it simple and exceptional. Shoppers are already trying to snatch up all of the must-have items of the season and they aren’t going to buy overly-complex offers or stores that are not targeted in their offerings.
The key is to offer consumers a simple proposal that provides a major benefit. This is the perfect opportunity for brands to run a contest for prizes such as substantial gift cards or hard to find items on holiday hot-lists. Through the deployment of a contest, consumers are ready and willing to engage and spread the word to friends and family members about the offer. This is a fantastic tool to help spread the brand’s promotional efforts through social media and word-of-mouth advertising.
Each and every year, many businesses start from scratch when developing creative marketing materials. This is not only a highly ineffective way of allocating monetary assets, but it is also unnecessary in many cases.
Whenever possible, businesses should be repurposing and rebranding existing marketing materials that have been previously used. This will assist in optimizing the created material while simultaneously providing brand consistency. Utilize any appropriate marketing materials that may be lying dormant by giving them a holiday spin and let them work their magic all over again.
While the compact reach strategy is a fantastic tool for targeting those within close proximity, it will likely still be necessary to try to reach consumers who are not physically nearby. Television and radio ads can still be effective but can often take up a large chunk of the marketing budget. This is where social media comes into play. For social media efforts to be effective, brands must optimize hashtags, post frequently, and attempt to engage consumers through relevant and interesting content.
Keep in mind that social success lies not just in the clever campaigns you launch, but in audience engagement. Many people now use social media as a customer support platform. Make sure you have plenty of folks monitoring your social posts and replying to comments and questions in as close to real-time as possible. This is the ideal way to maximize your social efforts and create brand loyalty.
Mobile devices reign supreme for holiday shopping; it is, therefore, imperative that businesses employ a mobile blueprint for holiday marketing. Mobile has become so ubiquitous that Entrepreneur Magazine revealed in 2014 that 84 percent of consumers utilized mobile devices to search for promotions, find gift ideas, compare prices, and more. This market can be harnessed by the development of a mobile-friendly website, submitting your mobile website to Google My Business for local search optimization, geo-targeting, and proximity sensors that send users promotional information when they are near your store.
No matter your budget, it takes substantial creative ingenuity to get a piece of the holiday action. Employ the tactics above to gain a competitive edge and reap the rewards of the upcoming season.
Is your brand’s marketing blueprint ready for the holidays? What kind of tactics does your brand plan to utilize to help stand out among the retail crowd?
Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach. Learn more on LinkedIn, Facebook and Google+. Visit My Google+ Profile