Friday, December 21, 2007
This is a great topic an one I'd like to discuss. I believe that promoting products and services around the holiday can invigorate your business but doesn't have to be the end. Successful companies use the post holiday season to get rid of excess inventory and up sell holiday shoppers.
One of the best programs you can implement is a frequent buyer program, friends and family promotion, or an exclusive offer for those who have purchased over the holiday. In many instances, these programs can generate 30% - 50% of the revenue created from the holiday itself. Successful programs leverage the information attained during the holiday season.
When communicating your programs/offers after the holiday season, use targeted messaging. The more targeted the greater the response you will have. For example, don't start your email with "Dear Customer". Rather, leverage the information you've already acquired. The result should look something like this, "Dear John, thank you for your recent purchase of the 40" Sony Bravia TV. We wanted to thank you for your business and provide you with this 10% off coupon to share with family and friends in the LittleTown, PA area."
Customization and targeting drive purchase. Consider the programs mentioned above and think carefully about the information you've collected. How can you use them productively to increase your sales?