There are many elements to planning a marketing strategy. But we have TWO key influences that are needed before jumping right in…
Pigs in blankets, how do you make them?
Unless you’re cheating with frozen pigs in blankets, you head to the supermarket and buy chipolatas and streaky bacon. Then what, settle down to eat them? Not quite…
- Preheat the oven to 200C/400F/Gas 6.
- Thinly slice the streaky bacon in half across.
- Wrap each bacon strand around a chipolata and secure with a cocktail stick.
- Place on a roasting tray and roast for 15 minutes.
It’s a simple dish, but there’s a process to follow. Without the oven, chopping board, knife and baking tray, it wouldn’t have been possible for you to stuff your face with this godly treat!
The same applies to your digital marketing strategy for Christmas. There are other influences that should be considered before serving up an all-singing, all-dancing digital marketing strategy.
In fact, there are two key influences that are often not considered until it’s too late.
1. Key marketing dates
Without having a timeline to begin with, when are you going to know when to set deadlines and publish your content?
You need to create a timeline of key dates for the festive period, which will enable you to schedule your content at the right time.
Black Friday – Friday 23rd November 2018
The Coca-Cola truck for many is the sign that Christmas is on the way. For others, it’s Black Friday. Although it began as a US tradition, it’s become a worldwide phenomenon that the biggest brands utilise every year.
You don’t need us to tell you this, but it’s a fantastic opportunity to create some tempting deals for your customers.
Cyber Monday – Monday 26th November 2018
The first Monday after Thanksgiving is known as the busiest retail search day of the year. It’s an extension of Black Friday and provides businesses the opportunity to continue offering deals. Why not hit your customers with some final offers!?
Green Monday – Monday 10th December 2018
Getting nearer to Christmas now, Green Monday has come about in recent years due to eBay describing it as the ‘busiest shopping day before Christmas’. Panic buyers or people who are just chilled about buying presents, Green Monday and onwards will be very busy indeed for online sales.
Christmas Day – Tuesday 25th December 2018 – a big day for mobile users
It’s a time where you can find families sitting around the table eating turkey or watching the Christmas films of the day. For others, there’s no better opportunity to surf the web on their mobile. Whether they’re looking for killer deals or they’re trying to escape the mother-in-law, Christmas day is very busy in the online world.
Boxing Day – Wednesday 26th December 2018 – busiest retail day on & offline
Deals, deals and some more deals. Boxing Day sales launch the day after Christmas and you’re sure to see videos emerging on the news and across social media of customers diving on the last of the budget 46 inch TVs in supermarkets across the world.
They’re the key dates for the run up to Christmas, including Boxing Day as the post Christmas opportunity. But when marketing for Christmas it’s pivotal that you don’t stop there. Post-Christmas is just as busy with the New Year on the horizon.
New Year’s Eve – Monday 31st December 2018
New Year’s Day – Tuesday 1st January 2018
New Year’s Eve and New Year’s Day are widely known for the ‘end of year deals’. Although many will be resting their heads after a heavy night on New Year’s Eve, the first day of the New Year is a great opportunity to put on some deals. You could provide customers with an incentive to thank them for their loyalty or offer some deals which could help them to achieve their New Year’s Resolution.
This won’t come as much of a surprise, but the time between Black Friday and Christmas is huge for business. Between the 10th and 25th of December, it’s thought that businesses can generate 50 to 100 percent more revenue than other shopping days.
Now you have a generic timeline of key dates for the festive period, you can prepare the next influence for your digital marketing strategy…
2. Target audience
Every business owner knows that their digital presence is key. But what you really need to do is delve into the psychological effect of your digital output and ensure that all your efforts are going to be well-received by the end user, your customers!
Time to create customer personas.
“Whether you’re planning to interact with customers through your website, social media, email campaign or other means of digital and printed media, think about your typical customer and consider how you would appeal to them.” (Digital Marketing at Christmas eBook by EC).
The people you’re talking to are the foundation of your marketing campaign. It doesn’t matter whether it’s digital or print, they must come first in everything you do. This is why you must create customer personas. Not only for Christmas, but for all of the year.
If you already have demographic and behavioural data, then use it. You’ll be able to utilise the behavioural trends to create an extremely accurate persona.
Whether from your data or from your experience, you’ll be able to create multiple customer profiles to home in on the psychographic of your customers. You should pinpoint:
- Age range
- Education level
- Concerns, challenges and requirements
Accurate customer personas will ensure that you can hit the mark with all your marketing outputs, including the messaging, copy, imagery and platform.
Your digital marketing strategy must fit around your users.
Now that we’ve established the two key influences of an effective digital marketing strategy you can now begin planning your Christmas digital marketing strategy. With a broad timeline to work with and a bunch of customer personas to base all your marketing material on, you can decide on the best methods to market your business to reach the right users.
Need a hand?
By downloading our free eBook ‘Digital Marketing at Christmas’, you will be able to take advantage of the digital strategy checklist we’ve created.
You already have two huge conditions of your strategy, now it’s time to get down to the nitty gritty of putting together all materials for the Christmas campaign!