With the holiday shopping season reaching a feverish pitch, consumer attention deficit will be at an all time high. Finishing up last minute shopping, checking their list twice and thrice more to make sure they didn’t forget anyone, and even traveling at this time of year can quickly result in feeling scattered and overwhelmed.
It doesn’t help that everywhere consumers look there will be an ad for a sale here, savings there, free shipping, buy-one-get-one, and so forth and so on. All these offers––which are intended to capture consumers’ attention and dollars––ironically become “noise” as the overloaded, multitasking brains of ad-inundated shoppers work on overdrive to shut out anything unnecessary or irrelevant.
Many businesses will attempt to solve the problem of getting lost in the noise, by getting even bigger ads, hiring bigger stars for their commercials and offering bigger savings; Bigger, louder, and everywhere!
The problem with this tactic is that the bigger and louder your holiday marketing tactics are, the higher the likelihood of your potential customers tuning you out is. And in a time of year where everyone is screaming for attention, you can believe that holiday shoppers are trying to block out everything that isn’t absolutely necessary.
So, how do you successfully cut through the advertising noise and emerge victorious in your potential customers’ hearts?
By engaging them emotionally.
And how do you do that?
By first understanding your prospective customers and their needs. And then by bringing them solutions to their needs. This is what consumer focused marketing is all about.
Consumer focused marketing tactics work by placing your customer in the centre:
The problem with having huge amounts of ads begging customers to buy from you is that your customers become overwhelmed, unclear of how to proceed, and as a result do nothing. However, by your business doing its homework and forming a consumer focused marketing strategy––one that focuses on addressing your customers’ interests and needs––your business can connect to shoppers on a subconscious, emotional level where buying decisions and brand preferences are actually made. The resulting impression you can make in the minds of your prospective customers will be much more meaningful to your long term marketing success than racing other advertisers to the bottom by simply relying on sales and little else.
Imagine this scenario:
The average holiday shopper strolls from store to store with vague ideas of what to get while being constantly bombarded by ads and sales staff that know nothing about them or their needs. Your business can be another ad or salesperson vying for each shopper’s exhausted attention, or you can do something different and utilize consumer focused marketing tactics such as:
- Simply sending your past customers (and anyone in your email database) an email with links to great gift ideas with relevancy based on the shopping they have already done, simplifying their holidays.
- Sharing clever or popular gift ideas and trends on your social media platforms and website with links to where each gift idea can be purchased.
- Offering simplified shipping and gift-wrapping services that make buying from you, whether in-store or online, a one-stop-solution.
- Offering up an in-store or online “wish list” feature that people can use to log the items they want from your store and share with friends and relatives who’ll be shopping for them (like a subtle gift-registry).
Where traditional marketing interacts with potential customers through flashy ads and sales offers, consumer focused marketing tactics instead have you building off of the relationships you’ve already started with customers, and appealing to them by being helpful, intuitive and accommodating; Qualities that your customers will certainly appreciate long after the holiday season is over.
Are you interested in learning more about how you can use consumer focused marketing tactics to maximize your holiday marketing ROI? Contact our experts at McAllister Marketing. We’d love to hear from you!