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‘Tis the season… To start planning your Christmas campaigns

September 9, 2013

I don’t know about you, but no sooner have I brushed the sand off my beach towel, that with a slightly heavy heart, I hear the sound of sleigh bells jingling in the distance.

Now don’t get me wrong, I love Christmas. I even enjoy Christmas shopping and cooking for what seems like 300 relatives, but the beginning of September? Really?

I shouldn’t feel too disheartened however. It’s true that Christmas does come early for marketers but by identifying a strategy now for what is the most impactful shopping season of the year, you can ensure that your campaigns are successful, and that you are prepared for the busy period ahead.

The festive season is a huge opportunity not only for brands to increase sales, but also for companies to reach out to their valued customers in a personal and intelligent manner.

During this time we are all inundated with marketing promotions and sales. It’s extremely difficult to stand out from the crowd, so don’t wait until November to engage with your audience.

Even after cultivating an early relationship with your customers, the plethora of campaigns in November and December can make it a challenge to remain at the forefront of people’s minds so it’s worth looking at strategic ways to reach your customers during the holiday rush. This may be by moving away from the traditional Christmas/festive campaign or by taking a humorous approach to a traditional idea.

But, whilst it’s great to be innovative, it’s important to keep in mind your core values, so don’t throw the Christmas baby out with the bathwater! The old ones are sometimes the best. Look at which marketing tactics you tried and tested in previous years and how you can develop ideas from your past successes (and it’s always worth keeping an eye on your competitor’s activities).

I hate to be the first with a Christmas list but here’s a few ideas to get you started:

- Campaigns with gift suggestions
- Communicate urgency and cater to last-minute shoppers
- Send a Christmas e-card to customers
- Promote online or in-store gift-card redemption
- Send ‘Advent calendar’ or “twelve days” countdown messaging and themed offers
- Be clear about last order/delivery date
- Plan for your Boxing Day and January sales offers

Feel free to contact us to discuss your seasonal strategy and we promise not to wish you Happy Christmas just yet.

Posted by Rebecca McCormick

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