I’m increasingly hearing of businesses talking of a slump in online product sales and less engagement through social media over the past month. Please don’t let this demotivate you, your customers are still out there, they’re just saving for the holidays, on holiday or outside enjoying the sunshine! Remember that most product based businesses achieve 50% of their annual sales in the last 6 weeks of the year! Instead of letting the ‘Summer Slump’ slow you down, use some of that freed up time to get a head start on Christmas instead!
PR
National press have a lead time of 4-6 months, with publications such as holiday gift guides being compiled in July! This is your opportunity to pitch your products to Editors who will be looking for unique products.
- Do your research, think about the customer buying your product and look at previous publications to see where your product would fit in (e.g. there’s no point sending in a high-end, luxury product to a ‘Christmas on a budget guide’!).
- It can be tricky to find the contacts for press, but Google, LinkedIn and Social Media are a good place to start, once you know the publications that you are targeting.
- When writing your pitch make it short and snappy (e.g. 2-3 paragraphs), give a summary of your product and brand ensuring that you’re using keywords too (they’ll search their emails for suitable products using these keywords)
- Include professional images in PNG/JPEG of your products ensuring that there’s no background and no shadow
Regional press have a slightly shorter lead time of 2-3 months, so if you’re pitching your products to be included in their Christmas features, you can prepare them now and send them into them in September. There’s no reason why you can’t be working on other press releases to submit to national online publications and regional press in preparation now too! Prepare all your press releases then submit nearer the time (typically 1-2 months lead time)
E-Marketing
It’s never too early to start planning well ahead on social media! Why not make a start on Christmas now to free up time in your busier months! Create a range of social media templates, images and reels that you can use in the lead up to Christmas! These could include:
- Christmas themed cover photos for all social accounts and if appropriate profile pictures too
- Countdown posts such as ‘X days until Christmas’ or Advent Calendar windows for December (If you’re posting everyday you may wish to schedule these posts in advance to ensure that they go out on the right date and help with time management when you’re snowed under with orders!)
- Christmas competitions and giveaways
- Share lifestyle posts such as top tips for preparing for Christmas or Christmas traditions and link into your products
- Quizzes and polls are a fun way to find out more about your customers and getting them to engage with you.
Whilst creating and compiling this content, don’t forget to think about your e-newsletters too! Create a standard Christmas themed template that can be ‘tweaked’ each time to use. You don’t have to reinvent the wheel, use some of the content that you’ve already created for your press releases and social posts within this and if you’re running competitions and giveaways on social media, don’t forget to signpost your subscribers to your social channels to join in!
Pop Up Shops and Markets
If your online shop is working for you and you’re stocking a range of retailers this may not be for you, however if you are a small business with just your online shop and you’d like to engage more with your customers, then why not try a seasonal markets or applying for pop-up shops! They’re a great way of showcasing your products to customers whether you an artist, maker or producer! Here are just a few of the events in my county of Derbyshire which have a high footfall and might be of interest that are currently receiving applications!
- Winter Artisan Market at Haddon Hall – Applications are now open to stallholders for the weekends of 16th-19th November, 23rd-26th November, 30th November-3rd December and 7th-10th December. For further information and to apply visit https://www.haddonhall.co.uk/mercatum-main-page/mercatum-apply
- Christmas at Chatsworth – Applications are open for trade stands for the Christmas Market being held on 4th November-26th November. For further information and to apply email: info@eventmen.co.uk
- Let’s Make Christmas with Derby Museums – Applications are now open for this festive celebration of all things unique and handmade running within the museum shops from 10th November to 24th December. For further information and to apply visit https://www.derbymuseums.org/news/lets-make-christmas-2023 (deadline 16th July 2023)
Finally… still worrying about your current sales and want to do something now? Here are few ways in which you can take action:
- Make sure that your website and online shop are optimised for ‘on the go’ shoppers and add featured products to target customers looking for specific gifts (e.g. weddings, teachers leaving, graduation, baby showers, new home etc) or products that fit in with summer trends and styles.
- Create social media content along these themes (e.g. Need a gift for your child’s teacher? Looking for that perfect gift for your bridesmaid, 5 things you’ll need for the the perfect Baby Shower (including your product within one of these points) and make it easy for them to then find the products on your website by adding direct website links and product tags to social posts.
- Send press releases to online publications which have a shorter lead time, don’t be afraid to think outside the box and link in with lifestyle themes to help raise the profile of your business and get your products noticed.
… and one last thing! Don’t forget to get outside and enjoy the sunshine, we’ll all be moaning when it goes back in again!
Helen Humphreys Business Solutions 