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It’s not a secret to anyone and you don’t need to resort to statistics and numbers from research and surveys to know that the month of December is historically the best month in sales for many segments.
The question is how to get the best out of it and boost results through a creative and well-structured Christmas campaign?
For that reason, with just over a month to Christmas and the New Year, we’re going to bring you a set of tips that can help your work produce better results!
What should a Christmas campaign look like?
As redundant as it may sound, a Christmas campaign must overflow the spirit of the occasion.
It means that the actions that will be developed must aim for more than the gains that the client will eventually have and that naturally can be an important attraction, but the more comprehensive they are, the better their results in terms of involvement.
Soon, when you get to the tips, it will become clearer.
Furthermore, it is necessary to keep in mind that generally the success of the campaign does not depend only on the commercial and Marketing area. What’s the point of incredible and authentic promotions, instead of the famous “everything for half double”, if those responsible for the delivery logistics fail to make purchases arrive within the stipulated time frame?
Or if before making the purchase, the customer needs to solve doubts and the service he receives is not attentive, accurate and fast? Or, if the company does not practice omnichannel and therefore, depending on which channel is used, information differs, procedures change and treatment has no standard and, above all, does not have the warmth and humanity that the times demand. ?
Therefore, a campaign must be thought out, planned and executed in its smallest details. All departments involved, directly or indirectly, need to be oriented and trained to rigorously perform their roles.
Selling and earning more should be a consequence and not the end in itself. With that in mind, let’s get to what brought you here…
8 tips for creating a successful Christmas campaign
There is no single recipe that works for everyone, which means that depending on reality and the business model, the form may vary, or even in some cases, some tips may not be applicable.
On the other hand, when possible, the conjunction of actions enhances the whole. By the way, usually broader campaigns are more loaded with meaning than isolated and punctual actions.
That said, it’s always wise to start with the first…
1. Theme of the date
Is a Christmas atmosphere created when thinking about actions for the month of December? For example, in the case of street commerce, when entering the establishment, does the customer see and feel in an environment that reminds of Christmas?
And how is the company’s website? Is it modified for the time?
Any visual and aesthetic appeal, whether in the company’s physical or virtual environment (institutional website, blog, e-commerce, etc.), should not only mean adopting more white and red in Christmas colors and motifs, calling attention to possible discounts, promotions and the like.
In addition to everyone doing more or less similar, it conveys the idea that the goal is just to sell.
Strategically placed messages, differentiated treatments given by those who provide different levels of service, gifts and courtesies and everything that represents an opportunity for a differentiated experience to the customer, contributes to creating the climate.
An example of additional action that goes beyond the traditional is the next tip.
2. Social Responsibility
In times when the ESG agenda is gaining more importance, actions aimed at social responsibility have a certain impact.
More than social responsibility as a sign of the times, when we talk about the significance of that time, we are referring to solidarity, fraternity, compassion, love for others and everything else that Christmas brings to people’s minds and hearts.
Thus, companies that dedicate part of their efforts to making the date happier for those who have no reason or conditions to celebrate, in addition to showing themselves to be more humane and involved in the climate of the time, gain sympathy from those who care about others.
Building partnerships with companies in the third sector, with NGOs and entities dedicated to providing social support, is an opportunity both to make Christmas more welcoming for some people, as well as to make the company play a role that is increasingly expected by the society in which it operates. it’s part.
Examples of such actions abound, such as the Christmas Without Hungertoy donation, Santa Claus exists (Post Office), or Solidarity Christmas, an action that is already traditional and generally coordinated with the city halls of many Brazilian cities.
3. Digital influence
Digital influencers play an important role in Marketing and, therefore, if they can be used, they constitute a means of developing actions.
By the way, many tend to extend their range of partnerships at this time, as they also win by rewarding their followers with the benefits granted by companies that sponsor them only for the end of year celebrations.
It’s a typical “win-win” relationship, as influencers’ referrals tend to have higher conversion rates, while they can offer advantages and benefits (exclusive discounts and promotions, gifts, vouchers, etc.) most faithful followers.
Unlike fixed sponsors, those who associate only at that time, appear as a unique opportunity, like: “enjoy it now… it’s for a limited time!
4. Web Content
The amount of research related to themes associated with Christmas skyrockets in the weeks leading up to it. Therefore, preparing content for the company’s blog that answers some pertinent questions is both a means of getting involved in the climate and creating an identity that goes beyond the commercial.
Give savings tips and teach how to spend little, tutorials and DIY, ideas for celebrations, recipes for supper and new year’s eve, company parties and secret friend, in short, useful content that can make the list can contemplate a series of themes.
There are many ways to find out which topics become the most popular, such as Google Trends, but there are other tools that point out which keywords and topics are trending.
5. Landing pages
For actions on the Internet, it is important that the website that eventually serves as a means of making the action accessible to the customer is prepared.
Creating landing pages for sending email Marketing, for promotions, sweepstakes and contests, possible partnerships sewn with influencers, is essential.
Even the home page must be changed and serve to access specific areas and intended for the elaborated actions, after all, a visitor will not always arrive through a QR Code in a folder or other printed material or a link on a partner’s website.
6. Take a ride
Not every segment benefits directly from Christmas sales, but several piggyback on the movements of consumers and other companies. This is the case of the food sector, such as restaurants, either because they often serve as a stage for companies’ end-of-year events, or because consumers predominantly eat on the street when they go shopping.
Know how to exploit the opportunities that arise from occasions like this, which does not mean charging more.
Create personalized services and make it clear that they were specially developed to meet this special demand. In doing so, you have a unique opportunity to deliver an experience that can bring the customer back outside of the Christmas season.
As in the aforementioned food sector, a good experience at the company’s end-of-year event, at the hitherto unknown restaurant, can make participants return later with their families and become regulars.
7. Social networks
Social networks also gain special effervescence at the end of the year.
It serves both to mark the last meeting of the group of pedal friends, football, company and college. Offer your services formatted especially for the occasion.
Use the whatsapp business and integrate it to your websites and other social networks, after all, this is a tool that has become popular with Brazilians and has been widely used as an agile, simple and uncomplicated communication channel by companies and brands from different niches.
But also embark on the mood, with messages and images that serve for sharing, likes and engagement. At that time, this type of content is successful.
That is, use creativity and opportunities to create viral content that produces engagement.
8. Cross selling
Given the characteristics of the occasion, this is the best time of year to invest in cross selling and, occasionally, up selling.
One of the most traditional ways is to study which products are complementary and condition discounts on one purchase of the other. Thus, when buying a notebook, the refrigerated base and the mouse from brands X and Y are half price. Or free shipping on purchases over a certain amount. Or who knows, progressive discounts for larger quantities of purchased items.
The same goes for services.
Conclusion
Carrying out Christmas and year-end campaigns can and should go beyond offering discounts to sell on the most important date of the year for commerce.
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