The scariest thing about Halloween is that it makes us realize how little time we have left in this year. Which means that if you haven’t already rolled out your holiday selling plans, now is the time. For those who are not yet thinking about the holidays, here are a few tips.
While the main focus is on December don’t forget that Thanksgiving is coming up first. Information on which of your wines pair well with traditional or untraditional Thanksgiving feasts should already be on your website, in your emails and in your hospitality center.
On to December. A significant percentage of shoppers have already started their holiday shopping by the end of October and the majority will have started shopping before the end of November. The good news is that the different articles I have been reading about who starts their holiday shopping, when all say that many people start early, they do not say that they all finish early.
As wine is the perfect gift for almost any occasion, the sooner you let them know that you can take care of most of the holiday needs, the better. Many of your customers are already thinking about holiday gifts, holiday parties and what they will need.
Send an email now to your customers reminding them of what you can do for them to make buying for the upcoming holidays easier. Include some tips on holiday dinners or other get-togethers (there are lots of sites on the Internet that offer holiday planning ideas). At the same time, let them know that you can solve their gift giving and holiday planning dilemmas by telling them what you have to offer.
- Add a page to your website that features different options for gifts, complete with gift boxes, etc.
- Remind them of the timeline for shipping to get their gifts to their destinations on time.
- Schedule a one day event on a weekend in mid-November for gift shopping, with a holiday theme. While Black Friday and the rest of the Thanksgiving weekend are big draws, there are also many shoppers who prefer not to fight the crowds.
- Offer a special holiday shopping day for wine club members.
- Offer holiday gifts for businesses to give to clients
- As the holidays approach shoot out short weekly emails with tips on fun and festive entertaining.
- Have information in your hospitality center about your holiday offerings for guests to take with them.
There are many people who are don’t like to shop or don’t know what to buy for others. Make it simple for them to get most of their holiday shopping done in one place and…make that one place your place.
A tip of the glass from me to you.
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
