"New Year" marketing
Every year, expenses of Ukrainians during the New Year holidays are growing. For business, it’s a hot time when you can increase sales with the right marketing tools.
According to the Research & Branding Group, for the year from December 2016 to December 2017, Ukrainians spent 20% on food purchases for the New Year holidays, 40% on gifts and 50% on other New Year's pleasures. As for the budget for the celebration of 2019, then, according to sociologists, it has grown by 19%. A new leap is expected this year.
Consider which marketing tools are effective in this period.
Promotions, sales and bonuses
People’s New Year’s period is usually associated with crazy discounts, sales and the opportunity to receive bonus gifts. Your task is to satisfy the holiday shopaholism by providing these inquiries with appropriate goods.
In order to maximize the financial result from shares and special offers, you should take care in advance of a sufficient number of promotional products in stock, as well as the possibility of timely delivery of orders to customers. If you understand that you do not have time to do this, be sure to warn customers at the order stage. It is better to be honest and earn loyalty than to let them down and get negative feedback and reputation loss.
“During the New Year holidays, we apply promos, that is, we try to attract more customers through discounts on our services. Our experience proves the effectiveness of this tool both for increasing sales (up to 25%) and for increasing customer loyalty in the future, ”says Dmitry Zinkevich, director of SUNSAY Energy, an energy-efficient solutions company.
Contests and sweepstakes
One of the most popular methods of traditional promotion. He successfully maintains attention to the brand and promotes it in social networks. It also provides virality, increases the recognition of the product, attracts the audience to certain activities and increases loyalty.
New Year Lotteries
Offer each customer who makes a purchase at a specific time period to become a member of the win-win lottery. Prizes can be, for example, a 5-10% discount on your next purchase, a set of a mini version of a new collection of products, and the like. Or you can prepare a value prize - a mobile phone, laptop, etc.
Extra offers
Develop special offers. For example, “3 for the price of 2”, “50% discount on the second unit of goods”, “coupon with a discount on the next purchase” and others. Studies show that people remember gifts more than their discounts. This pleasant impression stimulates them to come back to you again and again. And one more important point: in this way you increase sales of several commodity items and increase the audience of your next purchases.
Gift Products
Buying New Year's gifts to relatives and friends is not an easy task for many. Rid them of this burden: think that from your assortment can be attributed to the category of “New Year's gifts”. And offer this product with free New Year packaging.
Teaser on social networks
Use the social networks of your brands in order to immerse customers in a festive atmosphere. A few weeks before the holidays and during them regularly make posts with beautiful photos and videos of your preparation for the New Year and Christmas, post a festive assortment, promotional products, make bright stories, videos with your employees and customers. This will help people feel part of the festive magic and will become a kind of magnet that will attract them to your store or website.
After-Holiday Sales
Sales peak at pre-holiday days, and at the end of the celebrations, people usually save. And there are always those who want to buy something at an incredibly attractive price. This is a good opportunity for you to sell leftover products from a warehouse. Put the lowest possible price on it, and you will have a chance to get empty shelves that can be filled with the latest in the season.
Elena Ero, coordinator of the Unlimit Ukraine project at the European Business Association
The New Year season is a hot season for advertisers and marketers. For small businesses, this is a great opportunity to revitalize their online and offline activities, strengthen communication with the audience, remind themselves, surprise and delight their customers. But it is worth planning your holiday advertising campaigns in advance to meet the “high season” prepared. In addition, it is difficult for small businesses to compete with large stores, therefore, I advise you to focus on your niche category and focus on a personal approach to customers or to cooperate with other small brands in order to tell a larger audience about yourself.
