The holiday season is approaching, the most anticipated time for businesses as it represents the greatest sales potential!
It's very important to be prepared for end-of-year sales, after all, demand at this time of year tends to be much higher than usual.
In addition to investing in hiring and training new employees, it's important to keep in mind how much marketing can contribute to greater success at this stage.
This is because the strategies used are fundamental to reaching the right audience, which will guarantee a better ROI (Return on Investment).
Throughout this article, we have listed the main marketing strategies that guarantee a prosperous end of the year in terms of sales.
What are the main commercial dates in the second half of the year?
The entire year is full of interesting commercial dates to boost trade.
In the first half of the year, for example, there's Consumer Day, Mother's Day, and Valentine's Day.
Despite the relevance of all these events, the most significant celebrations for e-commerce, such as Black Friday and Christmas, are concentrated in the second half of the year.
How to plan the end-of-year campaign?
Here's the most important tip of all: research consumer behavior, because understanding the desires and needs of your target audience is fundamental to optimizing your marketing strategy. .
If your client doesn't like Facebook, for example, it doesn't make sense to invest in Facebook strategies, right?
With this data in hand, you can now move on to the next step.
Below are 7 tips for a successful end-of-year campaign.
1. Conduct a historical sales analysis.
The sales history is a kind of X-ray of everything that was sold in a given period.
If you purchase the previous year's Christmas report, for example, you will have a good understanding of your customer profile, best-selling products, average order value, etc.
All this information is essential for defining goals and objectives for upcoming campaigns.
Therefore, start the planning process by analyzing historical sales data.
2. Determine your objectives.
To successfully launch your end-of-year campaign, you must first determine your company's overall participation goal during the holidays and at the end of the year.
What is the reason why you want to make the most of these dates?
Consider whether you want to increase your sales, position your business and convey a message aligned with the festivities, or increase the number of interactions with your audience across the different channels you offer so that they can contact you and build loyalty.
You can do a little bit of everything at once if you add creativity to your goal: selling, positioning, engaging, and building loyalty!
3. Think about your campaign strategy.
A very important part of a campaign strategy is deciding how to promote your brand during such important holidays.
Also, remember that there are other important days for shopping, such as Black Friday!
This year, the period becomes even more special with the start of the FIFA World Cup on November 20th, so try to create a strategy that takes all these events into account.
After deciding how to act during the festivities and which ones your company will highlight, creating a suitable campaign to spark the interest of your target audience and capture their attention from the start will make all the difference. .
4. Assess your resources
How much can you invest in your end-of-year campaign? What marketing strategies could you implement? How many people on your team should dedicate time to running the campaign?
This definition, regardless of the objective, must take into account the various departments of the company – not just marketing – and how the teams should prepare for the period.
5. Prepare the inventory.
We know that not all e-commerce businesses operate with their own inventory.
Many adopt dropshipping and cross-docking strategies to optimize operations.
In any case, it's essential to plan your sales so you can ensure you have enough merchandise to meet the demand for the period.
Anticipate negotiations with suppliers to replenish stock; it's helpful to review sales history to more accurately assess needs for the period, ensuring you neither have excess nor shortages.
6. Create offers that are themed around your parties.
To promote your campaign, you should create offers focused on your specific topic.
In some cases, this may mean offering discounts to customers or creating content for end-of-year celebrations.
After creating a specific offer, it's time to create the campaign through which you will promote your offer.
There are a variety of tools that will help you, such as calls to action, banners, images on social media, etc.
7. Offer special discounts.
If there's one thing consumers love, it's a discount.
According to a survey on e-commerce loyalty conducted by the Reclame AQUI Institute, approximately 55.1% of consumers switch stores because of price.
Product availability comes in second place with 31,88%, followed by customer service (31,76%) and delivery (28,45%).
The numbers show how price-sensitive customers are, so it's necessary to invest in promotions to attract consumers.
Offer progressive discounts to encourage consumers to buy more items, free shipping for purchases above a certain value, gifts, etc.
8. Invest in genuine reviews.
Reviews are accounts from real consumers about their experience with a product or service.
When a consumer buys a shoe, for example, they can leave their opinion about the comfort, quality, overall size, among other things.
These details not only create space for the buyer to be heard, but also help other buyers make purchasing decisions. .
Therefore, this feature is useful for improving customer experience and increasing conversion rates.
The sooner you hire a tool for collecting and publishing reviews, the better.
Because if you wait until the beginning of the festivities to collect reviews, you won't have enough evaluations to help consumers in their decision-making process, you understand?
9. Analyze the results of your previous campaigns.
Last but not least, take this opportunity to analyze the results of your previous year-end campaigns.
The idea is to recognize the successes and failures that marked your past campaigns, so you know what you can repeat and what you need to improve.
In addition, assess the competition: what strategies are they developing, what channels are they using? You can also consult campaigns from previous years for this.
Let your creativity soar and surprise your audience with your best end-of-year campaigns.
These dates will definitely be beneficial for your brand and your business!
In short, as you can see, planning the end-of-year campaign is essential to increase sales.
In this context, doing everything in advance is good because it gives you time to make sure everything is perfect for receiving clients.
Are you looking to increase your end-of-year sales and achieve success?
Access this link, Fill out the form and speak with one of our consultants.
