|
"Christmas in July" may be a concept as common as finding discarded pennies on the ground, but the idea is often ignored just as quickly by companies who aren’t in consumer retail.
I’m not suggesting that you dust off your holiday trimmings six months early, but I am suggesting that you stop and consider Christmas in July from a different perspective.
The fall and holiday seasons are prime time for retailers, nonprofits, you name it. But if you focus the majority of your marketing at that same time, you run the risk of disappearing into the crowd of other mail and messages that are barraging your customer.
Am I implying that you need to add additional mailings to your year? Possibly, but not necessarily. You may only need to assess your timing, not your number of communications.
How do you evaluate your timing without just taking a shot in the dark? One way is through analyzing your customer database. DIRECT magazine highlighted the success chocolatier Harbor Sweets found when it used analytics to discover which of its customers were likely to fall away during the year.
Sometimes it’s just all about timing. And I, for one, like having a little extra intelligence on my side.
Have questions about how you might be able to celebrate the holiday season year-round? Call us.
|
