Holiday Marketing - Fox29 WFLX TV, West Palm Beach, FL-news & weather

Holiday Marketing

As business owners and shoppers, we are entering the season of the “buyer mentality” – buyers ready to make purchases at any time, not just when they are shopping. Especially during the holidays, good marketing ideas translate into quick sales. Here are a few suggestions to inspire your marketing and increase your sales during the holidays:


Offer Samples  – Samples have the capability to generate instant purchases. If someone enjoys trying your product or service, your chance of a sale is increased.  I am a perfect example - last holiday season I purchased fruit baskets for as client gifts after eating orange samples.



Provide Holiday Packages - Holiday packages are quick sellers – they take the “thinking” out of buying.  They are pre-packaged gifts that are usually wrapped or packaged as a gift. Holiday packages typically offer an assortment of goods or services.



Offer Holiday Specials – Special rates, special deals – even if offering specials is not your norm – you may choose to make an exception for the biggest shopping time of the year. What can you offer as a holiday special?



Cross-promote – Cross-promoting is promoting your products or services in a variety of ways to maximize your sales potential.  One of the best holiday example of cross promoting is done by Estee Lauder® cosmetics.  Each year, the company offers a holiday gift cosmetic package.  The package is offered for sale when perfume is purchased. While cosmetics may not be a big seller during the holidays – perfume is – and this company has found a way to keep its sales high throughout the holiday season by cross-promoting its perfumes and cosmetics.



Form strategic alliancesStrategic alliances formed when two companies combine products or services. Take a massage therapist, who forms an alliance with resorts during the holidays.  While his client base is shrinking during the holidays, vacationers are coming to resorts in droves.  His alliance with the resort offsets his low season and helps the resort its during high season – it’s a win-win scenario.



 Bundle products and services– Bundling is done when two products or services are put together to form a package.  An example is Claudia Barrington, owner of South Florida Thermography based in Deerfield Beach, Florida.  Her breast screening service can be purchased as part of a holiday “wellness” gift-package at a day spa that includes breast screening, a manicure, pedicure and facial.  Both companies, the day spa and her breast screening company benefit from bundling.  



With the busyness of the holidays it can be easy to skip over important marketing techniques that can build your business for the upcoming year.  Here are a few suggestions:



Collect Contact InformationBuild your database!  Even if you do not have a database or use one yet – you can start preparing. Collect names and contact information via e-mail or through your giveaways, samples or surveys – take every opportunity to collect this valuable contact information.  These names can help strengthen your database and be used to promote future products/services and specials.



Create a holiday survey – Survey your customers. Come up with a few questions that will help you grow your business next year and ask when customers. You can have a small



Do marketing year-in-review - As the holidays come to a close, take time to think about what marketing efforts you enjoyed that worked during the past year.  Did you join a Chamber, begin attending a leads group? Start an e-mail newsletter? What efforts that you started this year will you continue or expand into the upcoming year?


Happy Holidays!



Suzanne Mulvehill, MBA, President of Profit Strategies, inspires marketing and development excellence through speaking, writing, coaching and consulting. For a free e-mail marketing newsletter and a schedule of upcoming speaking engagements visit or call  (561) 272-8004.
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