Marketing Without Marketing
This month is known for its extensive shopping and multiple holidays…leading to consumers getting burned out on the whole shopping scene. Focus on other avenues and develop a balanced approach. Strive for a blend of motivational/inspirational, visibility and promotional efforts. In the push back to reduce commercialism throughout the holidays, selling-selling-selling may prove counter-productive.
Don’t forget caused-based marketing ideas, focusing on specific needs. Concepts used during December include car donation, drunk & drugged driving prevention, human rights, safe toys and gifts and Operation Santa Paws. I especially love donations to Children’s Mercy. Remember the disadvantaged are ever with us. Community Services League and Lunch Partners offer support to some folks you never see and who always need a helping hand. Your clients may appreciate the opportunity to channel their efforts for a worthy cause without having to put any skin into the game.
Beyond that, December recognizes several special days in addition to Christmas: The Homeless Persons’ Remembrance Day is the first day of winter, coming up this week. Offer specials for those who bring coats, hats or gloves for donations. Traditional as well as wacky celebrations are popular. Tree decorating, a holiday open house or Christmas crafting sound less salesy while still attracting shoppers. It may be fun: Host an Ugly Sweater Day and post pictures of shoppers who join in the spirit of the day. Host a gingerbread house day and serve ginger snaps in the store.
At the same time, remember that virtual events are non-invasive and easy to host. If you have an in-store party, make it an online party as well. Host giveaways, post pictures and recipes. Include an Instagram giveaway and track your online presence. Are you a Seinfeld lover? Host a Festivus holiday before Christmas and poke a little fun at all of us. I think the “Airing of Grievances” and “Feats of Strength” sound like a hoot!
Many of your customers are spoiled by free Amazon deliveries. A LOCALiQ consumer survey revealed that only 20% of folks will pay for shipping. If you have an online presence, consider joined the National Free Shipping effort, and make it a week-long event.
Most importantly, think about what your friends (customers) need: help in gift wrapping, ideas for cousin Sue and easier meal preps! You may not be able to help with all of that, but how hard would it be to gift wrap items in the store? How about sharing recipes? Remember that stress and indulgence are never a good mix and think heart-healthy. One study found that heart attacks increase by 37% on Christmas Eve, while the holidays, over all, increase the risk of heart-related deaths. There is no respect to age or wealth—heart health affects us all.
Let’s make this a happy and safe holiday season!