Five holiday marketing strategies for 2022

The busiest shopping season of the year is upon us. Hopefully, you would have already started planning your marketing attack or at the very least, have some thoughts on what your action plan will be.  If you are in the latter, don’t worry, I’ve got you!

This year’s holiday shopping season will be different from any other that we have experienced in recent times. Although the pandemic is effectively over, some consumer behaviours and habits which were formed over the past two years will not soon change. For example, 14% of shoppers who shifted to eCommerce shopping post-pandemic, will not return to physical stores.   

 

Another factor that will impact how shoppers respond to holiday offers is undoubtedly the worldwide economic conditions. With the world on recession watch, marketing strategies that benefit both businesses and customers will be very popular. While sales and discounts will be most popular among customers, businesses must ensure that there is a long-term benefit to each strategy.

 

So even though there are contending issues, businesses must still prepare for the best (even in the worst of times). The following are some marketing strategies recommended to small businesses to capitalise on the upcoming holiday season.

 

1.      Prepare for each holiday separately but with a cohesive marketing strategy – Between November and December, the major shopping seasons are Thanksgiving, Black Friday and the big one, Christmas. Create a common thread through the holiday offerings based on customer needs, trends and any data that you can garner. This will ensure that you are providing in-demand products which will allow for the seamless movement of these products from storefronts and websites to homes.

 

2.      Create and distribute a holiday catalogue – A holiday catalogue gives the business a defined set of products that will be acquired and sold during the period. It also gives the customer an idea of what will be available from your business for the season. Create your holiday catalogue as soon as possible and include any specials such as bulk order specials or other price considerations. Aim for a distribution date no later than the first week of November so that when purchasing decisions are being made, your offerings will be included in the considerations.

 

3.      Update your visuals – All seasons have a look and feel and these holidays are no different. Capitalise on those visuals that are unique to this time of year; fall leaves, snowflakes, the Christmas Tree and Father Christmas, himself. The visuals must reflect the look of holidays and resonate with how your audience is feeling. Emphasise the joys of giving with your graphics and show off gift ideas. Consider what customers are hearing as well; nothing like the sweet sound of Mariah belting ‘All I want for Christmas is you.'

 

4.      Treat your customers – The holidays are the perfect time of year to show appreciation to your customers. You may choose a specific date or simply stretch it over the season, but show your customers that you appreciate their business. A great idea customer appreciation idea is a gift card with a particular dollar figure or percentage that is effective after the holidays. A gift such as this almost guarantees a future purchase from said customer.

 

5.      Up your social game – Whether you believe it or not, customers who plan to buy this holiday season begin their shopping journey online. They research gift ideas for affordability, availability and convenience. This is whether they buy online or not. It is therefore advisable that you ensure that your online spaces are updated not only with products but with the appropriate visuals (and videos). Additionally, ensure that a practical social media strategy is in place that taps into the client group regardless of which platform they are on.

People-centred marketing: Your business’s BEST secret weapon

Most businesses have explored every single marketing strategy to ever exists.  And even as the discipline continues to evolve with the emergence of new technologies and innovations and the brain waves of marketing experts, this single conclusion remains, people-centred marketing is the best strategy in a business’s marketing programme.

People-centred marketing emphasises understanding the customer’s perspective, language, values, beliefs, goals, needs and challenges and tailoring your marketing strategy accordingly.

It requires that both businesses and brands engage with customers through appropriate channels to hear from them.  It also requires that businesses use analytic data to identify how customers are interacting with their platforms and content, get feedback and adjust their marketing programme accordingly.

When people are at centre of the marketing strategy, you can differentiate your brand, drive growth and create lifetime value from customers who love the business beyond the product it sells or the service it provides.

SEVEN SUMMER MARKETING STRATEGIES FOR YOUR SMALL BUSINESS

2022 is giving us the first official summer ‘outside’ since the onset of the coronavirus pandemic (COVID-19). This means that businesses of all sizes will be keen on capitalising on the newfound freedom that customers are experiencing in this new normal.   

The economic conditions in 2022 though is vastly different from what existed in 2020. Businesses like customers are experiencing economic challenges resulting from higher inflation rates which have increased the cost of everything from food to travel, clothing and especially discretionary spending.  

Businesses are also experiencing supply chain issues and high interest rates, all of which have pushed some prices outside of the reach of their customer base.  

Despite this however, businesses must continue to engage existing and potential customers to ensure profitability. This season of marketing requires engaging and creative marketing strategies that will benefit both the business and customer. Businesses are encouraged to not engage in selfish marketing practices at this time as many consumers will prioritise cost and convenience over loyalty at this point.

The following are seven summer marketing ideas to help small businesses stand out in this season of Pina Coladas, bikinis and sun shine days.

 

Promote Summer Sales & Discounts – Summer time is quite possibly one of the best times to have a sale. Customers are in a more relaxed mode and are more willing to spend. However, the summer of 2022 might prove to be a bit more difficult because of the economic situation. The sale must therefore be strategic. It must take into consideration not just aged inventory but items that are useful to the customer group. Incorporate tactics such as BOGO, second item at half-price and bulk pricing. The sale can also be segmented to include strategies such as early bird specials, referral discounts and discounted upgrades.

Capitalise on key events – Summer and events are synonymous. From concerts to parties, festivals, fairs, sporting events and concerts, summer provides businesses with an opportunity to generate sales around key events that attract their specific customer group. Events also provides the opportunity to increase awareness about the business through the benefit of association. Identify events that fit your business model and target market and give it your all.

Update your visuals – All seasons have a look and feel and summer is no different. Capitalise on those visuals that are uniquely summer; palm trees, sunshine, the beach and a cool drink. The visuals must reflect the look of summer and resonate with how your audience is feeling.

Launch competitions and giveaways – Competitions and giveaways provide a unique opportunity for not only increased sales but increased customer data collection and increased awareness of the business. The competition may be as simple as posting a photo of the customer wearing an item from the business or submitting a receipt to win a cash prize. Plus, this user-generated content can be used as part of the business’s social media marketing strategy.

Maintain your social media activity – While summer means going outside for fun, it doesn’t mean that the business has to be disconnected from its customers. Maintain a consistent social media presence as customers will definitely be active online. With more than 5 billion people accessing social media on their cell phones, it is very likely that your message, properly targeted, will be seen and reacted to by your customer group.

Collaborate, collaborate, collaborate – Collaboration is one of the biggest keys to business success in this time. It is a superpower for those businesses who use it as a strategy. Identify businesses with complementary products and services and work together. Join associations and other business groups such as the Chambers of Commerce to identify complementary businesses. 

Capitalise on major holidays & special awareness days – The summer months are filled with holidays and special awareness days. Start early and plan which products and services fit best into what’s happening in your environment. While holidays may be specific to your local jurisdiction, special awareness days are more often than not universal. Capitalising on these days, helps the business to be part of the wider conversation and therefore provides a better opportunity to build a marketing message around it.

Of course, the key to successful marketing strategies is setting specific goals, starting early and using tactics that will reach and engage with the target audience.

 

MARKETING IN AN ECONOMIC CRISIS

I think its safe to admit that the world is facing a global economic crisis. No world leader is willing to utter the word ‘recession’ but we have certainly seen inflation at levels not seen in aeons.

This is surely not what businesses recovering from the throes of the COVID-19 pandemic expected. 

So how do they treat marketing in this period? Here are a few suggestions:

·         Focus marketing efforts on the customers you have – This means that the entire customer journey should be focussed on serving the customer efficiently and profitably. Nothing more, nothing less!

·         Don’t stop marketing – It may mean a change of marketing strategy or an enhancement of what exists but don’t stop marketing.  Use up the online outlets such as social media as well as email marketing.  Ensure that content is rich, attention-grabbing and has a clear benefit to the customer.

·         Adjust your marketing message – While still pushing your offering ensure that you adjust your messaging to incorporate a positive tone.  The messaging must be sensitive to the current conditions and offer solutions that build a stronger relationship.

·         Make use of market research – Access the most updated customer information available and use those to inform your marketing campaign.  Market research can also help the business to understand new customer needs and how to best approach your target market.

·         Stay visible & consistent – Whatever you do, don’t disappear from the market place. Revamp and reuse old content, collaborate with complementary businesses and keep in consistent contact with your customers. 

MARKETING: THE ‘WHY’ OF BUSINESS

For marketing to succeed in 2022, it can no longer be about the series of marketing strategies or a checklist of tasks to be accomplished to complete the marketing action plan.  Success in marketing in 2022 will be linked to the ‘why’ of the business.  The goal and objectives of marketing therefore must be closely aligned to the overall goals and objectives of the business.

If the goal of the business is to expand its reach into global markets through export, marketing must look for opportunities to engage with stakeholders in the selected global market spaces.  This may mean aligning the business with complementary businesses in those locales or teasing the market with interventions such as customer sensitization sessions and marketing activities including Events and Public Relations.

 

It will also mean building community around the business and brand in the new market, working out the logistics of production, whether it will remain local or will production facilities be required in the new market.  Packaging and distribution will also need to be addressed.  The question of changing or adjusting the packaging may become necessary, and the number and extent of locations will determine the distribution logistics.

The popular misconception that marketing is an expensive, profit-depleting exercise must also be dismissed.  Marketers hope that if nothing else, the pandemic era has propelled the importance of a good brand image and building lasting customer relationships to the fore.

Marketing cannot and should not be an afterthought.  It must remain strategic, defined and targeted with specific outcomes in mind.  At the end of the day, marketing must help the business to accomplish its end goals.

THE POST-COVID CONUNDRUM: CUSTOMER CONCERNS, BUSINESS RESPONSE

The post-COVID era has brought a serious conundrum to the fore.

Food shortages, rising inflation, supply chain challenges and disruptions and the increasing presence of war mean that worldwide consumers are facing serious and differing challenges. 

Some consumer considerations may include when and if to buy, if so, how much and the ability to find their favourite items when next they shop. Consumers are also considering brand loyalty. Is it still important in this situation? Will price come to the fore as more of a consideration than quality?

These serious issues however present opportunities for entrepreneurs to produce more in-demand products, provide services that solve immediate problems and come to the market with new products based on the new tastes and demands of the varying customer groups.

In the era of scarce resources and rising costs, however, this may be a challenge.  

As with the pre-COVID era, businesses are being challenged even more frequently to respond to the dynamics of the current environment. It is a constant balancing act but businesses that are determined to remain productive must find ways to serve the market effectively within this conundrum.

 

The following are five suggestions:

Niching – This is the act of serving a smaller, specific and more defined group of customers who demand what your business provides. Note that the size of the market does not dictate the profitability of the business but your business’s ability to produce on time will be tested especially if the inputs are from external sources. 

Use local resources - Instead of sourcing raw materials and inputs from overseas markets, identify local resources that can supply according to your production demand. Use multiple sources if necessary. That way your raw material demand can always be met.

Use secondary marketing information – Instead of investing in new customer research, explore existing customer information that has been gathered in the post-COVID era (and there is a lot). For primary information, use less expensive resources such as social media and word-of-mouth to capture new information.

Offer alternatives – Especially for businesses that produce several lines of a specific product type, offer the less visible line as an alternative. This will serve two purposes, to increase awareness of the alternate brand, and provide it easily adopted into the market, increasing consumption and resulting in an additional income line.

Provide multiple channels/methods for accessing goods & services – Post-COVID is even more fast-paced than life before March 2020. Increasing customer access through multiple channels may mean collaborating with other business owners to achieve mutual goals. Engage technology as well. Every day new technologies come to the fore to make businesses more productive, more efficient and more effective. Make use of the tools available to serve your customers.