We all know how much retail is under pressure in today’s economic climate; don’t we hear and read about it every day? High street rents are high, consumer confidence is low, and footfall is decreasing. Falling disposable income with families makes it less likely they will take days out and visit attractions nearby or afar off.
I want to focus in on some of the big seasonal events that happen every year. Because if you plan ahead and take them as opportunities for growth you can buck the trend, you can attract customers to your store, you can give families a reason to spend the day out at your attraction. Centring your marketing plan on these seasonal events can not only give you strategic focus for the year but also bring an element of stability to your retail operation.
Of course we’re talking about the most popular events here; Easter, Halloween, Black Friday and Christmas. Over the years these seasons have come to almost define the retail landscape as we know it now.
Here are 4 key steps to consider. Whether you are in the retail or tourism sector these still apply.
If you want to be serious about seasonal marketing then plan to be serious. Decide at the beginning of the year (or before if possible) which events you want to take part in and set up a calendar with the dates locked in.
Then share your team into the plan and set out the objectives and reasons. Brainstorm ideas with them to come up with creative things to do. Then allocate responsibilities to get your whole team involved. This may take an hour or so spread across a few days; allow the time and understand how important it is to get it right.
If you need a planner tool here’s a good one called Teamweek and it’s free for teams of up to 5 people.
Timing is everything they say. And that couldn’t be more appropriate when planning your seasonal event. Let me ask you a question; when do you as a consumer start to think about Christmas? I’d take a guess it’s probably when the first decorations start appearing in your local supermarket! Google Trends data shows just how far ahead people start thinking about these seasons:
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