Start Planning Your Holiday Marketing Now

Brian Morris on October 12, 2015 - 9:22 am in Holiday

holiday marketing

Have you started planning your holiday marketing strategy yet? If not, now is the time to start. In fact, the earlier you plan your holiday marketing, the more success you’ll enjoy this holiday season.

Planning your holiday marketing early:

  • Lends a comprehensive, bird’s eye view of your marketing efforts so you can develop cohesive multi-channel campaigns that work together to motivate response
  • Frees time later in the season to take advantage of last-minute marketing opportunities
  • Allows you to rest easy knowing your holiday marketing strategy is sound and your campaigns are run efficiently
  • Grants you the time you need to develop winning marketing materials and find premium printing at discount prices, so you can maximize your return on investment
  • Ensures you can market within your budget and yield excellent ROI
  • Grants you the freedom to be dynamic – if you need to make changes later, or add a campaign element, you’ll have the time to do it
  • Allows you to focus on customer service and delivering an exceptional customer experience

The world’s most successful companies know early planning yields prosperous holidays, but how early should you begin? That depends on your budget and marketing strategy, but it might be said it’s never too early: some companies even start mid-summer. However, the majority of businesses begin to turn their attention to holiday marketing in late-September through October – still affording plenty of time for early planning.

Here’s what you need to consider when planning your holiday marketing strategy:

  • Start by reviewing PsPrint’s 25-point Profitable Holiday Marketing Checklist
  • Consider your holiday marketing goals: what do you want to achieve, specifically, and how will you know if you meet your goals (measurables)?
  • What is your marketing budget? What is your desired ROI?
  • What marketing channels have been successful for you in the past?
  • What new marketing channels do you want to try?
  • What holiday marketing strategies do your competitors employ? Can you take advantage of them as well? What are your competitors missing?
  • What sets you apart from your competitors? What is your unique sales proposition? What are the benefits of buying from you?
  • What discounts or other specials and incentives can you offer during the holiday season and still turn a healthy profit?
  • What are some creative strategies you’ve considered but not tried? Can you try them over the holiday season?
  • Who will write your marketing copy? Who will design your holiday marketing materials? Who will print your holiday marketing materials?
  • What kind of marketing and sales experience do your customers want? Will they respond to it?
  • What geographic area will you target? Nationwide? Regional? Local only?

Once you’ve answered these questions, you should be able to begin formulating a plan. Prioritize your marketing strategy so you’re able to invest your budget in opportunities that will yield high-ROI and excellent revenues. If you’re on a limited budget, it’s better to focus your efforts on two or three marketing channels than to spread yourself too thin over dozens of channels.

Create a marketing calendar with specific deadlines for individual tasks – such as completing postcard copy or catalog design – and launch dates. Set up a system to measure response, and train your employees how to deliver an exceptional customer experience.

Once your marketing calendar is mapped out and your plan put into place, execute your strategy as quickly as possible. Even if a postcard or blog post isn’t scheduled until December, make sure it’s ready to go and scheduling is automated. Then, keep an eye out for last-minute marketing opportunities that can help push your holiday marketing to greater heights than ever before.

It’s never too early to start planning your holiday marketing, but it can be too late. Start planning your holiday marketing today to enjoy your most prosperous – and profitable – holiday season ever.

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