Carolyn A. Schultz,
President & Founder,
Carolyn A. Schultz
Marketing & Communications
- Member, SMPS-NY Professional Development Committee
- Connect on LinkedIn
‘Tis one of the 4 seasons for marketing fun & success!
I’ve always compared holiday season marketing to final exams at the end of a semester – so for November’s Marketers’ Toolbox Blog, I decided to share some tips that I’ve learned over the years, as a form of “study group.”
Just like holiday shopping and gift-giving, marketing during the holidays can (and should!) be a solid combination of strategy plus fun. Before, during, and after, there are significant steps that can be taken to maximize marketing for both your firm and yourself during this especially social and busy time of year.
Here are a few key guidelines that I recommend, as a summary that will fit into my blog post space:
Balance: Plan a healthy balance between in-person vs. online, and individual communications vs. mass communications.
Get a list, and check it twice (or more): During the year, focus on depth, breadth and details by building up your list of contacts, and get to know the people behind the names. Find ways to connect during the year, and then re-connect during the holidays.
Learning, sharing and caring, and then following up: Learn as much as you can about your firm’s Client Relationship Management (CRM) system, and how you can most efficiently use it to send holiday cards to large groups, and individually keep track of each unique person you meet at events. Schedule time to follow up with people during the holidays, but also after when they’ll likely have more time to catch up in January and beyond.
Events, panels and parties, and then rinse and repeat: During the year, learn about the various organizations that might host holiday parties and year-end recap panels. If there’s one you want to check out, the holiday season is the perfect time to get a flavor for a group by experiencing one of its top events, and getting to know its members.
Overall, remember that holiday season can be “the most wonderful time of the year” for marketers – and can go very smoothly and successfully with the right amount of planning and spontaneity before, during and after November and December!
Happy holidays to all, and feel free to contact me if you’d like to discuss any of these tips, or attend a holiday party with me: firstname.lastname@example.org