Every year, as the holidays roll around, businesses large and small begin ramping up their marketing in an effort to beat the previous year’s revenue. Obviously, some are successful and others aren’t. But, what distinguishes a successful Christmas marketing campaign from one that failed to meet its goals? If you are the owner or operator of a business looking to capture a larger holiday market share, there are some things you should know from the very beginning.
Call in the Pros
Before going any further, it would be one of the wisest things you can do to accept the fact that you are not a marketing pro. Perhaps you own and operate a jewelry store or a novelty gift shop. You are expert in what it is you do, and sadly, that is not marketing. If you want to execute a successful Christmas marketing campaign, call in the pros from a successful marketing and advertising agency. Let them work their magic while you continue to do what you do best within your own field of expertise.
Know Your Customers
One of the obstacles many owners face is that they don’t really know their customers. As the owner and/or operator of a business, you are probably spending a good portion of your time in the back end. You have staff that deal with clients routinely, and they are the ones who know what it is your customers want and what it is that your customers aren’t really excited about.
If you want to launch a successful marketing campaign, enlist the help of your front-end employees. They can tell you what people are saying so that you can make a well-informed decision on what to focus on in your marketing strategy.
Preparation Is the Name of the Game
Since marketing is dependent upon what your customer base is looking for, it pays to start preparing for the holiday rush well in advance. After speaking with your sales reps, you have a pretty good idea of what customers in your market are most likely to buy. However, even a marketing agency can’t give you the success you need if you are ill-prepared for the rush.
Make sure you have ample inventory on-hand and that you are assured you can quickly restock your shelves if necessary. Also, hire additional staff for the holidays to ensure you provide the service your customers have come to expect.
Key Takeaway: You Are Ultimately Responsible for the Success of a Marketing Campaign
Have you ever seen an advertisement for a significantly discounted product only to arrive at the store to be told their shipment didn’t arrive? That is even more annoying than getting to a store which has already sold out of the product you are interested in.
As the business owner, it is your responsibility to release ads only after you have the merchandise on hand in your stockroom and on showroom shelves. By knowing what it is your customers want and offering them the customer service they deserve when visiting your location (in the physical or digital realms!) you will be ready to take advantage of that marketing magic. Marketing pros really can work magic, but only if you work with them.