Marketers always could smell the different of holiday season than everyone else.
As the most important and representative holiday season of western countries, Christmas represents love, peace, generosity and selfless sharing and generates huge business opportunities for lots of industries. At this time of the year, consumers are excited and in buying mood, which is an extreme lucrative season for the B2C business and particularly in the retail sector.
There are multiple marketing strategies for B2C Christmas marketing, offering best deals, launching discount campaigns… Statistics shows that the planned average spending per shopper of UK during the holiday season of the year 2016 increased to 748 British pounds compared to 732 British pounds in 2015. When it goes to B2B, things come different. Generally, holiday season is not the main battleground of B2B brands marketing activities, simply because they’re not too sure what to do and whether it is really worth it. Here, we provide some tricks for B2B marketers that translate festival feelings to consumer buying decisions, and how to stimulate consumers’ consumption enthusiasm.
1.Offer Some Free Trial for Your Clients
It’s one of the most prevalent and traditional ways to attract clients both for B2C and B2B brands. Just like offer a makeup bag as a free gift after one client spend $500 on purchasing a set of MAC cosmetics, free gift that client receive is always something they otherwise wouldn’t have bought, thus, the consumer may not be benefiting at all. However, it seems hard to please client with a cheap and normal makeup bag but they will be super happy if they can get a period of free use of your exclusive and expensive service, product or software. When B2C marketers are focusing on proving novel and unpractical goods, B2B marketers would win lots of holiday profits via giving useful, meaningful gifts, which will be continuously useful after Christmas.
2.A Series of Christmas Content Marketing
The keywords here are” a series of” since the atmosphere and excitement of Christmas doesn’t start on Christmas eve but in the early December or even November, commonly 1st of December or “Advent” as what people call. When the Christmas becomes increasingly commercial in recent years, smart marketers are the early birds to start their marketing long before the Christmas day. Therefore, it’s a clever strategy that launch a series of Christmas content on daily or weekly basis to reinforce the brand image to your potential clients. However, different from the professional, specialized but boring content you made before, this series of Christmas content should be fun, relax and avoid time consuming articles.
3.Do Not Forget New Year Deals
The approaching of Christmas means we are getting rather close. Wise B2B marketers would never lose sight of potential opportunities of the New Year. For clients still have shopping budget after Christmas, offer them an exclusive ‘sign up now’ offer would still be effective. Equally, if they do not have any budget left over, make incentive for them to get the conversations started again in the New Year.
4.Share Valuable Resources with Your Client
After gaining the profit from your client for nearly a whole year, it’s time to do something useful as a brand to your god. For B2B marketers, one way is to provide market data, industry report or statistics of certain area to help B2B client understand the role they played in the past years; another way is to make a discounted or free report on their 2018 activities in a particular area, or helping them to make proposals for the coming year.
During Christmas season, most work email inboxes may hardly be checked or inundated with useless spam emails, so perhaps a Christmas marketing campaign isn’t favorable to everyone. However, as we get close to mid-term of December, you may find potential clients are hiding behind the screen because of work load, are in a better festive mood and therefore more partial to a dose of red and green in their inbox. So it’s time to get your brand’s name stick on their mind. This is also a great chance to promote your new series of products, or offers for the new year.
6.Start Social Media advertising Early
Most B2B enterprise are generous in listing advertising on SNS like Facebook and Twitter. Social media has become a popular means for families to keep in touch – particularly at Christmas time. Therefore, advertising on the likes of Twitter and Facebook is far more expensive around this time of year. So, if you’re going to spend more on social media adverts, now is the time to do it!
Hope the 6 tips above could benefit your B2B holiday marketing. More marketing essentials can be found at JumoreGlobal Insights.