This holiday season, a strategic, well-planned marketing calendar will help you spread the word about your products. Whether that’s through social media, e-mail marketing or taking your brand offline by participating in pop-up shops and trunk shows. With any type of effort, it’s important to leverage key milestones to make your brand relevant, especially since your consumer is most likely engaged or participating in these events.
Each year, the holiday season begins earlier and becomes more robust. Consumers are expecting news, deals, great products and solutions to their gifting needs. To stay in the conversation and help your business have a successful month, consider these 2014 shopping days:
1. Thanksgiving, November 27
There’s great debate on whether stores should push out communication and open their doors on Thanksgiving while consumers spend time with their families. Big box and major retailers are split on who should open on the day and for an emerging designer, it’s up to you to decide how and when you want to build buzz.
2. Black Friday, November, 28
Deemed as the start of the holiday season, it’s when retailers have historically gone from red to black in the books. Consumers are looking to spend money, searching for deals and are ecstatic about shopping. While foot traffic into stores is heavy, there’s also opportunity to join the conversation online. Forbes revealed that in 2013, online mentions for Black Friday reached its peak by 11am. With that said, it’s important to plan out your social posts in advance and also look on Facebook and Twitter for trending topics.
3. Small Business Saturday, November 29
Created as an opportunity for local merchants to see an uptick in business in their neighborhood, it’s also a way for emerging designers to support their retailers and foster new brand partnerships. Now in it’s fourth year, it’s the day the celebrates entrepreneurs during the busy holiday season!
4. Cyber Monday, December 1
It’s the day that brands focusing on direct-to-customer may want to offer deals, great value and experience for their shopper. This means that you should pay special attention to merchandising, making gifts easy to find and check that your site is optimized for mobile shopping. Brands also need to plan out their social because consumer purchases are coming from both Pinterest and Facebook.
5. Giving Tuesday, December 2
Started in 2012, Giving Tuesday is a way for companies, organizations and individuals to stop and reflect on ways to give back and provide philanthropic efforts to the community in between our retail holidays.
6. Green Monday, December 8
Green Monday has quickly been coined the largest shopping day in the month. Each year, it falls on the second Monday in December and is often known as Cyber Monday #2. For designers, it’s one additional retail push for the holiday season.
7. Free Shipping Day, Thursday December 18
8. Super Saturday, December 21
This day falls on the last Saturday before Christmas and is expected to be the biggest shopping days in 2014. This is prime time to target last minute shoppers and to provide gift suggestions, your personal expertise and gift wrapping in order for the customer to have an easy and fun shopping experience.
Choosing to promote your company during any or all of these days is marketing decision you’ll have to make. As with all opportunities, it’s asking yourself how can you make your brand stand out and make ideas that are proprietary to your voice and aesthetic.
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