As the big C day draws ever closer, I’ve noticed a fair few blog posts and articles that offer B2C advice (retail, in particular) on how to maximise profits during the festive period. But what about us B2B marketers? Is it wise to close at all? And how do we keep prospects warm while we’re closed for business?
Do they know it’s Christmas time at all?
Firstly, I think it’s important for most businesses of various shapes and sizes to shut up shop and let staff know it’s time to put their feet up. A Christmas closedown will give employees a morale boost and some time to recharge the batteries ready for fresh challenges they’ll be faced with in the New Year. Obviously, a lot of it depends on the market you operate in; for B2Bs, everyone we sell to is also on a Christmas shutdown, so being open would surely be a waste of time!
‘Tis the season to be reminding
Next, how do we keep at the forefront of our clients’ minds? You could schedule some gentle reminder emails and social media posts for over the Christmas period, but is anyone really going to read/pay attention to them? Instead, consider dedicating a certain amount of time on your first day back in January to ensuring you’re fresh in your clients’ minds; this way they’ll turn to you when returning to work, as opposed to your competitors.
Driving (leads) home for Christmas
Get sales lined up for the New Year by making offers and discounts your prospects can’t refuse. A good tip is to impose a looming deadline – for example, ‘book now for a 10% discount in January’. And don’t forget to wish potential and existing clients a Merry Christmas.
It’s beginning to look a lot like… a fresh start
One advantage we have over B2C businesses is that we are given a little bit of quiet time to reflect on 2014. Have a declutter and then get down to business. What can we learn from last year? What worked and what didn’t? Plan ahead for topical campaigns and look forward to the fresh start.
Finally, I will practise what I preach, and wish you a very Merry Christmas from all of us at Proctor + Stevenson! In fact, we’ve gone that extra mile and decided to create our very own Christmas card … click here to see it!