For most companies, the holidays are the busiest selling margin of the year, amounting to 19% for retailers and nearly 30% for jewelers and department stores. Social media and website shopping are becoming increasingly popular, but how can your business stand out amid the whirlwind frenzy of the holidays?
Advertising software program Short Stack and business advice journal Entrepreneur.com recently interviewed top marketing analysts for advice on how to handle the holiday rushes with mostly unmixed results; the experts say a resounding “give to your consumers before you ask them to give to you.” If you offer more than deals and discounts, your customer base is more likely to purchase your products. Let’s take a look at the advice the experts have:
- Connect to local populations. Consumers want to see that your business is full of real-live human beings, notes Ann Handley, Chief Content Officer of Marketing Profs. The holidays are a great connector and an opportunity for businesses to show off their sentimental side.
- Help consumers with their challenges. It may be the most wonderful time of the year, but to most Americans it’s also the most stressful. In addition to finding the perfect gifts, there’s a lot of pressure to host the perfect party, hang the perfect decorations, and wear the perfect outfit. Consumers are more likely to flock to companies that alleviate some of the stress.
- Allow user-control. CEO of Short Stack Jim Belosic advises to give consumers a feeling that they have input and control over what the business is offering during the holiday season. Customers are most apt to respond to real consumer reviews even if they ignore the pop-up holiday ads.
This all amounts to one big idea: how can my company make the season a little easier for my consumers? When you give to people, they want to give back to you. Happy customers have a strong say in what their friends and families think of certain companies, so tailoring to your consumer’s needs this season is your best bet. Building brand value during this time of year will help keep your sales up into the New Year and beyond.
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