The final three months of the year bring changing customer needs, seasonal events and valuable sales opportunities. Yet many advertisers wait until the last minute and invest in one short holiday promotion. Media sellers can help clients take a more strategic approach.
Don’t sell one holiday campaign. Help clients build a three-month strategy that keeps their business visible as customer priorities change.
October is the month to build awareness. This is the time to establish the client’s message and create momentum before the busiest holiday advertising begins. Encourage clients to introduce seasonal products and services, promote fall events, highlight their community involvement and educate customers about what makes their business different. October is also an opportunity to begin promoting upcoming holiday offers before competitors increase their advertising. Start the conversation by asking, “What do customers need to know about your business before the holiday buying season begins?”
In November, the strategy should shift from building awareness to creating urgency. Customers are actively comparing options and making purchasing decisions, so the client’s message should become more specific and action-oriented. Campaigns can feature holiday promotions, limited-time offers, Small Business Saturday, gift ideas, special packages and reasons to shop locally. Clients can also promote convenient ways to purchase, schedule appointments or visit their business while highlighting community giving and charitable partnerships. Ask, “What action do you want customers to take during November?”
December is the time to remain visible while looking ahead. Although last-minute shopping remains important, the month also creates opportunities for customer appreciation, year-end spending and planning for the new year. Clients can promote gift and service reminders, extended hours, important deadlines, customer appreciation messages, year-end business purchases and post-holiday offers. This is also the right time to begin discussing first-quarter goals and January campaigns. Ask, “How can we finish the year strongly while preparing your business for January?”
Before recommending an advertising plan, meet with the client to identify the primary goal for each month, how customer priorities may change and which products, services or events need promotion. Clarify what action customers should take after hearing or seeing the message and determine how the results will be evaluated.
A three-month campaign does not need to repeat the same message. It should evolve. October builds awareness, November creates urgency and December encourages action while preparing customers for what comes next. By connecting these months into one strategy, clients gain more consistent visibility, and sellers create opportunities for stronger, longer-term campaigns.
This month, choose five clients and develop a simple October-through-December road map for each one. Identify one business priority, one customer need and one advertising opportunity for every month. Then begin the conversation by saying:
“Instead of planning one short holiday promotion, I’d like to help you build a three-month strategy that keeps your business visible as your customers’ priorities change.”
The most successful holiday campaigns are not last-minute ideas. They are thoughtful plans designed to create momentum, remain relevant and carry the client successfully into the new year.
Good Luck & Happy Selling!