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October 14 & 15, 2013
Julie Kittredge
Business Services Advisor
Missed Opportunity
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
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
“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
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
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**
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
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/
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
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
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)
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
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
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
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
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
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?
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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Marketing for the Holidays

  • 1. October 14 & 15, 2013 Julie Kittredge Business Services Advisor
  • 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. 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. “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.
  • 7. 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
  • 8. 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**
  • 9. 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
  • 10. 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/
  • 11. 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
  • 12. 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
  • 13. 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)
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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?
  • 20. 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.