The 2012 holiday season is around the corner, and for many companies the fourth quarter of the year represents a significant portion of their annual sales and revenue.
To support the sales of your company, I'd like to give you some tips on how to approach a multi-step holiday campaign and some tips and tricks. This blueprint can be easily modified to your company needs, and/or other occasions.
Before we start, you'll need:
Here, I have created something you can start working with immediately. Call it my holiday gift to you.
Couple of tips and tricks:
For those of you who manage an e-commerce shop alongside a brick-and-mortar store, you have to take into account that your audience may buy either ends. Your communications then, need to support it. It can help you increase your footfall in your shops.
Incentives can be tricky. From one hand we want to give our clients a treat for exemplifying desired behavior, on the other hand we want to ensure they do not buy only when there's a sale. Vouchers are proven to be very effective - people like discounts but sales may only peak when vouchers are available. I'd recommend more "constant" incentives such as free shipping, or a discount from a second purchase proportional to the money spent. If you are a luxury brand and you would not like to provide discounts, you may consider giving a gift for X amount of dollars spent, or loyalty points that can be redeemed in the future.
And here are some ideas for the holiday campaign:
With the 4G mobile devices becoming more available and networks offering better coverage, your customer will check your website and mobile communications. Ensure that you have a mobile-supported site, or an app to link communications to. Allow your customers to redeem vouchers/bar codes in the brick-and-mortar stores via their mobile phones. Ensure your email communication is optimized to mobile; preferably using responsive design in place to support mobile content automation.
C'est tout. Till next time, stay tuned.
Christmas decoration image on home page via Shutterstock.
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Based in Hong Kong with a diverse marketing and management experience in Asia, Ohad has managed a number of accomplishments in his fledging career. Highlights include creating the patent registered luxury brand Swana. He speaks four languages and is well versed in the interwining his Western management philosophies into the Asian business model. His experience is complemented with establishing core digital strategies with expertise in e-commerce and email marketing. A regular speaker in the industry events. Armed with a B.A. and M.B.A., he now heads the Asian-Pacific operations of emarsys LTD .
March 19, 2014