Holiday Marketing To-Do List

Holiday Marketing To-Do List. A successful holiday season starts with a successful marketing plan. And to get the most out of this ultracompetitive time of year, your plan needs to advance the right greeting, extend the right offer, employ the right media, set the right tone, inspire the right amount of business, and build just the right spirit — all without starting too early or shipping too late.

The following checklist will help you pull off this delicate balancing act.

Don't wait! Get going on your plan today

• Decide what your business will do for customers — and for sales. Will you alter hours and business decor? Stage promotions? Host events? Announce holiday products, services, offers? Will you send greeting cards or gifts? Make your list, check it twice, assign staff responsibilities, and commit to a holiday plan that spreads cheer and goodwill while winning customer loyalty and business.
• Send loyal customers a preseason announcement that previews your holiday plans and extends advance offers. E-mail and social networking sites can make this step immediate and affordable.

Throughout October

• Prepare holiday promotions, finalize offers and pricing, prepackage products to inspire greater-volume purchases, plan gift wrap and shipping options, and determine holiday decorations and whether you'll provide special refreshments or services for customers.
• Post holiday offers on your Web site. Be sure to use keywords that customers may be searching for over the coming months.
• Post holiday offers throughout your social networks.
• Announce holiday offers through your customer mailing list. Include greetings, a season preview, and reasons for customers to count on your business as a holiday resource. Keep your message simple, with a compelling action invitation (Example: "Free shipping on orders placed by November 15"). Don't present too many options; invite customers to hit your Web site for additional offers.
• □ Announce your holiday work schedule so staff can make personal plans.

In November

• Update your e-mail signature to include holiday greetings and offers, along with a link to your holiday Web page.
• Create and send additional holiday e-mails sharing greetings, helpful holiday gift or planning ideas, and special offers.
• Update holiday offers throughout your social networks, and encourage customers and fans to do the same.
• Select greeting cards that uniquely represent your business and brand image while also addressing the interests and beliefs of your customers. If you order cards imprinted with your business name, add personalized greetings that recognize each recipient as a valued member of your business community.
• Plan the gifts you'll distribute in December. Consider giving away your service or talents. A hairdresser might give a certificate for a treatment in January (when business is otherwise slow). A service business might give a year of monthly "business tips and trends" updates (which could double as publicity items). A restaurant might send loyal customers off with a bag of the chef's trademark sweets. No matter what, address the gift personally rather than saying, "Dear Customer."
• Be sure inventory, staff and promotions are ready for "Black Friday" (the day after Thanksgiving, when holiday shopping traditionally takes off in brick-and-mortar outlets) and "Cyber Monday" (the Monday after Thanksgiving, when online shopping kicks into high gear).

In December

• Entertain or call on key customers and associates to personally extend thanks and wishes for the holidays and upcoming year.
• Send holiday cards, e-mails and gifts, each one personalized so employees, customers and friends know you value them individually.
• Host, attend and network at holiday events, remembering that while a business party isn't a business meeting, it is a business gathering. Be moderate in how you socialize, party, dress and participate. Don't do or say anything that wouldn't be appropriate at work.
• Send an e-mail blast announcing the last day you can ship orders to arrive before Christmas. Spur sales with a free rush-shipment offer.
• Remember your staff with an event, gifts, or one-on-one sessions that convey your appreciation and hopes for the season and upcoming year.

Throughout the season

Deepen relationships and build business by helping everyone in your business community save time and money and achieve greater success and satisfaction over the holidays. msn.com

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