Christmas Marketing Tips: What’s Your Goal?

Christmas TreeI’m not sure whether it was the plastic trees in the supermarket, the snow we got here last week or the first “what do you want this year?” question I fielded last night, but at some point it became obvious: Christmas is just around the corner. Is your business ready?

Even with a sagging global economy, sales during this coming season are expected to rise slightly over last year.

Of course, to get your share of the Christmas action, you’ll want to pull out all the stops in your marketing.

So where do you start?

Define Your Christmas Marketing Goals

Now, we could just publish a bunch of disjointed tips here, but that’s not going to get us on Santa’s “nice” list. And you’ll likely find some organization to be helpful.

So today, let’s start by defining 3 possible goals for your Christmas marketing efforts.

  1. Sell products to more of your prospects (increase conversion rates)

    Sample tactics that might help you here include coupons, discounts and bonuses.

  2. Sell more products to the same customers (increase order size)

    One way to do this is to set up a progressive incentive system (where discounts, freebies and other incentives multiply as customers’ shopping carts pile up).

  3. Get more subscribers you can market to (build your list)

    This can be done through referral programs, limited-time subscribe incentives, or good ol’ engaging content.

We’ll discuss each of these goals in a few follow-up Christmas marketing tips.

Which Goal Is Most Important To A Successful Christmas Marketing Campaign?

Depending on the current state of your business, this will vary.

For example, if your business has a lot of customers, but slow revenue growth, you might put more value on increasing order sizes.

If on the other hand you’re concerned that even with good conversion rates you just won’t have a good Christmas sales season, then getting more subscribers might be more important to you.

Have a lot of subscribers who just seem to “hang out” on your list? Maybe turning more of them into customers is your focus this season.

Either way, over the next week you’ll find a series of Christmas marketing tips here designed to help you achieve your goals and deliver a strong finish to the year. Stay tuned…

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By:
Justin Premick is the former Director of Educational Products at AWeber.

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17 Comments

  1. This is the first Christmas I actually have a list of people that I can supply goods and services to concerning Christmas. My latest newsletter today as a matter of fact has a link for holiday cards through a company they all know and use. When I saw the promotion, it made perfect sense and I know most will at least appreciate the promotional offer.

    I’m looking forward to your ideas and tips.

    Tis the Season!

    11/16/2008 11:18 am
  2. I will be looking forward these tips… Holidays are a perfect season to increase your revenue…

    11/17/2008 10:53 pm
  3. Thanks for the tips! I’m looking forward to building a list around Christmas centered mainly on families since I’ve developed products that would hopefully interest them. I’d really appreciate more tips on how to gain more subscribers and the efforts one can take to increase one’s list size substantially.

    Thanks!

    11/18/2008 7:57 am
  4. Three nice and simple tips there, however… they are much easier said than done.

    ‘Getting more subscribers’ is certainly the aspiration for any aspiring blogger. It would be nice to have a subscription list which ran into the thousands.

    Alas, being one of the little people in the blogging world, I am teetering on the precipice of great change. My current subscription rate is 99. My Christmas wish – to reach 100 :-)

    11/18/2008 8:39 am
  5. Hey, I wished the winter come sooner here in Romania :)

    Anyway, I think I’ll just focus on getting the same customers buy more blogging solutions from me, I love over-delivering.

    And it is much easier to sell to already customers than to convince new folks become new customers, don’t you think?..

    11/18/2008 9:24 am
  6. Guy

    Hi Doug

    I know what you mean. My list is small this year, but thanks to following these valuable tips from Aweber it is growing.

    One thing I currently do is give something of value to my specific niche, or should I say this is what I will be doing.

    On my Search Engine Optimization & Beyond website I am going to be giving away a sweet package designed to help people build their Internet Marketing successes.

    And, speaking of SWEET, on my Healthy Chocolate site I’m going to at the very least have a chocolate giveaway drawing. I haven’t completely decided yet.

    One thing I do know is when you give your niche something of value you build loyalty within your readership which is sure to lead to more and more interactivity between yourself and your client base.

    Hope that helps. I’m looking forward to this series of messages from Aweber as their information is always top notch, not to mention their product. Simply put, AWEBER ROCKS!

    Chow

    11/18/2008 9:26 am
  7. Very interesting point about the forecast. Even though the economy is in recession sales for Christmas season are expected to rise.

    This comes as quite a shock to me…but good news.

    As Christmas rapidly approaches selling more effectively to your current customer/subscriber list should be the focus.

    11/20/2008 1:19 pm
  8. Healthy chocolate? is there such a thing!

    I have no problem getting subscribers but I have realized that targeted subscribers is much better.

    So for Christmas, santa can you bring me lots of little mailing lists please.

    11/22/2008 6:40 pm
  9. I really enjoyed your tips as well. I am in the same category as some of the others who have written here. My list is sitting at 100 which I just recently in the last month increased from a measly 4. I joined up to a few giveaway events and landed some subscribers. I still have not sold anything yet to that list but have had success selling some things on eBay and ioffer during the Christmas rush.

    I am hoping that by next Christmas I will have a list worthy of talking about and a conversion rate to brag about.

    I am looking forward to more tips from you on list building.

    11/23/2008 5:32 pm
  10. Everyone is going to be having sales this Christmas – one tip that I particularly liked was the suggestion to increase the value of site content and hence the customer experience instead of having sales. This will be more likely to increase customer retention.

    Also sites that are doing Christmas marketing to international audiences should consider that not all cultures celebrate the holiday season in the same way, and should be sensitive to cultural holiday marketing techniques.

    11/25/2008 12:12 pm
  11. Thanks Justin for the tips. We are always looking for new ideas and the tips in your newsletters always make rounds in the office.

    Appreciate it.

    12/1/2008 9:41 pm
  12. Everyone is going to be having sales this Christmas – one tip that I particularly liked was the suggestion to increase the value of site content and hence the customer experience instead of having sales. This will be more likely to increase customer retention.

    12/5/2008 12:24 am