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Cut Through the Noise With Your Holiday Messaging
  • 22 November 2017
  • Daniel Vahab

Cut Through the Noise With Your Holiday Messaging

The holiday season is an especially hectic time of year for shoppers and businesses alike. With so many competitors out there—and so many marketing messages bombarding consumers daily—it is critical that you find a way to make your small business stand out. Here are some tips to help you cut through the holiday noise to get your messages heard.

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Announce a holiday charity drive

The holiday season is a wonderful time to think about others in need. Those who may struggle to provide basic necessities, let alone gifts for their families, will really appreciate the support.

Customers are likely to value your corporate social responsibility and are often happy to contribute to your cause.

Organize a collection drive for a local charity organization that is near and dear to your heart. If it is financially feasible, you may even want to consider matching donations your customers make.

Wrap presents for donations

If you don’t have the necessary resources for running a charitable drive yourself, you may want to invite schools or charities to set up a gift wrapping station within your brick-and-mortar location. For each gift wrapped, you can call upon customers to provide a small donation.

By offering these services, you can help customers know that their patronage is contributing to a good cause. The volunteers may even invite their friends and families to stop by, allowing you to increase foot traffic. The organization may also promote its activities—and by extension, your business—across social media channels, which can help you reach audiences who may not have found you otherwise.

Offer limited-time deals

If you can make the numbers work, consider price matching competitor items on select days to drive people in to your store. This tactic can be especially powerful as the holidays draw near, and may be a way to distribute your sales across typically slower days.

You may also want to offer select, seasonal products for a limited time. If you choose to do so, you can increase the sense of purchase urgency by reminding consumers that the promotion has a deadline. Here, a simple countdown ad or sign can be very effective. As Forbes notes, "By showing the number of days, minutes or even seconds before a campaign ends, it encourages a call to action."

Create a promotional calendar

If it’s within your budget, you may want to consider creating a promotional calendar that you can give out to a select number of customers. By customizing the calendar to feature your products and services, you can ensure these patrons are reminded of your brand throughout the entire year. You can even mark certain dates on the calendar—such as company events and milestones—to keep your business on their radar.

Host a holiday party

The holidays are the perfect time to organize a get-together for your clients and customers. Since everyone's calendars tend to fill up quite quickly this time of year, you should market your event online to get the word out early.

Depending on your budget, you could invite all of your customers or just a select group of loyal patrons. When taking on these hosting duties, make sure to consider the desired party attire, as well as the food, drinks, and decor.

Target your advertising

If you use Google AdWords campaigns to optimize your website, make sure your keywords relate to holiday searches that are more popular this time of year. For instance, you may want to include popular holiday terms in conjunction with your product/service keywords – e.g., holiday [tech] gifts, holiday [art] deals, popular holiday [book] gifts, or holiday [toy] trends.

Don’t let the holiday season slip by without taking hold of its timely marketing opportunities. Make sure to brainstorm in advance so that you can find new, powerful ways to target your audience. You have a small but impactful window of time to make your mark in a crowded marketplace.

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