The end of the year is a challenging time for many businesses that are trying to hit aggressive Q4 sales targets despite holiday vacations and distractions. But the holiday season doesn’t have to be a hindrance — in fact, an effective holiday gifting campaign can be an amazing marketing opportunity to help you achieve those sales goals, as well as generate loyalty and start to build your pipeline for next year.
The first step to building your holiday gifting campaign is to determine which audiences you want to target to help you reach your goals. Here are five groups that should be on your holiday gift list.
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When it comes to closing deals, holiday gifting can help you reach the low-hanging fruit. Prospects at the bottom of the sales funnel — who have already short-listed or selected your product or service — are the most likely to buy from you before the end of the year. A nice holiday reward could help move it along, plus it will lay the groundwork for a strong customer relationship.
Don’t ignore prospects who are already actively evaluating your product, even if they’re unlikely to sign on the dotted line by Dec. 31. Instead, think about getting a headstart on Q1 and use the holidays to show off the amazing customer service they will receive if they become clients. Skip the sales pitch this time and offer a small reward to let them see how well you treat your customers.
When it comes to a holiday gifting campaign, your current customers are an obvious place to start. Thanking your customers with a holiday gift shows them that you appreciate their business and, in the process, generates more loyalty to your brand. It may also open the door for future upsell and cross-sell. If you have a large customer base (or a tight budget) and need to narrow down the recipient list, focus on new customers who joined in the past year.
You likely have a list of engaged customers who have gone above and beyond to support you and your brand, whether it’s by participating in case studies, submitting high-value referrals, or giving feedback on new features or products. Nurturing these relationships is important so you can continue to count on them to spread the good word about your company. Depending on their contributions, you may decide that a larger reward value is in order.
Any partner companies that you work with closely deserve a thank-you for all they do for you and your customers. A holiday gift can help you recognize and grow those partnerships, which can help you expand your reach and your offerings — and that has long-term benefits for everyone.
Determining the recipient list is just the first step in making sure your holiday rewards help boost your relationships and your bottom line. Want to know what’s next?
Download our e-book on 5 Steps to a Successful Holiday Gifting Campaign!
Hannah is a reformed journalist who has more than 15 years of experience and now focuses on content marketing for innovative tech companies.
Hannah is a reformed journalist who has more than 15 years of experience and now focuses on content marketing for innovative tech companies.
