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A/W, 9—11 September 2018 | Olympia London

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Putting the sparkle into your festive campaign


Christmas Sparkle

The season for Christmas blockbuster ad campaigns is almost upon us. Independent retailers may lack the budgets of John Lewis and Sainsbury’s, but it doesn’t mean you can’t put a bit of sparkle into your festive campaign. Here are our top tips to prepare your very own campaign.

1. Be prepared

Christmas is the busiest period for any retailer, so when it the campaign actually hits the ground you won’t have much time to spend on planning and strategising. Make sure that you are putting your campaign plan to paper now. This should include offers, events as well as content.

Now is the time to create those Christmas themed profile pictures and other media assets. If you can’t afford to pay a designer, there are plenty of free or low-cost tools out there that can help you create your designs. The most popular is Canva, which also comes with plenty of templates for each platform to save you time.

2. Create time-sensitive vouchers

Voucher or voucher codes that are time-limited urge customers into action. There are plenty of key dates you can apply, such as Black Friday, Cyber Monday or Local Saturday. Part of your preparation should be to decide now what offers apply to what dates. If you ship, a key selling point will be free shipping or guaranteed delivery by Christmas. Make sure you build this into your campaign and create the relevant media assets (icons, photos, graphics) now.

3. Use hashtags

The festive season is full of hashtags from #xmashats to #Santa or #Xmas2017. Make good use of hashtags that are relevant to Christmas as well as the product you are promoting. And don’t be afraid to invent your own. Showing enthusiasm is part of the festive season. Your customers need to believe you are in the Christmas spirit, so there is no room for half-hearted campaigns.

4. Run a poll

Most of your customers feel passionate about Christmas – the ones that are spending plenty of money with you, anyway. Passionate people want to share their emotions and opinions, so this is a good time to run polls to get your customers involved in your campaign.

5. Join the spirit of giving

Christmas is the time of giving, so you need to show your customers that you have bought into the spirit. Think about little give-aways for customers from chocolate to little trinkets. Another way to join into the season of giving is to fundraise for charity. Think about a local charity that you feel passionate about or that is a good fit for your business and plan a fundraiser together.

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