It may not even be Thanksgiving yet, but for many savvy shoppers, Christmas is just around the corner. Here’s how to optimise your marketing to ensure consumers choose to shop with you over your competitors this season.
Step 1: Discover who do they need to buy for
It would be a naïve error to assume that every shopper is looking to buy for the same people…
Who are the key people in their lives they might be looking to treat at this time of year? Do they have children? Nieces & Nephews? What ages are they? Do they have a partner? What about friends, cousins, aunts & uncles? Every family and friendship circle is different so it’s important to identify which individuals your customers are in close social proximity to.
Step 2: Determine when they are most likely to purchase
As it has been said many times before – timing is everything. Over a third of British consumers spend the majority of their monthly wage just days after being paid, and this might be even more of a case in the lead up to Christmas.
While it’s easy to assume that most people get paid at the end of the month (and it’s true that it’s a commonplace payday), for others it might be the second Wednesday, the third Friday, or maybe the 15th of every month. Getting this timing wrong can mean the difference between your ad resulting in a purchase and it falling flat or leading to cart abandonment.
Step 3: Decide how is best to market to them for maximum engagement
The ‘how’ can come down to numerous aspects including the best time and channel to market to your consumers as well as the actual messaging you use to engage them.
For example, one component to consider is the personality of your consumers. Someone who is extravert would be more likely to engage with an advert where the image or messaging emphasises the social aspect of something whereas someone who is conscientious would respond best to a more informative/comparative ad.
Not everyone is active online at the same time, so for optimum engagement you need to determine the best time and channel to reach your audience. Is it 8am on a Friday on Instagram? 9pm on a Sunday on Facebook? Save yourself from wasting ad spend on low activity times and channels.
Don’t forget post-Christmas sales!
Step 4: Re-engage with your customers after Christmas with content relevant to their own interests & hobbies
While the Christmas period is all about giving, boxing day sales mostly involve consumers buying treats for themselves so this is where their own interests come in as a key player.
- What do they like?
- What is the intensity of each of their interests?
- What hobbies do they have?
Make sure you present relevant content – it’s a hectic day and purchases are usually seen as time-pressured so standing out against competing retailers is essential for encouraging consumers to shop with you.
A wealth of opportunities
When Christmas is over, there are still many events your customers will be looking to buy gifts for. Friends’ & family members’ birthdays, anniversaries, graduations, house moves, promotions etc.
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