subject: A Year's Worth of Holiday Promotions for Your Business [print this page] A Year's Worth of Holiday Promotions for Your Business
It's November and most small business owners are just beginning to think about their Christmas or year end promotions. Some might be ahead of the game and are actually developing their 2011 plan in conjunction with an annual business plan. But most, because of the demands of running a small business, do their marketing from month to month.
I remember being a consultant in the car industry and calling on dealerships who would tell the newspaper to run the same ad each week while the manager just changed the price points and replaced the vehicles. Other dealerships would plan a special event promotion several months out. Included in this would be ordering a number of special vehicles to feature in ads, some with extra, discounted equipment or special paint schemes. They would plan their advertising brand campaign, media frequency, salesperson incentives, special events at the dealership, and a prospect solicitation campaign well in advance of the vehicles being shipped. The latter dealerships would create excitement for both the staff and the customers. In most cases the dealership would have a substantial sales increase; while the other dealership that just changed the weekly ad would do business as usual.
Today marketing has changed with social media, websites, email blasts, etc. But the marketing principle is still the same in small business. Taking the time to plan a special eventin advance can help boost business, employee excitement, and take the worry out of many last minute details.
Since we are entering the holiday season, think about all the holidays in 2011 and time your promotions around these days.
Here are monthly examples of holidays and this link will help you with some out of the box holidays. In fact, there is a holiday for everyday.
January:This is National Blood Donor Month. Why not have a bloodmobile come to your business and offer discounts to anyone who donates?
February: Valentine's Day, Groundhog Day, and President's Day. Maybe an A/C-Heating company could offer a discounted heating check up to get people through 6 more weeks of winter.
March: Mardi Gras is March 8 in 2011, St. Patrick's Day, and March 21 which is the first day of Spring.
April: April Fools Day, Easter is April 24, Earth Day, and Administrative Professionals' Day (formerly Secretaries' Day). Small businesses can stimulate ideas for executives, for instance a spa can offer a gift package forAdministrative Assistants.
May: Mother's Day is May 8, Memorial Day, National Teachers Day, Cinquo de Mayo, Armed Forces Day, and Nurses Day.
June: Father's Day is June 19, summer officially begins June 21.
July: July is national Ice Cream Month, July 4 is Independence Day, and here's a unique one, July 31 is Mutt's Day. How about a tie in with an animal shelter?
August: Not much happening here but don't forget your back-to-school push. Here are a couple of promotion days: August 21, National Senior Citizens Day and August 26 is National Dog Day.
September: Labor Day is September 5; the first day of fall is September 21
October: Halloween, Breast Cancer Awareness Month, National Diabetes Month, World Teacher's Day October 5, Bosses Day October 16.
December: Christmas, Kwanzaa, Hanukkah, First Day of Winter, New Year's Eve
So if you think the holiday season for small business starts at Halloween and ends on New Year's Day, think again. There are many holidays andwhole months that provide special hooks for a small business to hang a promotion around. The trick is to plan everything: budgets, media, creative theme, timing, target market, and most important the special prices or services to be offered. Have fun and sell, sell, sell!
