Promoting your business during the holidays-pt 2 of 3
Sun, Nov 20 2011 09:03
What are you doing to bring your fans closer to your creative business during the holidays?
In the United States, We are just day’s away from the biggest $hopping days of the year.
If you are a creative business owner, the last couple months of the year can mean a sales jackpot if you have taken the time to prepare and market to your target audience.
In Part 1 of my 3 part series “promoting your music during the holidays"
We talked about using the themes of the holiday to have fun, while create a unique “selling opportunity” for your fans, and prospective business partners.
Our next holiday Thanksgiving, gives us 3 big target days to help you promote your music or creative business- Black Friday, Small Business Saturday, and Cyber Monday.
Holiday Marketing Background:
During tough economic times, especially during the holiday’s businesses spend millions in ads to encourage spending. Marketing firms have created “holiday events “ specifically to encourage consumers to CONSUME.
Here are 3 new holiday’s that were created specifically to encourage people to spend money- That YOU can take advantage of to help increase your sales.
Black Friday -Refers to a old accounting terms,
Being in the red denotes a negative profit margin, where as “in the black” denotes a positive profit margin. Most retailers make or break their sales goals between Thanksgiving and Christmas holidays.
According to ShopperTrak, who uses in-store monitering devices to examine sales in 2010 black Friday sales in 2010 increased to 10.7 billion!! a .3% increase over 2009 earns it the top spot as the heaviest shopping day of the year!
Small Business Saturday- Our friends at American Express are responsible for starting this event which happens the 1st Saturday after Thanksgiving- now in it’s 2ndyear.
Aimed at promoting small business owners. Amex is reimbursing $25 in cash to the 1st of 200,000 shoppers using their American Express card to support a local small business, local businesses signing up get $100 facebook ads or free! I encourage supporting this holiday however, recommend you spend cash, Don’t run up your credit card bills! Save using your credit cards for the emergency fix, or broken tour van that will certainly pop up when you least expect it.
Cyber Monday is a marketing term created in 2005, referring to the Monday following Thanksgiving, many are back to work and can’t physically go to the store, No problem, just shop online!
In 2010 consumers spent $1.028 billion, a 16% increase from the previous year on product purchases on Cyber Monday!
How do old accounting terms and marketing gimmicks help you grow your business? First lets look at a example of a local business targeting the tired shoppers with a fun diversion from the madness.
One famous example of musical artists utilizing the Thanksgiving holiday to help future album sales- Arlo Guthries “Alices Resturant” a 1967 release that comically exaggerated Thanksgiving day adventure turned Vietnam protest. This album that has sold over a million copies, and is still selling 40 years after it’s release.
5 Things can you do to sell more!
1) Send a newsletter to your fans- Remind them that your music makes the perfect gift, offer to ship “personalized” signed copies, for a extra special gift. Remember You need to get “heard” above everyone else trying to sell something.
2) Record a Holiday song- Songs with a “Thanks” theme? Create one for a special “sale” fan download. Here is a fun example
3) Video your holiday song- How do you catch some of the shoppers searching on line? Create a shopping wave!
Drive traffic to your website with your new holiday single, create a YouTube video of your holiday song, have fun with it… include a link to where your fan’s can “buy” this exclusive MP3 of your holiday song.
4) Partner with a local business- We all want to help the local small business owners during the holidays! *the 1% big corporations seem to be doing fine without any additional funding. Do you own a retail space? Suggest a special “holiday show” Invite a musical artist to perform a simple acoustic holiday sing along, or host a fun "fashion" show to sell products you sell in your retail space! Heat up some cider and you have a super fun “shopping “ event, it doesn't have to be fancy to be fun for your customers!
This is a wonderful opportunity to create cross- cultural events, sharing traditions, the different ways we each celebrate the fall solstice all around the world. Are you a local business owner or artists interested in connecting? Let me know (add email link).
5) Local Children’s Hospitals or Sr. Centers- Think about those less fortunate. Call your local children’s hospital,place of worship, or Sr. Center ask if you can come sing holiday music to the guests there.
You don’t play a instrument ? You can offer to read books, share photo presentations, or host a free activity or workshop!
Share pictures of the outing on your social media or next newsletter, the smiles in the pictures will inspire, and remind others how easy it is to help another who is unable to get around during this special time of year.
Now, that you have completed your 5 tips you can relax:
Set a extra plate at your table for Thanksgiving- There IS someone in your immediate circle who has no one to share the holiday with. Invite them to share a meal with you, it's one of the bests "gifts" you can give to a friend!
I invite you to share the link to your Holiday song and video in the comment section below!