The sun is shining (ish!) and the Great British summer is in full swing. It may seem far too early to start thinking about the ‘C’ word, but in reality most big retailers already have their Christmas marketing campaigns well underway.
But why? Simply put, in the UK we spend 25% more over the Christmas period than we do the rest of the year. An opportunity small businesses can’t afford to take lightly.
Christmas is also amongst the busiest time of year for marketers, designers and printers. So it’s essential you plan ahead to ensure you don’t miss out on sourcing the materials you need. NEXUScpp is already getting booked up for the festive season so it’s time to get moving!
Failing to plan is planning to fail, so your first port of call should be to put together a strategy for your festive marketing. Ask yourself:
So, you’ve set out some clear objectives plus have an understanding of who you’re going to target and what you’d like to say. They will vary according to the nature of your business, so let’s look at some of the marketing tactics you may wish to consider.
Branded Christmas cards are a must have for any professional or corporate business. Thank your current clients for their loyalty, remind old customers you still exist and show potential customers that they’re important to you.
Christmas is also a perfect excuse to send out corporate gifts and merchandise. You can print on virtually anything nowadays, enabling you to create branded merchandise that’s really relevant to your business. For those on a budget though, nothing beats a personalised notebook – they’re functional, handy and sit on your clients desk for a full 12-months.
UK consumers spend an average of £430 each on gifts and celebrations at Christmas. With large online retailers and high street giants to compete with, it’s tougher than ever for independent retailers to stand out, so it’s vital to get your Christmas marketing right.
Start promoting your Christmas range before it even hits the shelves by preparing a Christmas gift guide. Printed booklets, brochures and leaflets are often overlooked in our online-obsessed world, but executed in the right way they can be so effective. A well prepared gift guide with sneak peaks of your festive range and some festive-themed editorial creates something physical. Your customers will hold on to these, really engage with them and probably share! Whether you choose to print a large luxury catalogue or just a simple booklet, it’s a great way to whet their appetites.
For a bricks and mortar retailer, your shop front is so important for attracting passing trade, especially if you’re lucky enough to be located in a high footfall area. Christmas is the perfect time to show off your creative flair and deck out your window with festive decor, signage and window decals. Inside, don’t forget your Christmas tunes and light a few wintery scented candles to really get visitors in the festive mood and ready to shop!
Not everyone is easy to buy for so indecisive shoppers may wish to opt for a gift voucher instead of a physical gift. Again think about your presentation and what will make this experience more exciting. Perhaps invest in some beautifully designed greeting cards to go with your vouchers. You’ll also need to make sure your visitors know about them by advertising throughout the store with posters and signage.
Manufacturers and product designers are acutely aware that packaging is just as important as the product itself when it comes to impressing customers. Whether purchased online or instore, packaging is often what makes a product stand out from the crowd. Choose packaging that’s appealing, unique and reflects the quality of your product.
Packaging is especially important at Christmas as most items purchased will be given as gifts. Add an extra touch of luxury and class to create a memorable unboxing experience, or create limited edition Christmas packaging that creates a sense of exclusivity.
Merchandising is also essential at this time of year. Bespoke point of sale display stands, designed around your festive theme will ensure your product stands out and also helps you visually promote your message and USPs.
Christmas is the busiest time of year for hospitality businesses, and with the pandemic hopefully winding down, Christmas 2021 is set to be the biggest celebration ever.
Get bookings in early by promoting your Christmas offering now. Consumers really don’t mind booking early for Christmas so they don’t miss out. It’s also a fantastic opportunity for hotel and restaurant owners that have struggled over the past 18-months to increase cash flow by requesting small deposits.
After months of being stuck at home locked down, hospitality businesses are booming right now, so it’s the perfect opportunity to promote your festive offering with brochures, posters and table talkers. Train and properly brief your team and have printed Christmas menus ready to go so you can get those bookings confirmed and the deposits paid.
Whether you’re thanking customers for their support throughout the year or looking to capitalise on the annual Christmas spending spree, the results of your Christmas marketing campaign can set the tone for the coming year, so if you take anything away from this blog it’s to plan early!
At NEXUScpp we can help you prepare for the busy Christmas season by creating printed materials that work hard for your business. Talk to us now to get the ball rolling on a Christmas to remember.
Gill Robinson
10th August 2021
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