It is every retailer’s favorite time of the year – the beloved holiday season. And as we wind down what has now become Black Friday “weekend,” there are some mediums that I feel are helpful in keeping consumers in-the-know about sales and such at the most appropriate times.
That’s right, I said it. Radio, which many marketers feel is a waste of budget, is helpful during the busy holiday season. People are in their cars, in and out of the stores, with making purchases on the brain. They want to get the scoop on where they need to be to get the best deals. For larger companies, radio ads during peak travel hours can be a good way to reinforce the TV spots and circulars that you’ve been pushing out. For smaller businesses, a radio spot during the holidays can be a great investment to call attention to the great items that you have to offer, along with any promotions that you have.
Online – SEM (Search Engine Marketing)
The internet has become a HUGE resource for the holidays. From gift ideas, to hunting down gifts, to pricing them out, people are using the internet like never before. Increasing your website’s visibility in search results can mean the difference between a consumer turning to you or a consumer turning to your competitor.
Online – Social Media
Sites like Facebook and Twitter allow marketers to promote posts so that they appear in consumers’ feeds. This presents a great opportunity to meet your consumers where they already are so that you can let them know how you can help them with their holiday shopping.
Mobile – SMS and MMS (Short Message Service and Multimedia Message Service)
While I personally struggle with the intrusiveness of mobile marketing, I cannot deny that it is a great opportunity to reach consumers and deliver relevant, location- and time-appropriate messages through a medium that is more times than not guaranteed to get the message through. For the holidays, I’d focus particularly on SMS and MMS with concise, hard-hitting messages that get the point across. Tell the consumer what he or she wants to hear, for example – “Save 50% on the entire store Thursday – Sunday at all North Carolina locations.” I would also provide users with the opportunity to “unsubscribe” to text messages to avoid the risk of running off those who are uncomfortable being reached via their mobile device.
This time of the year brings millions in front of their TV screens with prime time TV shows well into their seasons, holiday specials, and countless NBA, NFL, NCAA Basketball AND NCAA Football games showing all day and night. TV ads, of course, are very expensive; however, if this is a medium you can afford, this is definitely the time of year to use it. Be smart in your media buying and select programs that will reach your target audience and deliver quality content.
What mediums do you think are most effective for marketing during the holiday season? Share your thoughts in the comments!