Author: Cassie Scott
“It’s the most wonderful time of the year!” That is – if your holiday sales are on the rise, but what if they’re not? Try these seven tips to maximize holiday business and get into the Christmas spirit.
1. Host a Holiday Event
Encourage your customers to shoot some bull’s eyes, and enjoy snacks, drinks and good company on the house. Photo Credit: Trackers Earth
Archery-themed Christmas party, anyone? According to Entrepreneur, a holiday event gives your business an opportunity to build relationships with your customers and helps your business end the year on a high note. Encourage your customers to shoot some bull’s eyes, and enjoy snacks, drinks and good company on the house. If you can’t swing a free event, charge a small entry fee and waive it for customers who make a purchase. “Hosting an event is a great marketing strategy that generates new business opportunities,” said Jenny Stilwell, author of “Top 7 Marketing Reasons to Host an Event.”
Events encourage attendees to have fun while completing their holiday shopping list. Incorporate our tips below, such as No. 2 and 3, to further promote sales to guests. Get tips to throw a money-making archery event here. Don’t forget to promote your event! See No. 7 for more details.
2. Bundle Archery Products to Sell More
“Business owners need to remove barriers for their customers,” said Teresa Johnson, ATA’s senior director of communication and administration. “Many parents or grandparents might want to give the gift of archery, but don’t know where to start. You want to help the less archery-savvy consumer spend their money as easily and as pain-free as possible.”
Sales expert Karen Andrews said, “Providing a bundled solution increases the perceived value of your offer and creates customer loyalty because the need to go elsewhere for other products is reduced.”
Bundles also make purchasing easy. Create kits for people of all ages and skills at different price points. Assemble kits with bows, arrows, releases and quivers. Add extra items based on the type of bundle you’re creating. For example, recurve archers will benefit from an arm guard and finger tab in their bundle, while aspiring compound shooters will appreciate a release aid. Johnson recommends retailers pair each kit with a flyer explaining what comes in the package and why. This outline also helps staff sell products confidently when working with customers.
3. Create Attention-Grabbing Merchandising Displays
Create well-lit displays that tell a story, especially near the checkout counter because 27 percent of customers make an impulse purchase at the register, according to Snap Retail. Photo Credit: Andreeva Archery Range via Facebook.
Visual displays are important. The Zen Merchandiser found 92 percent of people put the most importance on visual factors when purchasing products. Use a clever, holiday-themed window display to draw people into your store. Then, create in-store displays to highlight products and encourage impulse sales. Create well-lit displays that tell a story, especially near the checkout counter because 27 percent of customers make an impulse purchase at the register, according to Snap Retail. Include signage and display products so they’re visually appealing from all angles. Find more merchandising tips here.
4. Sell the Heck Out of Gift Cards
Remember what Johnson said about removing barriers for your customers? Gift cards and certificates are simple and convenient, and they help boost sales. Gift Card Granny reported 65 percent of gift card holders spend an extra 38 percent beyond the value of the card. Present electronic gift cards on your website, and professional plastic cards on your countertop to entice buyers and make easy money.
5. Run a Holiday-Focused Email Campaign
Create a spin-off email campaign and educate your customers about the “12 Deals of Christmas.” Pick 12 products and highlight one item each day for 12 days to your subscribers. Photo Credit: Hazedigits.com.
Email marketing is targeted, measurable, easily shared and cost-effective. It also drives sales and delivers a killer return on investment. Consider this: for every $1 spent, email marketing generates $38 in ROI, according to Campaign Monitor.
You’ve heard about the “12 Days of Christmas,” so, create a spin-off email campaign and educate your customers about the “12 Deals of Christmas.” Pick 12 products and highlight one item each day for 12 days to your subscribers. You can offer sales on these products if your bottom line allows it, otherwise, you could gift something to the first five people who purchase your product that day. Read the next tip to understand why giveaways pay dividends to your business.
6. Increase Sales with Giveaways
Christmas is the season of giving. If your customers gift archery equipment and goodies, why can’t you? Give a gift and increase your sales in return. “If they [customers] enjoy or benefit from the experience of your giveaway, they’ll be back for more,” said small-business adviser, Marla Tabaka. If you don’t have extra money for tangible gifts, hand out certificates for a free lesson or service. This gives your customer an opportunity to return to your shop to shoot, see more archery products and equipment, and buy something while they’re there. In exchange for your generosity, ask for their contact information for your mailing list. Send them information about sales and events happening at your store, or available products and services to encourage them to keep coming back.
7. Market with Social Media
Cross-promote campaigns on social media and through email to showcase your holiday goods across platforms. This strategy offers customers a way to connect with your brand across multiple touchpoints. Photo Credit: VerticalResponse.com
Advertise your deals, events and bundles on your social media platforms. Ask your followers to subscribe to your email list to take advantage of even more deals – like the “12 Deals of Christmas.” See how it’s all connected? “[Retailers should] integrate all branches of their marketing together to create a memorable customer experience,” said campaign expert, Ed McGowan. Cross-promote campaigns on social media and through email to showcase your holiday goods across platforms. This strategy offers customers a way to connect with your brand across multiple touchpoints.
If executed properly, these tips can help you increase your business and maximize your sales this holiday season. Need more ideas? Check out “33 Creative Ideas for Small Business Holiday Marketing” from the Small Business Administration.