With the holiday season around the corner, it is crucial to get a jumpstart on your holiday marketing campaign. Holiday campaigns can begin as early as October and continue throughout the New Year. The earlier you begin, the more prepared you will be. Trust me, you don’t want to be late to this year’s Christmas party.
Step 1: Create your Campaign
During the initial stages of your campaign, it is important to create objectives. What do you wish to achieve during your holiday campaign? Who is your target audience? Are there any potential opportunities in the marketplace?
Once you have laid the foundation for your project’s overall purpose, it is time to create smaller SMART goals. SMART goals are specific, measurable, attainable, relevant, and timely. For example, I will have 2,000 customers sign up for our holiday newsletter by December 4th, 2019.
It is vital that you keep your SMART goals aligned with your overall objective. For your campaign to be cohesive and effective, your SMART goals should build off of the campaign’s foundation. Think of the campaign as a blueprint for a hotel you are planning to build. Each layer is an addition to the foundation you have already placed. Without a secure foundation, the entire hotel will collapse.
Step 2: Make an Offer
Once you have created a framework for your campaign, it is time to make an offer. Offers traditionally involve sales promotions (Coupons, discounts, prizes, and contests).
Through your offer, you are able to attract prospects and entice excitement within your target audience. The challenge here is making your offer relevant to the desired target audience. For example, if you are attempting to target males ages 10-17 through your campaign, offering prizes such as video games and consoles may entice interest.
To differentiate your offer from the plethora of existing holiday promotions, creativity will be your weapon for increased market share. Rather than simply offering a prize or coupon, engage your audiences with a creative and exciting campaign.
Allow your audience to interact with the promotional offers rather than adding to the already existing clutter. For example, the Walmart #Wellwishes campaign donated $1 for every purchase of the Kraft brand and allowed shoppers to send heartwarming messages to children in need. This campaign was creative, engaging, and allowed shoppers to spread Christmas love.
Once you have created an offer, it is important to create a landing page that will direct customers to your campaign. I recommend using Ucraft, they offer a variety of customization options and eye-opening templates. Here, you will be able to create a form for customers to sign up to your offer and provide information regarding the promotion.
Step 3: Promotional Strategy
So far so good, now it is time to decide how you are going to share your campaign.
Facebook is a useful tool for promoting events and offers. Through your company’s Facebook page or paid advertisements, you will be able to promote your campaign. It is important to concisely describe the event you are promoting and add appealing visuals. Your promotion should catch the attention of your target audience. Additionally, you should add a link to your landing page.
Twitter is another useful tool. Through Twitter, you will be able to utilize hashtags to increase the exposure of your offer. Using hashtags relevant to your target audience, and implementing your campaign’s own creative hashtag are important. Utilize as many social media platforms that pertain to your target audience.
Create a blog post that enlightens your audience on the dates, offers, and purpose of your campaign. Your blog post should excite and encourage customers to visit your landing page and participate in the offer. Creative writing, exciting headlines, and appealing design are crucial for encouraging audiences to read the blog.
Sending the offer to your current subscribers is vital for the participation of your already existing customers. Email is a great way to notify loyal customers on the promotion you are offering, which has the potential to spread the campaign even further through word of mouth.
Step 4: Finalizing your Campaign
Now that you have built the majority of your campaign, it is important to test the logistics. Have fellow colleagues and friends sign up for your offer through the landing page to see if they can successfully enroll. Also, this is a great way to gain feedback about your promotional strategy. Gain insight on opinions regarding the current offer, visuals, blog posts, and hashtags.
Once you integrate improvements and fix minor bugs, then it is time to launch your campaign!
Step 5: Measuring the Success
Now that you have launched your campaign, it is important to measure its effectiveness. This allows you to focus your energy on what succeeded and find areas of improvement.
Refer back to your original goal and determine whether or not your campaign had reached expectations. If your campaign had reached or exceeded expectations, congratulations! If not, do not become frantic, analyze your campaign’s data to see where the majority of your customers signed up for your campaign. Hone in on your campaigns strengths and implement strategies to amplify progress. In other words, continue to utilize the platforms that were most successful in gaining leads and stop placing energy on outlets that wasted your time.
Also, this is a great opportunity to continue supplying your consumers with anticipation. You don’t want to just release your campaign and allow it to remain stagnant until the end of the holiday season, customers will forget!
Create a calendar listing the different promotional content you plan to release as the holidays progress. For example, possibly extending the offer to more rewards or prizes will further engage your audience. Keep the audience aware with occasional reminders of the campaign, don’t spam your audience as this will cause vexation.
Another important strategy is to utilize your data to further engage your most active users. Create a profile of the most active participants of your campaign and create promotions that are directed towards that specific demographic. For example, if your most active and engaged users are working mothers, continue to create promotional content that is more favorable towards this demographic. This allows you to segment the different participants in your offer, thus allowing you to create relationships with the user through personalized messages.