Most stores start their Christmas marketing somewhere just after Michaelmas Day (WAYYYYY before it should be legal to do so), yet we seem to accept this as part and parcel of life. We get pulled into the hype and start buying boxes of chocolates and packets of fancy-schmancy biscuits well ahead of time knowing full well they will be eaten before we’ve even reached Halloween.
This is why I find it strange when I speak to businesses about booking for Christmas & New Year I hear them say: “There’s no point in advertising. Either people will be away or just interested in eating through the 10 boxes of Celebrations they bought.”
I agree that certain times of year generally see a slowdown in business. BUT (and it’s in capitals because it’s a BIG but) it’s also a period when people have longer holidays to spend with family, friends or maybe just chilling with the cat. AND (again in capitals because it’s a BIG and) having more time gives them chance to reach decisions about the bigger things in life.
Let me give you an example:
The law of averages means that at the same time Aunty Katy, who, after several Boxing Day Bacardi & Cokes, is looking for someone to do the cha-cha-cha with, there will be another member of the family cogitating about buying property, or changing their hairstyle, or investing in home improvements or learning a new language. They’ll be looking through the magazines, searching online (did you know Zoopla and Rightmove see mahoosive spikes in searches between Christmas and New Year?) and perhaps sounding out their plans with others.
And this is precisely why you need to be advertising.
Simply put:
If you’re not there when your prospects are thinking about making change, they’ll choose someone else.
If that doesn’t bear thinking about why not give yourself an early Christmas present and get your print marketing sorted, to run throughout the year. Investing in small, regular adverts will be far more effective in keeping you on the radar than taking the “okey-cokey-in-out-shake-it-all-about” approach.
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