7 Successful Tactics You Can Use
The Holidays provide a girth of opportunities for garnering attention from prospective buyers. Some of the biggest shopping days of the year occur in the next few months. It’s the biggest time of the year for retailers of all shapes and sizes. Holiday shoppers plan to spend an average of $805 on holiday merchandise and almost half of holiday shopping will be done online according to the National Retail Federation. Shopping of all kinds from small to large ticket items begin online and attracting prospects should be your primary objectives right now.
If you’d like to capitalize on the holiday shopping frenzy, then you need to get out and promote your holiday deals. Here are 7 ideas pulled from the biggest retailers you can use to generate publicity for your holiday promotions.
1. The Announcement
Take a page out of the Sears playbook and announce your upcoming Black Friday and Cyber Monday deals. Sears has been doing it longer than anyone and it doesn’t hurt to emulate one of the best. According to the National Retail Federation, “Consumers today are looking for great prices and value-add promotions earlier than ever before.”
Get the word out there early. Make sure people know it’s coming and give them time to prepare and put it on their calendar. It’s an announcement, nothing more.
Amazon is another great retailer for making sure to get the word out. A simple but straightforward link works: “Amazon.com Announces Eight Days of Holiday Deals.”
2. The Preview
Sears gets the jump on the preview of things to come as well. They know how to entice and close with an ad like this.
Target transformed its Weekly Ad into a preview of all its upcoming Black Friday deals, so holiday shoppers can create their shopping lists ahead of time. You can create an infographic or image for your Black Friday deals and post it on your blog, social media profile, and website.
Here’s a good example of a Preview ad: “Target Debuts Black Friday Promotional Strategy, Stores to Open at 6 p.m.” and link it to the actual promotion.
3. “Doorbuster” Deals
During a “doorbuster” sale like Black Friday, a superstore like BestBuy will offer a limited number of items at a special low price for a limited period, to get customers into their stores.
An example of a BestBuy Thanksgiving evening 5 p.m. “doorbusters” ad:
- Toshiba 49-inch LED 1080p HDTV for $149.99 (Best Buy exclusive) – savings of $280
- Samsung 60-inch LED 4K Ultra HD Smart TV for $799.99 (Best Buy exclusive) – savings of $700
- Up to $125 off iPad Air 2
Note the message in these. The savings are explicitly stated. No math needed to figure out how much a person is saving. The term “Up to” is also an exceptionally powerful one since the savings could be anywhere from $0 to whatever it is “Up to” and often is closer to $0 in most cases. But, getting the prospective buyer in the door is the primary concern.
It doesn’t have to be a large item like a television. In a sale nearby our offices, a hardware store was offering LED flashlights for 25 cents as a means to get people to come in and look around at what else the store had to offer. This is all it takes often. Get them in the door and they’re ready to buy.
The enticement is in the fact that the opportunity is for a short time. Time sensitive opportunities often bring people to action: “Best Buy Doorbuster Deals Start at 5 p.m. on Thanksgiving and at 8 a.m. on Black Friday.”
4. We’ll Be Open on Thanksgiving (or whenever)
If you own a business that might benefit from being open during a traditional holiday, then let people know about it. You’d be doing your customers a huge favor by telling them. Update your social media profiles and post it on your website.
Remember many of your customers will be hosting family and friends from out of town and often times need a place to go and catch up over a warm cup of coffee and enjoy a delicious meal. Or, whatever they may need, but let them know you’ll be there for them.
A retailer we all like to be open has a simple message: “Starbucks Will Open On Thanksgiving, Black Friday.”
5. Seasonal Favorites
Again, something that has time sensitivity is something that will garner attention. If there are seasonal items that your company provides, then let everyone know it. Scream it from every Social Media platform and traditional media possible.
When I think of Thanksgiving, I think of homemade turkey, HoneyBaked Ham and Mom’s Apple Crumb Pie. We are in Jacksonville at the beach and there is a retailer here that opens early on Thanksgiving morning to provide a Bloody Mary extravaganza (and for those who like Mimosas, they have those too) for everyone to have something to do while their turkeys are cooking. I can’t think of any better diversion. But, whatever it is, like picking up fresh Apple and Cherry pies the day before Thanksgiving or Christmas. Any excuse to get out of the house for a few hours and drive around for a slice of Mom’s Apple Crumb Pie is a good one.
Another big name does a good job of this. Just like Starbucks, Dunkin’ Donuts does a great job of reminding people their favorite seasonal items are back. Be proactive and promote: “Don’t forget one of your favorite holiday treats at Dunkin’ Donuts.”
6. Convenient and stress-free shopping experience
Black Friday is likely the most anticipated shopping weekend of the year. But, the months of November and December are both full of shopping opportunities. The fun comes with a side effect. It’s also one of the most stressful times of the year.
If you have invested in new tools and resources to make the shopping more convenient for your customers, then share the good news with them. Talk about all the improvements you’ve made to make their shopping experience better. It helps build anticipation for your Black Friday deals too.
It doesn’t take much to let people know your thoughts. The simplest of all statements gets the point across: “Shopping Made Easy.”
7. Go Against the Grain & Start a New Tradition
REI is one of those retailers who famously went against the grain announcing that we should get out and enjoy each other and the outdoors. If you are closed on Black Friday because you want to do the opposite of every other business, then let your customers know why. Bloggers and reporters are always looking for a good story.
Some statements that are already classic and to the point:
- “REI Closing its Doors on Black Friday – Invites Nation to OptOutside”
- “This Black Friday, Investing In The Things We Already Own (Patagonia)”
- “Don’t Buy This Jacket (Patagonia)”
Inspired by REI, Save the Redwoods League is sponsoring free admission to 40 California State Parks. Their statement was simple but effective: “Thanksgiving is a great American tradition. This year, Save the Redwoods League and California State Parks want to make it even better. We are starting a new tradition for Black Friday. Take a walk in the redwoods; it’s on us.”
People like a good story. Most important, they like to know the reason why. Make a story.
Want to generate publicity for your deals or your story? Give us a call.
Parker Associates works extensively on understanding your market, your consumer, and your goals. We don’t take guesses, we take the time and commit the resources to researching the market and the consumer to make sure we get it right. We are YOUR advocate by being the CONSUMER’S advocate.
Spend time looking at what you are trying to acquire, develop, or sell to learn how you can improve the success of what you are offering. Parker Associates helps understand the consumer by answering WHO will buy, WHAT they will buy, and HOW they will buy it. When the research is completed and the analysis is done, having the answers to these questions will reveal what will provide the best success for your project. Keep asking WHO, WHAT, and HOW and keep developing to fit the need.
The Parker Associates process starts with a confidential review and consultation to learn more about our processes. Then Contact Us to put Parker Associates to work for you.
David WB Parker is a principal of Parker Associates of Jacksonville, Florida, marketing consultants to the real estate industry; President of PTC Computer Solutions, IT Specialist, and an active real estate sales professional with PARFAM REALTY based in Jacksonville, FL. He can be reached at 904-607-8763 or via email firstname.lastname@example.org.