Whenever birthdays and familiar occasions such as Christmas, Easter, Consumer Day, Black Friday, and the many other dates invented by retailers come around, we open our email and find hundreds of messages offering the same big discounts. On my birthday, I get a discount coupon. Christmas approaches and the offers increase. Consumer Day and some products drop to half price. Obviously I am not against any of that, but so much of the same thing loses its appeal. When it comes to commemorative dates, especially those that can be used by any niche, you need to stand out in the ocean of empty offers.
Every Christmas the same story. Why keep carrying out seasonal actions on commemorative dates It is important to understand that promotions and seasonal actions are only part of a macro marketing strategy. They work very well to give a little nudge to that contact — whether lead or someone who already bought — who is sitting on the fence, helping them make up their mind. The premise of all dates is to offer a discount and that does not necessarily need to change. What can change is the approach to that discount and the choice of the right dates to work in each type of business. The larger your contact list and the more information you have about them, the greater the impact of your actions will be. On which dates should I create actions?
The dates that convert most for you will not be the same as those of any other business. You need to take some points into consideration such as: market niche, peak periods in the year, benchmarking among competitors, and your current lead base. There are some main dates on which it is important to be present, such as Christmas, Mother’s Day, Black Friday, and Consumer Day. However, to be inventive you need to think of other surprises that will truly be unexpected for your consumer. Do you sell T-shirts about music bands? How about doing an action on music day with products similar to what old consumers have already bought from you? How to approach worn-out commemorative dates Your campaigns are not limited to email, although it is already possible to innovate within email itself. Last month, for example, I received an email from a T-shirt sales company that offered a discount on its products on the day of Ayrton Senna’s death. What made it different was that the discount was valid only for the time of Ayrton’s best race. What conquers your consumers are the details, that personal language that makes it feel as if we were talking with a friend, the choice of products destined especially for their preferences, the expectation of some special launch that is coming announced in a unique way. Perhaps the secret is in segmentation, in differentiating your audiences.
If you want to truly surprise, go further. Create complete content that can help your clients at the moment of choosing the product or that solves some problem related to your services. Present that from a landing page that speaks directly with your audience. Find that little space on the thin line between what everyone has already seen and what will be seen with other eyes. And that also applies to the way you promote your campaigns: incorporating new practices into content-marketing, landing-page, email-marketing, and other strategies is essential.
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