Organise Your Holiday Promotion For Maximum Results

Your Holiday Promotion Guide

What is it? What we call the most wonderful time of the year is also the most stressful. In a study by the American Psychological Association, 85% of Americans said they’re more stressed about their lack of time during the holidays than throughout the rest of the year. And since small biz owners have to cover all the bases, it can feel like the holidays are a madcap scramble just to keep the garland up. This resource is all about getting organised for the burst of activity around the holidays.

Who’s it for? This is for any small business that wants to cash in on the holiday season. Even if your products and services don’t obviously relate to the season, you can still grow sales with a holiday promotion. All it takes is a little creativity and a solid strategy.

What’s in it? In this guide, you’ll find a ten-step plan for organizing a holiday promotion, along with stories from three small businesses that boosted sales through well-planned holiday marketing campaigns.

Your Holiday Promotion Game Plan

Holiday shopping has become synonymous with deals and specials. Consumers have been conditioned to look for and react to offers from businesses – they are ready to spend so give them a reason buy from you instead of your competitors. Email marketing is considered by digital marketers to be the most effective marketing tactic and can be supercharged with Facebook Ads taking readers to an email opt-in and a landing page to start an email campaign. You must start organising your holiday plan NOW.

Implement these 10 steps:
Step 1: Reflect on Past Holidays – new/existing customers, best/worst products, revenue
Step 2: Set a Goal for Your Promotion – gain new customers, gain referrals, maximise revenue, sell inventory, launch products
Step 3: Choose a Promotion to Achieve Your Goal – buy one/get one free, tripwire for new customers, gift card, limited time offer, coupon
Step 4: Identify Your Target Market – segment your market, ideal customer
Step 5: Position Your Offer – does it solve a customer problem? customer benefits? Why is it better than competitors’ offers?
Step 6: Segment Your Email List – use an autoresponder
Step 7: Tease Your Promotion – this can help segment your market, early bird registration
Step 8: Schedule and Send Your Promotional Email Series
Step 9: Follow Up with Another Offer
Step 10: Measure Your Success.

Limited Time Offer & Buy One, Get One Free

What is it? This marketing plan makes use of the flash sale concept: a limited time offer or discount. The power of the flash sale is that you can build anticipation in the lead up to the sale and follow up with reminders to direct customers either to your website or your store (or both).

What’s in it? This plan includes instructions and two sets of email templates; one set of emails for a limited time discount offer, and one set for a buy one, get one free offer. The templates can be adjusted to fit the specifics of your offer.

Who’s it for? Businesses that sell products (retail, restaurants and online merchants) will find this plan most effective.

Upsells

If you have an e-commerce site, then use this to offer upsells which increases the revenue per customer.

Coupon Offer

What is it? This marketing plan makes use of a coupon to receive a discount, reward, or free gift. In this plan, your email templates will include a coupon that can be printed and redeemed at a brick and mortar store, or an offer code that can be redeemed at your online storefront.

What’s in it? This plan includes instructions and email templates. The templates can be adjusted to fit the specifics of your offer.

Who’s it for? Businesses that sell products (retail, restaurants and online merchants) will find this plan most effective, but businesses that sell services can also use this to entice customers to redeem a coupon for a service.

Collect and Consult

What is it? This plan works best if you have a lead magnet to use for promotion. A lead magnet is a downloadable offering like an ebook, report or other valuable information (designs, etc) that asks your audience to give you their email address in order to receive it. The campaign continues with a follow up email series to offer a consultation.

What’s in it? This plan includes instructions and email templates. The templates can be adjusted to fit the specifics of your offer.

Who’s it for? Businesses that primarily sell services can use this to boost free consultations and boost business through the holidays. It is also very good for high value purchases like new houses, kitchens, home improvements, overseas holidays and so on.

Facebook Ads

Use Facebook Ads to broadly advertise your promotions and direct them to a landing page that sets out your offers after first obtaining their first name and email via an opt-in page.

Email Marketing

It is unrealistic to expect most people to buy after the first contact with you. So you will need to nurture them, now you have their email addresses, over several emails, phone calls and maybe direct mail/postcards until they are happy to buy from you. You need to have a contact plan containing 7 contacts starting with an autoresponder email sequence. This way, you will maximise your conversion rate to sale and achieve your Promotion Goal.

Patterson Digital Marketing Will Help Set This Up

We will help you implement this process, establish a sound strategy, ensure your promotion has a competitive advantage, set up the Facebook Ads, opt-in and landing pages, email templates, coupons and downloadable information.

If you want to boost your customer numbers and sales with Holiday Promotions, CALL US on (09) 449 1005 or (027) 489 5009 or email chris@pattersondigitalmarketing.com and we’ll get you on the road to success.

Chris Kirkham