Social media: Here's some tips for planning your Christmas marketing
You may be feeling far from festive but for many retailers Christmas marketing planning is already in full swing. And with good reason — the UK spends 25% more over the Christmas period than any other time of the year, making it the key time to generate more revenue over any other shopping days.
Planning ahead allows brands to maximise sales during this vital period. But what is the best way to plan for an epic Christmas marketing campaign? Read on to discover our top twelve tips for planning your Christmas marketing.
1) Revisit last year’s campaign performance
First up, review last year’s Christmas campaign performance. When did conversions peak? Which emails resulted in the most sales? Asking and answering questions like this will help inform this year’s strategy.
Christmas campaign analysis is best done early on in the year when campaigns are fresh in your mind. But if you haven’t analysed performance yet, it’s not too late. Set some time aside and jump into your reports today to determine what worked well and why. The sooner the better, so you can continue with the following crucial elements to planning your Christmas marketing…
2) Create a timeline
The holiday season isn’t just about Christmas. There are a number of other dates you need to plan your campaign around. Creating a timeline will inform the chronology of your campaign.
Ideally, you’d create something like this around June but if you missed the boat, here are some key dates to get you started:
Black Friday — Friday 29th November 2019
Cyber Monday — Monday 2nd December 2019
Winter Solstice — Sunday 22nd December 2019
Christmas Eve — Tuesday 24th December 2019
Christmas Day —Wednesday 25th December 2019
Boxing Day — Thursday 26th December 2019
New Year’s Eve — Tuesday 31st December 2019
New Year’s Day — Monday 1st January 2019
And while these are events to hang your campaigns from, I’d recommend creating a gantt chart to plot out all of your campaign deliverables. This will help you stay on track and gives you the opportunity to organise your messaging and offers well in advance. Don’t neglect to factor in those important dates such as your last shipping date!
3) Review target audience
Your third task is to review your target audience. Go through the demographic and behavioural data you have on your customers. Have any new behavioural trends emerged?
It is important to capture any changes in customer behaviour and update your personas accordingly. Accurate personas help you to hit the mark with your messaging.
4) Consider your channels
Next up, review which channels you’ll be using to promote your Christmas campaign.
It’s important to ensure that your campaign is delivered consistently across all relevant channels. This helps you to build a seamless customer experience.
If each channel has a different owner, it is essential that the right amount of time is put aside so you can get your heads together and align your thinking. This will prevent disjointed, siloed thinking when it comes to crunch time on your campaigns.
5) Plan your Christmas marketing message
It’s time to plan your Christmas campaign message. To craft your message, consider:
the needs of your audience
your mission
your brand values
how you differ from competitors
how you deliver value to customers
what you want to make customers think, feel, and do