The holidays have always been an important time for marketers in many industries. There have been many changes in the marketing methods sellers use to persuade buyers, especially since the era of online shopping began:
- Kids used to mark up copies of holiday catalogs that arrived in the Sunday paper. Now they create online wish lists and email them to their parents and grandparents.
- Shoppers who once struggled to find gift ideas can visit a website to see what the most popular items are, sorted by gender and age.
- Spouses who don’t know what to get each other can view recommended items based on previous searches and purchases.
- And perhaps best of all, it is possible to purchase a gift for everyone on your list without stepping into a crowded store.
But some things about holiday marketing haven’t changed. We tend not to look at them as marketing, but more like traditions. Taking the kids to see Santa at the mall and having an awkward photo taken is a holiday must for many families. And going downtown to look at the holiday window displays is a beloved activity that has endured for over a century.
In some ways, these time-honored traditions can be viewed as early forms of inbound marketing. For years these events have been planned and presented by marketers with the anticipation that they will draw shoppers and boost sales. This kind of holiday marketing does more than that. It helps to establish a relationship between the seller and buyer. Especially during the holidays, families and friends are looking for opportunities to share quality time and make memories. By sponsoring its annual Thanksgiving Day Parade since 1924, Macy’s has provided shoppers with both a wonderful experience and an enticing invitation to begin their holiday shopping at the store.
While retail marketing is different than b2b or c2b, you can use this concept as you develop your 2015 marketing plans. How can you help your customers be more efficient, more profitable, and expand their business? Let them know in your marketing message! Need help with ideas? Give us a call!
The team at Upright wishes you a wonderful holiday season full of fun traditions and the making of happy memories!