Marketing for the Holidays

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Marketing is so much more than promoting and selling these days. With the advent of social media, email newsletters, building a platform, and branding – marketing is more creative and more far reaching than ever before. This October Business Bytes will show you a hands-on approach of preparing and creating a marketing plan for the holidays. The tools you’ll learn will help you be proactive, intentional, and prepared for the slew of opportunities coming in the next several months.

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Marketing for the Holidays

  1. 1. October 14 & 15, 2013 Julie Kittredge Business Services Advisor
  2. 2. Missed Opportunity
  3. 3. Don’t miss out  Retailers make 20-40% of their annual sales during the holiday season  90% of retailers will send out at least one promotional email on Cyber Monday
  4. 4. One for me, one for you! According to the National Retail Federation, 59% of holiday shoppers said they planned to spend an average of $139.92 on items not meant to be shared. (2012) Photo credit: Darius Darkly, flickr
  5. 5. “By failing to prepare, you are preparing to fail.” ~Benjamin Franklin  Create a marketing calendar  Spend a couple of hours planning the next three months or more.  Treat your time like a meeting  Anticipate …  Appropriate holidays  Popular shopping days  Peak seasons – for your business and your audience
  6. 6. Create your Marketing Calendar  Use a free – editable blank Calendar  www.WinCalendar.com  Excel  Google Calendar  iCal  Editorial Calendar – blogging plugin’s  Paper & pencil  1/3 Business, 1/3 Industry, 1/3 Personal
  7. 7. What to consider  Early sales  Holidays  Black Friday  Small Business Saturday  Cyber Monday  How do your customers shop?  On-line? In person? Cash? Paypal? **Awesome holiday marketing infographic here**
  8. 8. Communicate  To your audience – how can you help them?  How can your products or services meet a real need?  Solving a holiday problem?  Appealing to their lifestyle  Finding the perfect gift  Solving the time crunch  Make it easy!     Free shipping Free gift wrapping Throw in extras where appropriate Offer gift cards
  9. 9. November 2013 ~ November 2013 ~ ◄ Oct 2013 Sun Mon Tue Wed Dec 2013 ► Thu Fri 1 Sat 2 Story: Event: Give a glimpse into my fall Smith Family Session photo walk and some personal reflections during that time. 3 4 5 6 7 8 9 15 16 Story: Share the story of the special settings I used to capture my daughter during a special moment Event: Last Session opening 22 23 29 30 Teaser: Working on a fun new offering (photography workshop) 10 11 12 Teaser: Blog a peek of the new nature photo calendars – see what’s coming soon! 17 18 13 19 20 Event: List new photo calendars in the shop 24 25 14 Announcement: Blog complete Smith Family Session Include announcement about Saturday session availability 21 Story: Share holiday photo tips for capturing the story of thanksgiving 26 Announcement: Email monthly newsletter highlighting new listings in the shop along with the Black Friday coupon code *highlight new calendars! And new December photo workshop!** 27 28 Happy Thanksgiving! Event: Event: Black Friday Small Business Saturday Social Media reminder of Special coupon code coupon code celebrating the support of small businesses More Calendars from WinCalendar: December, January, February Plug in each step into your marketing calendar STEP 1 STEP 2 STEP 3 STEP 4 Blue = Marketing Event Green = Announcements Peach = A teaser Pink = the story behind your product or service Inspired by: http://makezine.com/craft/crafting_your_online_presence_3/
  10. 10. December 2013 ~ December 2013 ~ ◄ Nov 2013 Sun 1 Mon 2 Tue 3 Wed 4 Jan 2014 ► Thu Fri 5 6 Tease: Announcement: Offer a peek at the Free shipping last two workshop materials & weeks! bonus items recipients will receive. 8 9 10 11 Story: Favorite parts of the workshop, with a groupshot or students in action from the workshop. 15 16 Event:: Workshop:: Taking better holiday photos with any camera 12 23 17 24 Tease: Wishing everyone a Merry Christmas – Give a peek at personal holiday décor. Take a break and enjoy your week with your family! 29 30 13 14 20 21 Tease: Peek behind the scenes, holiday packaging, orders going out. Stuff is flying out of the shop! 18 19 Announcement: Event: Reminder that tomorrow is Last day for Christmas the last day for on-time shipments to arrive on time shipments 22 Sat 7 25 Christmas Day! 31 Announcement: Didn’t order in time for shipping – gift cards are available in any amount! 26 27 28 Story: Share some personal reflections on the holiday week. Keep it friendly and light Notes: Announcement: Monthly Enewsletter: Thank clients for a great year. Offer post holiday coupon code. Happy New Year! More Calendars from WinCalendar: Jan 2014, Feb 2014, Mar 2014 Plug in each step into your marketing calendar STEP 1 Blue = Marketing Event STEP 2 Green = Announcements STEP 3 Peach = A teaser STEP 4 Pink = the story behind your product or service Inspired by: http://makezine.com/craft/crafting_your_online_presence_3
  11. 11. Marketing Events might include:          Business Deadlines Holidays Birthdays Seasonal offerings Classes/workshops you’re teaching New product launch Public speaking events Book release Other major dates relating to your business/ your expertise/ your involvement in the community
  12. 12. Annoucements might be placed in:  All social media outlets that work for you  Facebook  Twitter  Pinterest  Instagram  youtube  A blog post  Email newsletter  Make sure you are cross marketing – linking back to your blog, website, or store to drive traffic  Direct mail to a target audience (Reference USA database)
  13. 13. Stories might include:  Who taught you what you know related to what you make or the service you provide  What inspires you  A behind the scenes look at your space or work flow
  14. 14. Stories might include:  The story of how your     business has changed through the years Personal reflections on recent events in your industry A how-to or DIY Essays relating to your business – or your expertise Be generous with your information
  15. 15. Teasers might include:  Show a work in progress  A tiny peek at that new upcoming product without revealing what it actually is  Insight into giveaway materials for attendees  Eluded that you have something new and exciting up your sleeve
  16. 16. Consider charitable gifting …  Add a section about offering gifts that give back or donating a portion of your profits to a cause close to your heart. (This is a good place for a story)  Offer a percentage of your proceeds  If you sell items, you could donate 100% of the proceeds of one item for a limited time ...    Promotes a cause that’s meaningful to you Generates traffic Spreads goodwill
  17. 17. Planning ahead …  Keeps you visible without being all about sales  Makes you relatable (planning your stories)  Helps you to manage your time  Makes you proactive rather than reactive  Helps you be more strategic in your message  Allows you to remain true to your purpose and goals
  18. 18. After the holidays … remain visible!  Create your marketing calendar for the new year before the holidays are over!  What you might include in the post-holiday plan:  a post-holiday sale  a reminder to redeem a gift card  an opportunity to buy for that one person they forgot!  An opportunity for easy exchanges  continued free shipping for a limited time  Share your thoughts on news year’s resolutions  What do you like about January?
  19. 19. Other resources:  7 Editorial Calendar Templatte Plug-in’s for Wordpress  How to Build a Sustainable Social Media Marketing Strategy  The One-Day Marketing Plan – good book for creating a comprehensive plan (not necessarily in one day).  How to Create an Editorial Calendar to Plan Your Marketing Content.

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