In the run up the festive period, we have put together a series of simple Christmas marketing ideas to help service-based business capitalise get ready for a busy season.

1. Don’t always sell – offer value

Christmas is a time of giving. Can you offer free advice or guidance to potential customers? Does your business offer anything that customers will value? For example – a hospitality company could give away cooking hints & tips and a beauty business could pen a blog about complimentary industries – such as a fashion blog. This approach is really focused on brand-building. If you can educate your customer and offer value at a time they really need it, this bodes well for future loyalty and allows customers to build trust in your offering.

2. Collaborate with other local business

Collaboration is a big part of Striver’s offering. Join up with other businesses in your area to capitalise on each other’s audiences. Use each other to amplify messages and ensure you recommend each other. A sense of community spirit is so important at Christmas so help spread the joy of togetherness and civility by partnering with fellow business in your area. Advertise each other and even package a ‘bundle offering’ that includes an offer from each of your local partners.

3. Reward those that engage with you

Consider ways in which you can reward subscribers, existing customers or social media fans. Provide them something extra that other customers can’t get. Don’t always discount as this can undervalue your services. Consider offering added value or ‘bundles’ to those who engage with you regularly. These people will often become your advocates – make sure they are treated well. Why not send a Christmas card to your most loyal customers?

4. Launch a festive email campaign

At this time of year buyers are in the market for gifts and, with many buyers spending more time at home, now is the perfect time to grab their attention with an attractive email campaign. Do you offer anything specific that can’t always be found on the traditional high street or out of town retail park? Lead with this.

Push a message that differentiates yourself from your competition. Consumers expect festive-led campaigns – so consider a ‘12 Days of Christmas’ campaign which promotes something different every day. Not only does this allow you to mix-up your messages, but it creates a sense of urgency with consumers.

5. Consider a Direct Mail campaign

People are keen to support their local businesses during this unprecedented period – so capitalise on this. You don’t have to put all your marketing effort online – a direct mail campaign or flyer drop can certainly reap rewards. Recent research from Royal Mail’s MarketReach has shown that during the pandemic (with people working from home) physical mail has engaged customers more strongly than ever (96% of all mail was engaged with*). *JICMAIL Q2 2018 – Q2 2020 **Royal Mail MarketReach, Trinity McQueen, Coronavirus, 2020

6. Match your service with something more traditional….

Have a think about how you can pair other Christmas traditions with what you are selling. If you’re running a cleaning business play on the fact that you can get the place clean to avoid cheeky remarks from the in-laws. If you’re a driving instructor, tell parents that kids can become the taxi service for a change. Hairdressers….tell customers it’s important they look good for this year’s Christmas party via Zoom!

7. Be digitally ready

Ensure a cohesive online experience for your customers. If you’re using Google AdWords or social media advertising, maximise the chances of users converting by making your advert or land page engaging. If someone if going to part with their details (email or phone number) then there must be value in that exchange, Be clear about your message and what you are asking customers to do – and make it clear what they will get. Consider driving traffic to your website so you can retarget those customers – and where possible collect data (e.g. email address). If your website isn’t overly technical, you could focus on inbound leads via phone.

Facebook advertising can be very cost effective – and the Smart version of Google AdWords is easy to pick up – both allow you target certain locations very easily.

8. It’s not all about Christmas – think about next year

2020 has been a really difficult year for many. So, think about next year! What are you planning to do as business? Are you launching any new services? If so, tell your customers now. Get their feedback and ask for their opinion. Consumers love to be asked for their input in developing a service that they will use. Reward them for their loyalty this year – give them something they can redeem in 2021.

9. Be conscious of the timeline

Now is the time to drive e-commerce campaigns and voucher sales….but as we get closer to the big day consider other messages. Help people prepare for the day itself….forget the serious business messages and help with wrapping tips, food choices and remind them you are there for any last minute Christmas gifts. It is easy for someone to visit a local business than deal with the crowds elsewhere.

10. Remember – have fun!

There are no hard and fast rules. Christmas is a fun time – be bright and humorous or go with something more traditional. Be authentic and get across the personality of your business.