83. Unwrapping Success: Your Holiday Marketing Campaign

Over the next week or two, you’re going to start to receive an influx of Holiday marketing campaigns (Black Friday specials, cyber monday and more.) These campaigns are strategically designed offers to increase revenue as well as to offer a new look and feel for marketing creativity.

On this episode of the High Performance Marketing podcast I’m going to help you design your holiday campaign by sharing 5 simple ways you can genuinely solve problems this holiday season, offer valuable solutions to your clients, while also helping you reach your annual sales goals this year.

Transcript

Welcome to The High Performance Marketing Podcast, a show focused on helping entrepreneurs and small business owners connect with their ideal customers using simple marketing and quality content. I'm your Marketing Guide, Ali Garbero.

Over the next week or two, you’re going to start to receive an influx of Black Friday and Cyber Monday emails. They’ll include loads of promotional sales and one-time annual offers. If you haven’t had time to think about your holiday marketing campaign, on today’s episode of the podcast I’m going to help you design your holiday campaign by sharing 5 simple ways you can genuinely solve problems this holiday season, offer valuable solutions to your clients, while also helping you reach your annual sales goals this year.

First, let’s get clear about what a marketing campaign is - just in case there’s anything fuzzy about it.

A marketing campaign is a strategic sequence of activities designed to help you promote (with the intention of course to sell) your services through social media, printed marketing, and email campaigns. Basically, it’s targeted communication and in this case I would add during a set period of time.

Your campaigns should be designed with a goal in mind. Campaign goals are usually things like increasing brand awareness, selling existing services, or even reducing the impact of negative news (in the example of a cybersecurity breach.) Like when my local Target got hacked. Companies that lose sales due to major negative press often use marketing campaigns to rehab their image.

Alright I’m going to break it all down into 5 steps.

The first is to pick a theme. In this case leverage a holiday theme.

I recommend that you find something catchy that aligns with your services. If you’re a real estate agent your holiday campaign theme might be something like “A new home from Santa.”

Google used their “Santa Tracker” campaign which in my opinion is adorable. Microsoft used: “Find your joy” and Hinge used “See what we’re thankful for.”

A holiday theme works well this time of year.

Once you’ve got a theme - you’ll want to create an offer.

Your offer is probably the most important of all five of the steps I’m sharing with you, because your campaign will serve as a north star. Examples of an offer are things like: when Digital Marketer offers me something like 90% off their certification packages. So you can choose to sell a discount, or maybe you want to sell a prize. One client I work with runs a Gingerbread house contest every year. They invite clients to make gingerbread houses and enter to win fun prizes. A real estate agent could choose to do a home decorating contest.

My holiday offer for example - which shameless plug is a free seat at the StoryBrand Livestream. The Livestream workshop normally costs about $1,000. I primarily use email and social media to promote the campaign. Of course I don’t just want to say “hey attend the Story Brand workshop.” Going with the holiday theme I decided on “Share your marketing message with joy.”

Third, once you’re clear about your offer, choose your campaign goals. I want to take a closer look at your goal because you need to determine what a successful campaign looks like.

As with all goals, your goals need to be clear about what you want to achieve. So let’s come back to the real estate example of the decorating your home contest. The goal here might