The holidays are fast approaching, and we in the marketing world have to make sure that we are ready. When done right, holiday marketing can get you significant results; however, often, holiday campaigns are not done correctly and ultimately end up hurting the business for much longer than just the holiday season. We’ve put together a list of 6 common Holiday marketing mistakes that you need to avoid when building your marketing plan this year:
1. Running the Same Campaign Over and Over Again
Basic instinct tells you that, if it worked last year, it will work again this year; however, this isn’t always the case. While businesses should learn what strategies work, they need to avoid repeating the same holiday marketing techniques every year. For instance, just because your company gained a lot of attention by posting copies of employees’ humorous “letters to Santa” last Christmas. Customers won’t find it quite as thrilling if you try the same technique once again. While the holidays are a great time for family traditions, they are not an opportunity to try to start marketing traditions; instead, shoppers want to see something new and original. By presenting marketing strategies that are exciting and fresh, you are more likely to capture someone’s attention and engage them in the buying process.
2. Not Focusing on Your Buyer Persona.
When we think of the holidays, we usually have a preconceived idea of what will work and won’t. It’s important for an organization first to determine their buyer personas before they start building your campaign. This will help them determine what their customers are looking for and where they go for information.
For example, Christmas is generally the first thing that comes to mind, but it’s important to remember that maybe your buyer persona does not celebrate Christmas. Marketing about Christmas when your customer doesn’t celebrate it can seriously hurt you.
3. Focusing on Only One Marketing Tactic.
Too often, companies tend to find one marketing tactic and focus their entire resources on implementing it for their campaign. Although social, email, landing pages, etc. can be an effective tactic, using them alone seriously limits their potential. Great holiday marketing involves implementing an inbound campaign that uses multiple channels to reach potential customers.
4. Mobile Friendly Campaigns.
Organizations must make sure that their online marketing strategies are mobile optimized. According to statistics, more and more people are using mobile devices to do their shopping; businesses need to take note of this and work to reach these customers. Websites should be carefully optimized to provide mobile customers with an easy viewing experience that will prompt them to spend more time on the site and enjoy the ease of making purchases from their device.
What you are offering customers needs to be valuable, not necessarily monitary.
5. Not Offering Customers Any Value.
When it comes to holiday shopping, customers are looking for businesses that will provide value. If your business only presents a product and demands money, you will fall behind. If your organization doesn’t offer something of value, then demands money, you can kiss your sales targets goodbye. Smart marketers present their customer with options that have value like sales, special bundles, superior quality & fast shipping. When people feel like they are saving money they will spend more, so get creative and go wild with offers like “BOGO,” Black Friday sales, Cyber Monday options, and other holiday-themed events. Not only should you offer customers ways to save money, but you can also present them with necessary information on your website, blog, and social media networks. Consider gaining attention with contests, prizes, recipes, and holiday decorating ideas.
NOTE: Yes, you need to offer something of value, but it doesn’t need to be a sale or promotion (although as mentioned – these are great). Take American Eagle for example. They are doing something awesome by simply offering a better quality product and NOT selling it at a discount. Take away: What you are offering customers needs to be valuable, not necessarily monitary.
6. Last Minute Planning.
The holiday marketing season is a once-a-year opportunity that affects businesses long past the new year; it gives organizations the chance to draw in new customers and gain their support for months to come. This is a chance that no business can afford to ignore! Last minute planning is a sure way to run a less-than-perfect campaign. To best reach your audience, begin putting together your holiday marketing plans right now; even though it may seem early, you don’t have any time to waste.
The holiday marketing season presents organizations with a great opportunity to not only see a boost their sales but also gather customers that will continue to make purchases into the new year. By avoiding these 6 common Holiday marketing mistakes listed above, you can make this year’s holiday marketing campaign better than ever! If you’re looking for more information be sure to check out our free Holiday Marketing Handbook