Are we already talking about Christmas marketing strategies? But we haven't even got through Halloween yet.
I’m with you. I start seeing Santas and raindeers deck the isles of my local supermarket in October and I wonder whose idea it was to start celebrating Christmas three months early.
However, as a marketer, I know that the upcoming holiday season is one of the most lucrative times of year for most retailers.
As such, there is no time to waste. Jumping the gun and getting your Christmas marketing ready means you avoid problems such as booked influencers and you ensure consumers spend big with you and not your competitors.
In this article, we cover three top reasons you should already have your Christmas marketing strategy meeting on the books.
We all know that one person who is rushing to their local shopping centre on Christmas Eve to pick out a gift for a loved one. However, for most of us, we are a little more organised and our gifts are wrapped and hidden away well in advance.
Consumers are getting more organised and shopping earlier every year. According to a Facebook report, in the UK, 10% of people have finished the majority of their Christmas shopping by mid-November and another 35% of people have started buying some gifts.
Influencer marketing is a powerful channel during the holiday season. Partnering with influencers to promote your products is a great way to boost your brand visibility and sales – when you find relevant influencers.
But this is no secret. Every brand knows this. This is why you need to get your partnerships locked in early. Leaving it too late could mean that influencers that would be a great fit with your brand could already be commited to other deals.
You will then be left searching for other influencers who may have less relevant audiences or end up paying a higher price as you battle with your competitors for deals.
Different marketing channels have different lead times. Some types of campaigns you will want to test and perfect well in advance to ensure they are delivering optimal results when the big wave of Christmas spending comes.
Determine what channels are most effective for your business and how much lead time they need to generate the results you will need to meet Christmas targets.
For example, if you are running a PPC campaign, you will want to get creative locked in so you can start running A/B testing well in advance. This way you can make adjustments to your campaigns before the busiest time of the holiday season and ensure you are running the top campaign possible at that time.
Email is another channel you will want to start early. If you have events, promotions, product launches or similar coming up over the holiday season you will want to inform your subscribers well in advance.
Have your products be the first item on the Christmas shopping list. Often consumers have a budget for Christmas and the products they hear about first will take up the biggest share of the spending. If your business doesn't start promoting your product until November, it doesn't matter if it's on sale, if your consumer has already spent their Christmas budget, they won't buy it.
The holiday season is a lucrative time of year for retailers. It is well worth putting the time and resources into getting Christmas campaigns right. And you need to do it early. October might seem too soon to start running campaigns but some of your audience may already have started their shopping – if you are not targeting them with Christmas offers they will be buying from your competitors.
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