Posted by Tara Swiger ? Tuesday, November 6, 2012 ? Leave a Comment?
Image by?alsis35
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For the creative business owner, the holidays can represent a marketing conundrum:
How do you take advantage of the busiest shopping time of the year and stand out from the barrage of marketing messages? The issue is compounded by the fact that most of us run and believe in small, sustainable business because we don?t want to take part of the commercialization of our culture.
During the next two months I?ll be writing about how the conscientious makers ?can connect with holiday shoppers while staying true to your non-icky marketing plan. Today we?ll start with the perennial issue:
How can your tiny company stand out from the noise of holiday marketing?
The first step is to stop trying to compete.
Your small business serves your specific Right People in a way the big businesses never can.?You stand out because you?re different; because you know what your customer feels, and what she needs. Instead of going big and loud and cheap, you can get their attention through compassion, empathy, and providing the solution.
Find their problems that are specific to season by looking at your own life and your plans for the holiday. Where is the stress? Where is the fun? And how does your product fit into that? Does it relieve stress? Add joy?
Get explicit about these benefits in your product descriptions, sales page and marketing messages. Tell the story of how it improved someone?s season or paint the picture of the moment it creates.
And now look at the experience of shopping. What makes it difficult and stressful? What makes it easy?
What does your website or retail shop do to make the process simpler? Everything from accepting Paypal, to providing gift wrapping, to offering wishlist is a benefit to the buyer. Explain these benefits with a blog post or email that demonstrates that you understand, and you?ve made it easier.
By showing your customer that you sympathize, understand and have the solution, you can cut through the holiday noise without even trying to compete with the louder, more obvious messages.
What do you do to stand out during the holidays?
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-Tara
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