It’s Time to Re-think Holiday Marketing

Industry experts suggest that businesses should rethink this adage. Considering the holiday season a time when marketing should be considerably cut is missing a great opportunity to connect with your prospects. Though it’s true that the vast majority of the public is overextended financially and often short on time, it is also the spirit of the season that charmingly fills most with hope, openness and joy. These feelings often lead to an openness and willingness to try new things.

As it’s on the brink of a whole new year, the holiday season presents an opportune time to connect with people emotionally about what you do. So instead of waiting until January to kick-start your marketing efforts, take a look at the ways you can use this magical time of year to get creative about promoting your business.

Tie your work into the season
Ask yourself – what do people need from me during the holidays? Virtually every industry can be tied into the holiday or end-of-year theme. For example, if your industry centers on nutrition, talk up a fresh new angle on eating nutritiously during the holidays. Are you in the legal field? Promote important legal matters that should be attended to in January.

Promote and sell gift certificates
Sometimes it’s difficult to pick out just the right gift. That’s why gift certificates are a convenient option for holiday shoppers. Promote this as an idea for those shopping for your services.

Send creative holiday cards
It’s a long-running holiday tradition, and for good reason. Send your holiday cheer and get creative! Send a gift coupon for your services or offer a special bonus for referrals sent to you in the upcoming year. It’s a great time to reach out and show your contacts how much you appreciate them.

Tie into New Year’s resolutions
Ask yourself – what do people resolve to do that you can help with? Purchasing a new home? Financial security? Consider these resolutions and come up with creative tips, services and offers that you can offer to help people meet their goals.

Throw a holiday party
You may not ink that important deal or immediately attract tons of new buyers at your holiday party, but you’ll have the perfect opportunity to mix with those who may soon offer a superb business opportunity. A holiday party provides a prime environment to focus on the spirit of the season and build relationships.

Let’s give them something to talk about

According to Andy Sernovitz, marketing expert and author of Word of Mouth Marketing - How Smart Companies Get People Talking, recommends “The Five T’s” to effectively market through word-of-mouth:

Talkers: Find People Who Will Talk
Topics: Give People a Reason to Talk
Tools: Help the Message Spread
Taking Part: Join the Conversation
Tracking: Measure and Listen

Simply being a good business isn’t always enough to get people talking. There are lots of good businesses. Your news must be unique, extraordinary. Let people know when your business steps out of the box and you’ll be creating fresh news that will swirl in social circles. Implementing a new environmentally-friendly practice in your office? Make sure someone at your local power company knows of your efforts. Offering a service to benefit a local non-profit organization? Bring it up in a conversation with someone at the Chamber of Commerce.

Go above and beyond for your customers. If a customer is satisfied with a company, they’ll tell three people. If they’re not, they’ll tell 10. Advertising is worth nothing if people are hearing negative things about your business. Remember, people will always trust friends and colleagues more than they trust ink on a page.

Internal Morale

If employee morale is high, it will show through in every aspect of your business, and vice versa.

A study by the Corporate Leadership Council reveals managers have a tremendous impact on an employee's level of commitment. More than 70 percent of their commitment is based upon manager interaction.

Tips on keeping employee morale high

• Remain involved and available
• Notice specific employee efforts and take a minute to commend them
• Take time to inquire about employee concerns or issues, and then really listen.
• Take time to build relationships with employees. Treat one department at a time to coffee to build personal relationships and discuss company goals.
• Remember, the biggest motivator for employees is appreciation.