LOS ANGELES, CA, November 14, 2013 /24-7PressRelease/ -- "It's the most wonderful time of the year" sang Andy Williams. He was right - if you have a retail, travel, or entertainment related business, the holidays often provide the boost that puts your company in the black for the year. According to the National Retail Federation, for some retailers, holiday sales can account for 20-40 percent of total sales for the year.
What is Holiday Advertising? What makes it different?
At first blush, the only difference between a TV commercial running in the spring versus one designed to run in November is the little garland of holly and a merry holiday tune in the background. The real difference is the message. With Christmas and December gift-giving time approaching, a holiday ad offers two powerful incentives:
1.) MOTIVATION: The merchandise that wouldn't necessarily be on your radar suddenly makes a great gift.
2.) TIME LIMIT: The gift needs to be ready for giving before the big holiday arrives.
Suddenly, someone who hadn't thought about buying a given product simply must have it, and right now. While advertisers need to work a bit to generate this kind of enthusiasm the rest of the year (President's Day mattress sale, anyone?), it really works best during the Christmas holidays, when people are most open to the idea of shopping.
How can businesses take advantage of this? Be sure that you advertise products appropriate for giving, and advertise them as such. Start advertising early enough that your customer can get the item, wrap it, and send it to their loved one. Offer a competitive price - after all, customers have lots of options for shopping, so don't try to gouge.
What if your product is not a gift-appropriate item? Focus on "for me." After all the buying and giving, a shopper may wish to pamper him/herself, or get things that others may not realize they need. Another option is to advertise in January. Health products, diet products, gym memberships - these are wildly popular during the "New Year's Resolution" phase of the year.
What other products or services can be advertised during the holidays?
House cleaning and home improvement products and services are very popular, as people prepare their homes for guests.
Personal care items and services can help someone look their best when they visit friends and family they haven't seen since last season. Hair and nail salons, skin care, etc. can see a boost in holiday make-over business. Dentists can promote whitening and veneers.
Big ticket items like automobiles and major appliances can be big sellers during the holidays.
Therapists and counselors have vital roles to play during the holidays, too. Many people don't have the kind of emotional support they need to combat holiday loneliness and winter depression, and counseling can be valuable. Care must be taken to present these services in a sensitive light.
Churches and spiritual institutions can also offer a less commercialized view of the holidays, and encourage attendance during a time when many people become quite busy with social obligations.
When should holiday advertising start?
Businesses should get on the holiday advertising track in August or September. Planning is key. Be prepared with sufficient inventory, and a message that will resonate with shoppers. Be ready to get on the air right after Halloween. This may seem a bit early, but waiting to the last minute may cause you to miss out on early shoppers who haven't heard of your product yet when they head out on Black Friday (right after Thanksgiving) and Cyber Monday (the Monday after).
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