As a follow up to the regular “Looking Ahead – Marketing Calendar” feature, here’s a special guest post from Troy White from “The Total Package”.
Some great marketing tips that can be applied for other seasonal events, not just Christmas.
Over to Troy and his “Holiday Promotions Ideas You Can Take To The Bank”…
Holiday shopping season is now in full swing … are you doing everything possible to make the last couple months of your year the best?
Right now is when you need to be out there in front of your clients – showing them exactly why they should shop with you again.
This is on top of your efforts to attract new clients.
How To Maximize Your Results
This Holiday Season With 8 Easy Steps
1) First thing you need to do is make them an offer they can’t refuse. And the easiest way to do that is to bundle your products and services in new “Holiday Packages” that are not available at any other time of the year.
Because they are looking for a deal. A deal they can’t find anywhere else – and it doesn’t mean the cheapest price either … it means the most attractive offer.
Do you have multiple products and services?
Have you created an inventory of your products and services?
Do it – right now … the results will amaze you.
List off every product, service, report, package, or incentive you have for your clients.
Then, fit like-minded products together in a few different ways – have a Silver, Gold, and Platinum package arrangement ranging from inexpensive to medium ticket price to high-end price tag.
For example, maybe you run a massage business.
You could offer a 60-minute massage, a book on at-home-stress-relief, an audio complete with soothing music, massage oil for at home use, and a couple of nice candles to top it off.
Let’s say you price this at $75 – which is the perfect price point for many lower end gifts – package it up nicely with gift certificates on nice paper, a basket, and wrapped up professionally.
Your Gold offer – Monthly massages for six months, free spa products, the book as above – plus one more on creating your own spa at home – the candles and oil also included, plus a nice pair of slippers for lounging. Price tag – $500.
Your Platinum package – 12 months worth of massages, all of the above, plus a facial and pedicure every other month (done by someone you subcontract with). This for $750.
This gives you three very nice packages that you can offer your clients … packages that are not available at any other time of the year.
Bundle them up real nice and have them wrapped up like a pro – and you will make a very attractive offer for your clients that are looking for simple gifts they can buy – right up to the husbands who will pay the big ticket price tag knowing that the gift they are giving their wives will be very much appreciated for the next 12 months.
2) Use some interesting numbers in your bundle and promotions. For example, right now is the end of 2008 … why not have a year-end bundle sale that saves them 20.08% off the purchase price?
You can have all the promotional material with the 20.08% OFF theme … it is different and stands out from everyone else (key right now) … and it encourages them to buy the bundle, rather than the smaller packages.
3) Use some unusual cartoons and artwork for your holiday promotions. Last year, I used this Santa cartoon for my Wild West Christmas Bash and it was very well received. (People LOVE a funny cartoon and you can get them done custom for you for under $50 at www.dimpleart.com.)
4) Make sure people know you have holiday bundles and specials available on your website. Take your hints from Google and Oriental Trading. They switch up the holiday banners on the main pages regularly.
Have a fun graphic done with you in a Santa suit … or an elf outfit … or riding in a sled dropping presents … or, or, or. The DimpleArt.com team can do pretty well any type of cartoon you want.
Once you have them ready … use them everywhere. On the top banner of your website. In your e-mails. On your invoices and with stuffers that go with your invoices. On your business cards.
Even have some voice-over work done for a Christmas greeting on your answering machine.
Now is the time to have some FUN!
One client I coach is chomping at the bit to roll out his holiday viral video contest idea I gave him. One that involves kids, clients, messes made by the kids … and some great laughs that is guaranteed to drive a ton of traffic to his site this season.
Video is perfect for this … all you need to do is find a video professional that can help you put it together in a short period of time.
5) Product launched out? Well, chances are your clients aren’t. While most of us in the marketing world feel abused by all the launches out there … most people have no clue such a thing even exists. Find ways to tie in a weekly holiday gift launch. Or a daily special.
Make sure they know that each product launch or bundle opportunity is only available for ___ days. Anytime you can have a proper deadline (a real deadline and scarcity draw … unlike many others out there), you will immediately increase your response.
6) Offer existing customers a Platinum membership and upgrade … for free. Give them a gift for being a devoted customer and give them gifts, extra discounts, membership cards and benefits.
Everyone loves an unexpected gift … and they are much more likely to buy when they experience this.
7) Get promoting … NOW! Time is running out. How do you get the word out?
Postcards – Simple … easy … a great way to drive traffic to your holiday bundle sales page.
Direct mail – Send them a simple letter to tell them what kind of special deals you have put together for them this year.
Phone calls – Call all the customers and prospects that you have numbers for.
Personalized faxes to people who have bought from you before.
A warning though … if you are going through all this effort and work to improve your holiday sales – you had better make sure your message is done right.
The Web page sales pitch you use must convince them to buy.
The sales copy you use must compel them to take action.
The image you are portraying to your clients and prospects must show them you know what you are doing – and will treat them with the utmost of respect.
Here’s some wording you can use in your promotions at this time of year:
Your Regular Holiday Feast of Wealth-Creating Words
Gathering Ho Ho Ho Elves
Harvest Snowman Celebrate
Christmas Nutcracker Homecoming
Decorations Sleigh Bethlehem
Festival Candy Canes North Pole
Holiday Blessings Resolutions
Cheers Peace Family
Happy Hope Feast
Greetings Joy Jingle Bells
Gifts Stockings Reindeer
Ribbon Nativity Hug
Surprises Sweetest Kiss
Ornaments Reindeer Love
Mistletoe Old-Fashioned Rudolph
Wreath Yule Feliz Navidad
Jolly Worship Dance
8) Don’t be timid about the language you use. We are becoming way too politically correct with our wording around the holidays.
I heard the other day they are now thinking of changing Halloween to “Orange and Black Day.” (Maybe this is a stupid Canadian thing … or maybe it has spread to other countries.)
People are scared to say Merry Christmas now … because this “politeness” (I have another word for it) has gone too far.
Don’t be scared about enjoying your holidays and making sure EVERYONE knows you do.
You will attract the right kinds of buyers … and get rid of those who are too easily offended by traditions that have spanned generations … even centuries and millenniums.
Trying to appeal to everyone is the worst thing you can do.
Be yourself this holiday season in your promotions … have some fun … be unusual … and give them some good reasons to buy from you.
Find a few ways to make these lessons work for your business …
To your success
This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.