How Local Businesses Can Maximize The Holiday Season


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Webinar: How Local Businesses Can Maximize the Holiday Season
Recording now available!

Being a local business during the holiday season should be a joyous time of year, right? Does working in a winter wonderland instead of enjoying it sound familiar? Yeah, we know. That is why using marketing automation in your small business during the holidays can help you maintain and increase holiday revenue and prepare your marketing efforts for 2012.

Register for the webinar and observe as our marketing master, Tyler Garns, shows you how to make the holiday season beneficial to your business by giving you tips on following up with customers during the holidays and how you can use the season to beef up your marketing strategies for 2012.
WEBINAR: How Local Businesses Can Maximize the Holiday Season

You will learn:

Tips for leveraging holiday activities in any local business
The correct way to follow up with customers during the holiday season
How to use the holidays as a jump-start to your 2012 marketing agenda
Three things you can do immediately to actually spend the holidays your way

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How Local Businesses Can Maximize The Holiday Season

  1. 1. How Local Businesses Can Maximize The Holiday Season Presented by Tyler Garns Director of Marketing, Infusionsoft@tylergarns
  2. 2. Boom or Bust@tylergarns
  3. 3. In Retail? You’re ecstatic!@tylergarns
  4. 4. Not in Retail? Holidays Stink!@tylergarns
  5. 5. So, what can you do about it?@tylergarns
  6. 6. 7 Ways to Capitalize on the Holidays@tylergarns
  7. 7. 1 Enter the conversation already going on in people’s heads@tylergarns
  8. 8. Google Insights for Search@tylergarns
  9. 9. Shopping@tylergarns
  10. 10. House For Sale@tylergarns
  11. 11. Legal Services@tylergarns
  12. 12. Divorce Attorney@tylergarns
  13. 13. Legos@tylergarns
  14. 14. Landscaper@tylergarns
  15. 15. Electrician@tylergarns
  16. 16. Gifts@tylergarns
  17. 17. Christmas in July@tylergarns
  18. 18. Use Google Insights for Search • Figure out what people are already thinking • Enter that conversation • Create promos & communications that leverage those ideas •
  19. 19. 2@tylergarns Team Up With A Charity
  20. 20. Team Up With A Charity • People are already feeling charitable during the holidays • People will go out of their way for charitable causes • This may be a way to get people to engage with your company, even when they’re not thinking about you • Don’t try and turn every opportunity into a sale • Doing good will pay dividends (and you’ll feel better too)@tylergarns
  21. 21. 3@tylergarns Create Holiday Promotions
  22. 22. Create Holiday Promotions • This is a given • Understand what a loss leader is and when you should/shouldn’t use this tactic • Get creative • Tie your promotion to your charity • Create a promotion for future services that is only available during the holidays This way you can get people interested in landscaping when they’re not thinking about it@tylergarns
  23. 23. 4@tylergarns Be The Season
  24. 24. Be The Season • Decorate your office/store in a memorable way • Be more cheerful than usual • Dress up (you and the staff) • Be aware of opportunities@tylergarns
  25. 25. 5@tylergarns Sell Gift Cards/ Certificates
  26. 26. Sell Gift Cards/Certificates • Another way to get in front of customers when your product/service is out of season • Have them expire within a timeframe that helps your slow season but still overlaps the buying season • Be sure to plan for redemption in the coming months (you’re robbing Peter to pay Paul - kind of)@tylergarns
  27. 27. 6@tylergarns Advertise on Facebook
  28. 28. Advantage of Advertising on Facebook • People are already on Facebook more than normal - connecting for the holidays AND, they’re in buying mode • You can target geographically • You can target people’s interests • You can target based on what they “like” • You can target based on fan pages they like • It’s fairly inexpensive@tylergarns
  29. 29. 7 Participate in Local@tylergarns Events
  30. 30. Participate in/Sponsor Local Events Like Parades • Many communities have local events for the holidays - get involved • If your audience is big enough - create your own event • Leverage the event for lead generation • Don’t sponsor just for “exposure” (although that’s good too)@tylergarns
  31. 31. The Holiday Season Is the Perfect Time To Follow Up@tylergarns
  32. 32. How To Follow Up • If you haven’t been following up, create a “Humble Apology” communication and add a Christmas gift • Send a Christmas card - but don’t do the generic card with everyone’s signature on it. Make it memorable • Make sure there is a WIIFM for your customers • Follow up in different ways - chain them together@tylergarns
  33. 33. Multi-Media Follow Up • Send direct mail (add a bow so it stands out) • Send a recorded voice message • Send a fax • Use email • Send a text message • Make sure you have permission for each of these • Make it a coordinated campaign, not disjointed communications@tylergarns
  34. 34. Why do this? 67% of people that respond to an advertisement will make a purchase within 1 year@tylergarns
  35. 35. Most people give up too soon 81% of sales are made after the 4th call, by which time 90% of sales reps have quit calling@tylergarns
  36. 36. Use The Holiday Season to Jumpstart 2012@tylergarns
  37. 37. If The Holiday Season Is Your Peak Season... • Use the influx of business to build your list • Use the influx of revenue to invest in marketing & growth in 2012 • Plan Q1 marketing strategies now (you’ll be too busy from late Nov - early Jan) • Offer future discounts now (while you have attention) to spur sales during slow months to come • Plan for gift card redemptions in early 2012@tylergarns
  38. 38. If The Holiday Season Is Your Slow Season... • Spend time planning out all of 2012 • Do research to figure out the conversation going on in people’s minds during each season (remember Google Insights?) • Use the strategies we talked about earlier to get exposure, build your brand, and build your list • Partner with a company whose high season is during the holidays@tylergarns
  39. 39. 3 Things You Can Do Immediately To Spend The Holidays Your Way • Plan your holiday marketing campaigns NOW and put them on autopilot • Get family & friends involved in your philanthropic efforts • Communicate to customers & employees that you will NOT be working during the holidays. Then, stick to it. They’ll hold you accountable.@tylergarns
  40. 40. All-In-One Web-Based Marketing & Sales Automation Solution@tylergarns
  41. 41. To watch a demo:
  42. 42. Q&A 866.800.0004 ext1@tylergarns