The end of the year is a key moment for many businesses, with some generating a significant portion of their turnover during this festive period.
To avoid missing out on this opportunity, marketing strategies must be adapted to best meet customer expectations.
One of the keys to success lies in the ability to understand needs and changes. More than ever for the festive season, it is essential for businesses to adopt a data-driven strategy, but not only that...
We are providing you with some tips to make your end-of-year celebrations a marketing and commercial success.
Understanding your market:
The first step towards a successful holiday strategy is to analyse the available data to first understand, at a macro level, the major market trends from past years:
- What were the peak audience and conversion rates?
- What were the most effective levers or campaigns?
- What was the share of new customers
- Has the average basket value increased?
- ….
Next, an in-depth analysis of the customer base must be carried out to establish groups of customers, also known as «clusters,» with similar behaviours.
Campaign Personalisation:
The implementation of this «clustering» strategy allows for the deployment of more relevant and effective campaigns for each customer group.
Even though one-to-one customisation remains the holy grail for any marketer, a first approach based on relevant segmentation can boost campaign performance and conversions.
Indeed, it is the entire communication strategy that can be adapted to be personalised.
- Which channel is the most effective
- When should campaigns be sent
- What content or offer should be highlighted?
These elements allow for more engaging campaigns for each target audience, ultimately leading to conversion rates that can soar by 20%
Staying innovative:
To remain impactful and make a difference in the flow of communications received by customers, advertisers must remain innovative in both the content or mechanisms offered and in the way they communicate.
Mixing channels by implementing an automated sequence can pay off by using SMS, notifications, social media posts, or even pop-ups on your website in addition to email.
And why not try a dose of influencer marketing to complement the existing measures?
To propose truly special offers
The festive season is increasingly being swallowed up by November sales and all the Black Friday promotions. It is therefore necessary to redouble your efforts to implement tailor-made offers that will be attractive to each of your targets, but also suited to this end-of-year period.
Exclusive offers are a good way to recreate the desire to consume with products or services that customers can only find at Christmas time.
Real-Time Analysis and Optimisation
To cope with increasingly demanding consumers and ever fiercer competition, marketing actions can no longer be analysed after the event.
It is necessary to be agile and rethink all or part of a system if the data reported is not as expected.
For this, it is necessary beforehand to determine: the objectives targeted and how to quantify them. A list of at least 5 KPIs to monitor must be identified before the campaigns are launched.
To not miss out on the end-of-year festivities, the proper use of data is essential both upstream during preparation and planning, and throughout the deployment of initiatives to analyse and adapt the content and offers deployed.
And for this, it's better not to count on Santa Claus but on a Data-Driven Marketing solution and a team to support you!
