In what has become a happy tradition, click here for my 2007 Christmas marketing tips for retailers. Print them off and share them around.
I was pretty chuffed to hear from Jurek Leon a couple of days ago that he has included my 2006 tips at his Christmas Tips for Retailers website.
Here is my 2007 list:
1. FOCUS ON HERO PRODUCTS
Have one or two hero categories in the lead up to Christmas. Make a bold visual statement at price points which represent value. Plan to become known in the district as the go to place for these products. You do this by having the best range at a good price and displaying it accordingly.
2. THANK YOUR CUSTOMERS
Write a note of thanks to your customers and place copies in bags. Thank them for their support and share what this means to you and families supported by your business. Be personal.
3. HOST AN EVENT
Host a VIP shoppers night, a 24 hour Christmas Celebration Sale or a tree lighting night. Bring in Santa and create some theatre around the start of the Christmas season in your shop. Maybe do with other shops in your area. Offering free Santa photos is a good way to draw in families.
4. REMEMBER TEACHERS, NEIGHBOURS, FRIENDS AND OTHERS
It is the once a year gifts which can be challenging. Consider a display of gifts for teachers, another for neighbours etc. The easier you make it the more people will buy from you.
5. DONATION BOX FOR A LOCAL CHARITY
Talk to a local charity and offer to put a collection box at your door for customers to make a product donation which fits the needs of the charity. Include photos of work the charity does. Invite the charity to let its contacts know what you are doing.
6. CHRISTMAS ART
Choose a theme and invite entries in your very own art competition. Give the winner a nice trophy and a gift voucher. Let the local paper know. A good theme would be Christmas in xxx where xxx is your suburb – bring out a local connection.
7. EMBRACE THE SEASON FROM YOUR DOOR
Everything about your shop must feel like Christmas. Music. Uniforms. Stock on display. Flyers. The moment customers step inside your shop they need to feel Christmas. Design your store layout for Christmas success, let it do your selling for you.
8. CREATE A TOP TEN
People love lists. Top Ten gifts under $10. Top 10 gifts for dad. Top 10 gifts for mum.
9. EMBRACE THE SEASON FROM YOUR HEART
While Christmas means different things to people, it is, overall, a happy season. Work with your team on ways to embrace and maintain a connection with happiness. Your generosity of spirit toward your team can set the tone for their generosity of spirit toward customers.
Schedule enough time for rest. Recharge and make your days more successful.
Create a H U G E handmade countdown calendar – behind the counter. 20 sleeps to go, 19 etc.
12. SERVICE, SERVICE, SERVICE
Christmas is stressful for shoppers. Roster extra staff to reduce customer stress.