With the festive season fast approaching, now is the perfect time to think about how you want to try and attract a little extra business at this special time of the year. With businesses trying all sorts of promotions in recent years, it can be hard to know what to do.
To give you the spark of inspiration you’ve been looking for, let’s take a look at why you would want to do any seasonal promotion in the first place. Then we’ll take a look at what to do, and how best to do it.
Show Your Customers Your Human Side
Every business is nothing more than a group of people who’ve come together to solve a problem for other people. Plenty of books and articles will over-complicate this simple definition, but that’s really all there is to it.
If you remember this motto, it will be obvious that you should show your customers your human side when the festive period rolls around. By showing them that you’re as excited about it as they are, you’ll be able to connect in a different way than at any other time of the year. It will also have the added benefit of boosting morale amongst your hardworking staff. Getting into the festive spirit is something that’s sure to lift everyone’s mood, so why not get the whole team involved and see their productivity skyrocket!
Catch the Eye with Something Different
The next thing you need to do is figure out how you’re going to stand out from the rest of the festive offering that will be found out there. What you can and can’t do will be somewhat restricted by the style of your brand. If you’re a serious luxury brand, you may want to go for a classic Christmas scene on your banner. But if you run a children’s brand, you could go for a cute festive mascot. The specifics are really up to you, as no one will know your business and your audience better; but there are 3 tried and tested avenues to consider.
Firstly you have the classic Christmas scene. Make it artistic and highly detailed so that it will make people feel warm and cosy inside when they look at it. Secondly, there is the cute and cuddly style of imagery that is great if you want to make people smile. And lastly, you have perhaps the most difficult one to get right — festive humour. A clever pun or a play on words is a great way to catch the eye by offering people something a little unexpected. Take the time to find the right balance for your audience and you’ll be sure to notice the difference in your festive trade.
Get the Balance Right
No business should end up looking like a grotto throughout all of December and early January. A couple of large banners should be more than sufficient, and if you want them to be seen at night, then a simple set of warm white fairy lights will suffice.
The important thing to remember is that you’re not decorating your home — you’re adding a little festive cheer to your place of business. It is still a working environment, so as much as you want to, try and avoid overdoing things with inflatable snowmen and miles of flashing lights. A couple of well-positioned banners is all you really need to catch the eye of passersby. If in doubt, focus on quality not quantity when it comes to making things nice and festive.
Deploy Your Banners at the Right Time: Not Too Early, Not Too Late
The final thing to remember is that you don’t want to be the team that really goes over the top in terms of how long your seasonal signage is on display. You also don’t want to put it up on Christmas Eve because you’re strictly adhering to the traditional 12 days of Christmas. This is because hardly anyone will see it and you won’t see any benefit in terms of increased sales as a result of your new signage.
Putting your banners up in the first week of December is a safe choice because it’s neither too early nor too late. Take them down in your first full day back at work after New Year’s Day. This will ensure that you’re not displaying Christmas signage that people see on their way to work when they are experiencing the post-Christmas blues.
Christmas is a special time of year, and it really does pay to get involved with it as a business. Spread a little cheer but don’t go over the top. Focus on quality rather than quantity and you’ll be able to see a clear return on your investment when you count your earning in the new year.