Ideally in marketing you want to use every opportunity to educate, promote and sell your business. The holiday season (mid-November to January 3) offers entrepreneurs and small business owners the opportunity to promote their business, stimulate sales and spread good cheer all at the same time.
Marketing to your current customer base ought to be a priority for every entrepreneur and small business owner during the holiday season as well as throughout the year. If not, you are overlooking one of your best markets for repeat sales and referrals.
Five Ways to Market to Existing Customers: 1. Place a coupon or savings offer on your invoices during this period 2. Use direct mail or email marketing to promote holiday specials 3. Send a personal greeting or holiday card (Thanks-giving, Christmas, New Year's) 4. Give away promotional items with your company information on it 5. Use any of the above methods as an opportunity to introduce new products or services with an introductory offer (valid during the holiday season or in January)
Customers like to know they are valued. Sending a personalize message, savings coupon or a free gift to a customer communicates that you value their business and loyalty.
The holiday season also offers an optimum time to network, cold call and reach out to new prospects. Using the same concept as above, instead of saying thank you, it is an opportunity to introduce your self, product and service. The strategies remain the same, the message changes. Holiday parties offer an added bonus marketing strategy during this period to network. Take advantage of them or consider hosting one yourself.
Lastly, if the holiday season, January, or both, traditionally present a slow down for your business, consider offering limited time specials to expire during these months. Also revisit the tips published in the Dec. 2006 issue of Eye On Leander, titled "Getting Through a Seasonal Slump." (online title "5 Ways to Master Any Seasonal Slump - Every Time."
Gabrielle Melisende, owner of Destination Graphix, is a publisher, editor, writer, award-winning graphic designer and marketing specialist. She works with entrepreneurs, small business owners, non-profit and government entities on projects ranging from identity design, web site design and maintenance to marketing campaigns. She was recently named a finalist for Marketing Campaign of the Year by the Stevie Awards for Women in Business.
