7 Things You Should Do Today to Kick-Start Your Holiday Marketing
If you’ve been putting off planning your holiday marketing strategies, you know you’re already running late, so let’s get things started with these seven tips to kick-start your holiday marketing activities.
- Create some cash: The holidays might a very lucrative time of the year, but they can also be very expensive. You’re going to need to find a little extra cash to fuel all that additional marketing spend and pay for the extra help you need to deliver on your promises over the season. Poor cash flow can really hold you back and spoil any real potential during the holidays, so take the opportunity now to liquidate any old or distressed inventory with a flash sale. Remember, old stock left sitting on shelves is costing you money and may limit your biggest opportunity of the year. If nothing else, having a sale will create more space to move around. Get it shifted now.
- Mark up your calendar: Get those key holiday marketing dates to the front of your mind. Don’t just focus your efforts on the big sales events (Black Friday and Cyber Monday). For example, take note of your last shipping dates (local, national, international) and plan your marketing campaigns around them.
- Fill any gaps: Competition will be fierce around the major holiday shopping days — so make sure you have activities running throughout the months of November and December. Remember, the more you tell, the more you sell. A carefully segmented email list based on previous engagements will help protect your customers from email fatigue.
- Schedule your campaigns in advance: Set all of your email campaigns up in advance and schedule them to run automatically based on your marketing calendar. Waiting until the last moment to create and send a campaign may result in you missing an important deadline. Remember, you can always slot in additional campaigns to boost your efforts if you fall short of expectations.
- Incentivize your team: Set targets based on previous years’ activities and reward your staff for exceeding them. Every item shipped on time, every phone call answered and every email replied to in a timely fashion is an opportunity. The more motivated your team — the more successful everyone will be. Incentives don’t have to be huge. Remember to keep things fun.
- Carefully monitor resources: Make sure your warehouse staff and customer service teams are primed to deliver on your promises. Be sure to make your campaign schedules available to everyone on your team and check back with them throughout the holiday period to ensure they are not falling behind or struggling to meet demand. Remember, if the team is struggling, it’s better to pause or delay campaigns than to let customers down.
- Keep communicating: Start and end your day with an update on your activities. Be sure to take the time to listen out for any challenges the team might be facing and be ready to make changes to your marketing schedule to redress the balance. Remember, when people are busy, they may not have time to read a memo — so it’s always best to do a quick five-minute stand-up meeting.
How are you preparing for the holidays? Share your comments below: