HOW TO: Idea Generate for Create Effective Holiday Marketing

HURDLE BUSTERSHOW TO: Market During Holidays

Chelsea Dygert#StartupPhoenix

Create ContextName

What do you do / working on

How did you hear about Eureka / My talk

Holiday Marketing Stories...to come

“A tribe is a group of people connected to one another,

connected to a leader, and connected to an idea.

A group needs only two things to be a tribe: a shared interest and a way to communicate.”

― Seth Godin, Tribes: We Need You to Lead Us

In the light of the holidays - we can’t forget the pivotal rules to connecting with people - A SHARED IDEA. If you leave out that thing which connects people,

you won’t connet anyone.

Use blogs to establish your place & engage your TRIBE

#Con

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The Best Holiday CampaignsLet’s Discuss

Hubspot’s Best List

Apples Holiday CommercialLast YearThis Year

What do you Appreciate?

Love?Hate?

Was it effective - -why or why not?

What are the holidays - & who celebrates:

● November ○ Thanksgiving -Americans

● December○ World Aids Day (Dec 1)○ Human Rights Day (Dec 10)○ Hanukkah (Dec 16-24) - Jews ○ Christmas (Dec 25) - Americans, Christians, Those raised Protestant

cultures, etc. ■ {90% of Americans celebrate. 80% of non-Christian Americans celebrate}

○ Boxing Day (Dec 26) - Great Britian + Charities○ Kwanzaa (Dec 26-Jan 1) - African - American Culture

● January○ New Years (Eve) Day = Everyone recognizing Greg. Calendar

Why are we celebrating?● Marketing should ALWAYS have a strategy● Having blanket cause often shows no cause● Don’t fear “isolating” groups by using focused marketing ads

○ YOU WILL - that’s the point○ To use appropriate marketing & to hit most major groups

■ Develop multiple campaigns targeting different Holidays

● We often forget when at winter holidays, or during religious events, marketing is MOST successful when it’s targeting a niche.

NO ONE GIVES

“HOLIDAY GIFTS”

Why Social Media? ● People are ON IT more - read crazy Holiday stats here

○ Consumers use it as a search engine○ Idea generator○ Trend-finder○ Relaxer

● Change style on different Channels but

● Match your message ○ 3 of 5 retails dedicate 20% or

MORE of Yearly mktg to Holiday Mktg

● Don’t forget a viable channel is DIRECT touch to consumer - highly effective (see next slide)

Multi-Channel Campaigns Dominate

20-Some Creative Ideas for Sm Biz Holiday Mktg1. Stop being generic. Say what you mean and mean what you say. No one buys a Holiday gift. They guy a Christmas one.2. et people face-to-face. Save money by doing a breakfast or luncheon.3. Stand out by holding your holiday party before Thanksgiving, or after the New Year when customers are more business-minded and thinking ahead to 2015

budgets.4. Join forces with other small business owners in the area (hold a weekend “sidealk sale.”)5. Create enticing “offers” that create urgency due to time sensitivity. - great way to honor all holidays in Nov / Dec6. Hold a special sale for your best customers only, at a time when you’re normally closed.7. Choose a charity to get involved with, and get customers involved too. Offer a discount or free gift card for customers who volunteer a certain amount of time to

the charity or donate a certain amount. 8. Exhibit at holiday shows. See if local crafts fairs or gift shows accept commercial vendors and, if so, rent a booth.9. Hold a Black Friday sale for your B2B business. (It doesn’t have to be on the real “Black Friday”—pick another Friday during the holiday season.)

10. Send real holiday cards, not e-cards. They’re more likely to get noticed. **Send Thanksgiving or New Year’s cards. Stand out more!11. Hold a holiday open house. Really go “all out” and use it to “thank” your customers for their support (and shows you’re awesome to the Newbies). 12. Capture customers through their kids. Hold a kids’ contest like a make-your-own-ornament contest or coloring contest. 13. Make any business kid-friendly by providing a kids’ space with toys or books to keep tired, fussy children occupied while parents shop.14. Get listed in local bloggers’ holiday gift guides. It’s too late for most print gift guides, but there’s still time to get your products or services spotlighted by relevant

bloggers. Reach out with a free sample or by offering their readers something unique.15. Feed the crowd. Hand out free cookies or beverages to energize tired shoppers.****16. Hire masseuses to give shoppers free foot or shoulder rubs in your store if they buy something. 17. Have Santa come to your business. If you’re in a shopping district, join with other businesses to hire a Santa. You can even set up a photo booth and have

photos taken with Santa and ask for donations.18. Get personal. Instead of holding a big party for clients, take them out to lunch individually during the holidays (or early in the New Year if they’re too busy).19. Create personalized gift goodies by printing your business logo on tissue paper, M&Ms, candy bars, cookies or candy wrappers. 20. Print a personalized 2015 calendar to give out to your clients. A restaurant could include photos of popular dishes; a dog wash could showcase cute dog

breeds.

Insert into long-term StrategyContent marketing

“Content is queen…CONTEXT is KING” - Chris Mohritz

**You can repurpose previously used content for tailored Holiday Messages

Event / News EngagementUse current activities / events to cross promote, tap into other tribes

Brand Building****This is another way for new tribe members to get a “First Impression” of you…Handle, profile / header photo, voice / wording, humor (or lack), conversation, community engagement

Connect:Chelsea Dygert

Dygert #ConsultMent

[email protected]

@cimforgiven

at Local coffee shop #StartupPhoenix