With only 11 weeks left in the year, 37 days to Black Friday, 67 days to Hanukkah and 70 days until Christmas, it’s definitively time to get your plan in place for the rest of the year and the holiday shopping season. If you don’t have a plan for what you’re going to offer and how you’re going to market those offerings and your business you’re basically saying that whatever happens happens and you’re going to just accept it. Personally that’s not my preference, but without a plan that’s what you’re saying. In line with a plan regarding your offerings and marketing those offerings should be a plan on how you’re going to capitalize on those sales in the future, such as through a newsletter, blog, podcast and/or social media.
So let’s start with what should be in the plan. In your plan for your offerings should be the offerings you’re going to feature that are classics and favorites, offerings you have available every holiday season, and offerings available for this holiday season alone. Of course you may have other offerings, but they won’t be those you focus on promoting for the next 11 weeks. Make sure that for seasonal offerings you can get/give enough if your offering would go viral or be in high demand, unless you’re intentionally planning to extremely limit what’s available because of the low cost or high product cost.
Once you’ve got the offerings selected, then it’s time to talk about marketing. Hopefully you’ve been actively marketing all year long and aren’t planning to attempt to do all your proactive marketing in the last 11 weeks of the year, but that’s what some businesses do. It’s also a good time to review all your social accounts and your website to make sure they’re not only up to date but also are clearly displaying and celebrating your holiday/seasonal offerings.
Finally, make sure that you’re not after one sale, but building a relationship that could result in sales in the future from your customers or from their friends. Have things like a newsletter, blog, and/or podcast you update at least weekly that people can subscribe to, have social accounts that you consistently post to where they can connect with you, and if you’re a local business consider offering a mailing list that they can get post cards and other materials mailed to them. Now’s also a great time to evaluate your strategies for each of those and make sure that you like what you’re doing and your customers do too.
How are you getting ready for the holidays?