How to Create Value During the Holidays - 4 Ideas That Aren't Discounts
The holidays are approaching, snow is in the air, and we are again asking ourselves how it is that the year is almost over? But also, there is the acknowledgment that our seasonal change has arrived. The holidays are officially here.
November usually has a big "getting ready for it" push. There is often much marketing content to prepare for the coming holidays, products to launch, and events to plan for.
Last holiday season, I launched a campaign for a client called 'SOOTHE INTO THE HOLIDAYS'. As a wellness brand, I wanted her to focus on ways to provide the most valuable content during this time of year to her audience. I realized the owner had done hours of research on the effects of stress while developing her own products. And more importantly, she couldn't get over the fact that numerous studies have proven that our stress levels elevate drastically during the last weeks of the year.
So what did we do instead?
We ran a couple of holiday promotions, but the bulk of our marketing was directed at helping people "soothe" into their holiday season through value-based content. We created Instagram posts that focused on finding peaceful moments during the day and provided simple and easy tips for incorporating a bit of mindfulness into quick, 5-minute moments. And her audience responded wonderfully! I had fun working on this campaign so much that I remember saying, "Next year I'm going to have all my clients do this!"
Well, maybe my wish is coming true.
For many of us, this time of the year is full. (Often in both work and in life.) November is the lead-up phase, and then starting Black Friday (or even earlier as it's been trending) email and marketing is in full tilt.
I do encourage my clients to partake and offer a promotion for the seasonal holidays. (It has always been an opportune time to garner more sales.) Most importantly, I tell them to get prepared to stand out with their offering. Which takes just a bit of preparation.
So how do you make sure you stand out?
This brings me back to the SOOTHE campaign. My marketing philosophy is that you stand out by providing value. Value = helping people solve their problems. From a marketing perspective, think about the content you can make, think about the environment you. can provide (digital or IRL), and think about the types of products you can offer. What do your customers need right now as it relates to each of these categories?
Drawing a blank? Luckily, you know I always have some examples for you.
1. Make it easy to get your stuff.
Provide free shipping. Offer free local delivery. Gift wrapping is totally great, but what's something unique you can do for online shoppers?
2. For IRL, think ambiance.
Decorate! No one can resist some beautiful holiday cheer. Can you create a more relaxed or inviting vibe in your space? Maybe offer cozy drinks and water. Play fun music or create a special shopping event. 45% of consumers plan to shop in-store this Black Friday season. I encourage you to queue the twinkle lights.
3. Have your holiday products and services ready early.
If you have one priority this week, make it putting your holiday offerings up on your website (or in your store) because 61% of consumers this year plan to start shopping pre-Thanksgiving.
4. Create a content-driven holiday campaign.
Similar to our SOOTHE idea, is there a theme you can focus on this season? Plan content that goes beyond promotional. Think how-tos, free mediations, new recipes, decorating ideas, or even behind-the-scenes. (Repurposing existing content is great for this!) For example, I have a client who's going to be sharing "How I'm approaching the holidays focusing on myself" content this year, which I think is wonderful.
Holiday Shopping + Shipping Dates for 2023
Nov 24th: Black Friday
Nov 25th: Small Business Saturday
Nov 27th: Cyber Monday
Nov 28th: Giving Tuesday
Dec 7th: First day of Hanukkah
Dec 16th: Last Ship (USPS Ground)
Dec 19th: Last Ship (USPS Priority)
Dec 26th-31st: Post-Season Sales and Gift Card Shopping