Three things to think about for a Christmas sales campaign
How to make your campaign successful – with three clear actions
By Angela Hall
Any campaign that isn’t targeted, personalised or sent at the right time has a very much reduced chance of being successful.
With Christmas within sight, now is exactly the right time to apply some strategic direction to your campaigns.
Consider these three actions for yours:
Timing
Different customers do their Christmas shopping in different ways. There are the early birds, the ‘one and done’, and the last-minute rushers. They behave the same every year. Knowing this, you can time your Christmas campaign accordingly, giving relevant and targeted messaging to each group.
Your strategy will have the same aim – increase sales this year, but you can now apply this differently to each group.
Frequency
A large proportion of your base will only make one Christmas purchase. Give them a reason to do more. Tell them what else is in your range.
How much do they indulge?
We all do Christmas differently – my neighbour more so than most. But in your customer base you will have one off – shoppers, those with a single product focus (probably the same each year), trialists and, (like my neighbour) those who can’t get enough of you at Christmas.
How to extract the value from your customer base
With the right communications strategy, you can encourage that last-minute promo seeking customer who only ever shops with you once, to start their shopping earlier, shop more than once and add a few new products to their basket. Or spot the customer who always tries something new at Christmas and convert them to your staple range too.
There is value waiting to be found in your existing customers – and it can be extracted in time for Christmas!