Advertising During the Holiday Season
The holidays are quickly approaching and, as a retail garden center, you are either planning or have plans in place to create your holiday wonderland! Your trees will be well-decorated, your ornament displays will be grand, outdoor décor will be plentiful, and the scents of the season will overpower your senses. Now what?
As a retailer, marketing and advertising your store and all it has to offer are the most important elements to success, especially for the holidays. Standing out to customers can be a challenge since there is so much competition in the market place for holiday gift and décor. Creating a great atmosphere is one thing, but communicating it to customers is another.
Ways you can stand out this holiday season:
• Holiday Decorating Classes. Have a launch party and offer classes such as: wreath decorating, bow making, decorative wrapping, tree decorating, gift basket creation, floral arrangements, or creating decorative holiday centerpiece arrangements. These activities bring in new customers and make your store more than just a place to shop. Now you can be a place to learn and have fun.
• Open House, Ladies Night, or Friends and Family Night. Offer a percentage or dollar-off shopping pass for that evening only. Stay open later to appeal to people who work during the week. Serve local favorites, such as baked goods, cheeses, meats, coffee, or wine.
• Fun for the kids. Pictures with Santa. Story time with Santa or Mrs. Claus. Elves pajama party. Face painting. Workshops for kids such as: create your own ornaments, porch tree decorating, or create your own holiday card.
Standing out is one thing, promoting how you stand out is another. Once your holiday events are in place, it is now time to let everyone know about the wonderful things that are happening at your store.
Here are a few ways let customers know why they should come to your store:
• Email campaign. An email campaign can be cost-effective in reaching those loyal customers who you already contact on a regular basis. Be sure to show photos or a short video of the Christmas Wonderland you have created. Include a special offer or giveaway. You want to tell the story of what you have available for them to buy.
• Direct Mail. Email is an effective way to contact the customers you already know, however, direct mail can target those customers who you DON’T know and DON’T know about you. If you have a mailing list already, it can be merged with an up-to-date, targeted list to attract those customers that will flock to your store and buy. Remember to create a piece that tells YOUR story. It can be a postcard or single sheet.
• Social Media Campaign. Social media management tools, such as Hootsuite, make social media easy to use to get your message out. Hootsuite helps you control all your social media platforms in one, free, easy-to-use tool. Whether it’s straight through Facebook, Twitter, or using Hootsuite, create dynamic posts to engage the customer. Use photographs or video of your store, being sure to emphasize the merriment and wonderment you have created. Talk about your events and post offers for a limited time.
• Website. Be sure to update your website with the look and feel of your store. Pay close attention to the unique flare and events you have going on. Be sure to update the content weekly, if possible. Drive customers to your website with social media or any other avenues you choose. Be sure to keep them informed and allow the customers to easily see where you are, when you open and close, and what you have to offer.
Creating the greatest holiday wonderland is not the final touch! Be sure to make sure your customers know what’s going on… don’t keep them guessing, keep them coming back for more.
Greensmith Graphics specializes in promoting lawn and garden retailer and holiday shops. Greensmith Graphics has been assisting retailers like you for over 35 years. We can assist you with all your holiday advertising and marketing needs. Call us today to see how – 
800-395-6009 FREE!