Everyone’s over hearing about “unprecedented times” but, truly, this season is already unlike any we have ever had. People in general are stressed, isolated and many have their finances looking uncertain, at best.
What is an appropriate shopping promotion for your brand, in the face of all this? You wouldn’t want to strike the wrong tone, so you’re wise to consider carefully.
A proper strategy will establish your goal(s), make sense -- for you as well as your customers -- and outline exactly how it will work.
Here are a few ways in which you can’t go wrong:
Build Excitement. Having something to look forward to and then experience is always a fun way to be engaged. One of the easiest ways to do this is to have a countdown to when your biggest deals and reveals will be. Another easy way to build excitement? Give the people what they want -- this means having specials on your most popular items or services.
It’s often the simplest of promotions that work best. Ask people to comment and tag a friend, put you in their Story or run a giveaway that gets everyone in on the action and gets your customers engaged.
Make the most of each of your efforts by circulating content among your email list, social feeds and anywhere else you can, since it’s likely that all your customers don’t follow you everywhere. Cross-promotion from one platform to another makes it easier for them to keep up with exclusive contests, sales and other seasonal specials.
To make the customer experience that much more magical, consider adding a small gift to your customers’ purchases during the New Year. People often perceive ‘Something Extra’ as more valuable, compared to a discount.
What shouldn’t you do?
Don’t go overboard; clarify your messaging to ensure each email helps you achieve your marketing goals and you’re not spamming your customer base. Don’t blanket everyone with the same gift; keep it relevant so they feel special, not confused. And don’t get complicated with your giveaways or offer prizes that don’t make sense for your brand to give.
No matter what tactics you decide to use, always make sure you’re asking your audience to take some type of action, too. Happy New Year!