This past weekend, while my son and I were running errands, we decided to stop by several businesses in our neighborhood. These were great shops, hidden from the beaten path with little to no foot traffic. Most of the businesses have been open for several years.
We talked with an owner who operated an art gallery and unique gift store. He mentioned sales were slow. Yet, he didn’t see a need to spend money on marketing for the holidays even though his shop was filled with potential gifts. He believed the foot traffic would eventually increase. The shop owner plans to continue with his status quo and sit at the back of the studio, waiting for someone, anyone to walk into the gallery.
In the holiday rush, many businesses focus on how to “get through” the holidays or wait for the “slow season” to pass. I have discovered between Thanksgiving and January 1st can offer a unique and productive period for both B2B and B2C businesses.
The holidays offer a unique time to engage with customers and clients.
While attending trade group parties and events, I found most individuals are relaxed and have more time to visit. Many of these conversations later led to business engagements or new contacts.
Think about the businesses where you love to shop during the holidays. Or a B2B business that creates memorable holiday client campaigns. Jot down the marketing initiatives or activities that draw you to the business or brand.
Consider how you can use these ideas as jump points to create a micro-marketing holiday campaign. Often, companies feel they are locked into a specific marketing calendar or structured initiatives when small-scale activities or customer engagement can yield the same benefit.
In the past, I have used the holidays as a test period for our more creative ideas which appear less out of place with the grandeur of the holidays.
With the end of the year fast approaching, gather the team together, use your creative energy, and remember to have a little fun as you think of a way to engage your customers and clients.
