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‘Tis the season for strategy. Now that we’ve reached the end of summer, kids are back in school, and the sun isn’t quite as sweltering, it’s hard not to think about the festive season just around the corner. While it may feel like plenty of time before the holidays officially hit, taking proactive steps to plan your marketing strategy can make all the difference in a stress-free, successful season.
The Importance of Early Planning for Holiday Marketing
The joy of the holidays often comes with the stress of last-minute planning. The merriment of the end of the year may not be upon us just yet, but by starting now, you can avoid getting overwhelmed with the hustle and bustle of the holidays.
Often, holiday shopping starts fairly early in the season, with 24% starting their shopping as early as August and September, while another 25% begin in October. That’s why it’s a good idea to start planning now, so your marketing campaigns are not rushed and chaotic but thoughtfully planned and strategically executed —at a time when consumers are already thinking about or looking forward to the holidays.
Tips for Your Holiday Marketing Strategy
In 2023, Cyber Week was a record-breaking week for retail businesses, with 200.4 million customers shopping online or in person. With so many tuned in and open to buy-in during that week, it’s important to start planning your holiday marketing strategy now to capitalize on this peak shopping season.
Early planning allows you to maximize resources, optimizing your budget and efforts more efficiently. Here are some tips that will get you started thinking about your holiday plan:
- Know your audience: When was the last time you assessed your audience’s behaviors? Get insights on where your customers spend most of their time, how they discover new businesses, and their buying preferences during the holidays. This will help you tailor your marketing messages to resonate more deeply with them.
- Focus on customer loyalty: Don’t underestimate the value of your existing customer base. Did you know that 74% of marketers agree that direct mail delivers the best ROI of any channel and has a 37% higher response rate than email? And if the customer has already bought from your company, your response rate often doubles —even triples in some cases! Loyal customers are more likely to engage with your holiday promotions, so it’s important to build value in your offers for your existing customer base, making them feel appreciated and important.
- Recreate nostalgia with compelling content: Creating authentic, nostalgic experiences can set you apart and forge a deeper emotional connection with your audience. Tap into the traditions, memories, and magic of the holidays, but show that it’s genuine and not just a way to feed into consumer expectations. Your audience will quickly pick up on inauthentic attempts to cash in on the holiday spirit. Make sure you’re still being true to your brand during the holidays.
Double Your Holiday Impact: Direct and Digital Deliver Stronger Results
One of the best ways to boost your holiday strategy is by incorporating an omnichannel approach. You’ll reach your customers wherever they are and increase the chances of engagement and conversion. This strategy leverages various platforms and touchpoints to create a seamless shopping experience, meeting consumers at their preferred medium, be it online, in-store, or through mobile devices.
You can even pair your digital channels with direct mail for a comprehensive omnichannel holiday strategy. Postcard mailings, in particular, offer a tangible way to reach your audience and stand out during a season when digital inboxes are flooded. By diversifying your marketing efforts across multiple channels, you expand your reach and reinforce your brand message, making it more likely for potential customers to engage.
Your Holiday Marketing Partner
By starting your holiday marketing plan now, you can ensure that your campaigns are well-prepared to capture the attention of eager prospects. From direct mail campaigns to digital marketing and strategic planning, the experts at UpSwell are dedicated to helping you thrive during the holiday season.
Contact us to start preparing now, and let the holiday spirit drive your marketing success (—and more customers to your doors).
