Have you ever tailored your marketing content and sales offers to specific special dates and public holidays? With the glory of a sunny four-day Easter weekend behind us, it's been on my mind.
I see a lot of businesses who sell products creating offers and campaigns tied to specific events (find me a jeweller who doesn’t make a big song and dance about Valentine's Day!) but it’s not something that’s quite as prevalent among service providers.
However, the benefits of tailoring your marketing and sales efforts to special dates and occasions are clear. So, here’s my 5 ways service providers can use public holidays to generate revenue:
This is where a lot of service providers come unstuck: “I’m not trying to sell products for gifts or decorations, so it’s kind of irrelevant right?” Wrong!
Research trends and hashtags on social media and tie your marketing into them. Use the holidays as an excuse to pick up the phone and call customers who haven’t bought from you for a while. Holidays are a great excuse to connect or reconnect with people and enhance your visibility.
FOMO (fear of missing out) is a real thing, and ‘buy now before the offer’s gone’ remains one of the best marketing strategies. Creating an offer around a special date gives you the perfect reason to make it time-limited. Generate a sense of urgency: people won’t want to miss out, and they’ll jump on board while they still can.
I bet most of you send out Christmas cards to your clients. I bet most of those Christmas cards have your business branding on them. Now apply this rule to other holidays – an Easter Egg with your logo, a spooky Halloween offer encouraging followers to share something from your business page on social media. Again, your visibility among new and existing customers gets a boost and this will show on your bottom line.
You won’t be the only person reaching out at key points throughout the year. This is where understanding your key demographics comes into play. Don’t waste time, money and energy targeting people who aren’t going to buy into what you’re offering (sounds obvious, right? But you’d be surprised how many companies fall into this trap).
Marketing in this way is a three-step process, ask yourself:
Referral marketing, whereby your existing customers recommend you to their clients and vice versa, is one of the most valuable tools you have in your sales toolkit. Take Instagram for example; how often do you see giveaways advertised where the sole requirement is that you follow certain brands and tag your friends in to follow as well? This is the perfect referral marketing set up. Think about this next time an opportunity for holiday-specific marketing comes up; how can you collaborate with your existing clients?
Just a couple of things to think about there.
Want to talk about it some more? You know where to find me!
Call 01604 532004