Dear ,
To celebrate Saturday’s Annual Santacon Manhattan’s streets and subway cars filled to bursting with twenty-somethings dressed in their Santa-themed regalia.
From a participant perspective, Santacon encourages fun holiday dress up and raises money for local charities.
But, in reality, Santacon provides venues for all day drunken revelry attracting crowds from boroughs and suburbs outside Manhattan.
As a result, from a business and marketing perspective, Santacon reduces from holiday shopping during the prime selling period since people avoid peak shopping neighborhoods.
Having spent 2 weeks in Amsterdam, Paris and London where holiday decorations delight the young and the still young at heart, New York stores and streets appear designed by Scrooge!
In each city, the major department stores wore bedazzled holiday presentations worthy of top Broadway and Hollywood designers, costume creators and animators.
As beautiful buildings from the late 1800s with open central space, Amsterdam’s De Bijenkorf and Paris’s Galleries Lafayette created memorable holiday customer experiences.
While Europeans don’t celebrate Thanksgiving, they’ve learned to tap into the American post-Thanksgiving Black Friday Marketing tradition. BTW, REI continued their tradition of being closed on Black Friday to celebrate the
outdoors!
European retailers transformed these sales from the color black’s negative connotation to “Color Week”. As a result, stores host sales all Thanksgiving week!
I smiled when I entered a boutique near our Paris hotel that offered holiday treats to fuel shoppers, an idea straight out of my Actionable Marketing Guide playbook!
Actionable Marketing Lessons to
encourage visitors and facilitate holiday shopping:
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Create customer experiences that attract visitors. Think beyond short-term ROI. You must first get shoppers to notice you. De Bijenkorf got people into the store to see
their climbing elves. By contrast, Galleries Layfaytte set up stepstep stools for children in front of every window.
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Offer warm drinks and sweets. Take a page from US banks.
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Provide special shopping hours or services for your best customers. For example, open early or stay open late for working shoppers.
As you prepare for the end of the year and
next year...
What marketing questions do you have?
Just hit reply and let me know and I’ll answer them in future newsletters.
BTW, if you’re planning to take some time off around the holidays, here are 100+ ways to repurpose your content. It’ll help you reduce your content creation time.
Heidi Cohen,
Actionable Marketing Guide
Happy Marketing,
Heidi
 Get your content marketing strategy on track for success
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Here’s step by step help.
 Want to know what to get the marketer or colleague on your holiday gift list?
Don’t worry, we’ve got the list to help you.
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Terrific! You made it this far. Now here's the fine print:
All photos ©2018 Heidi Cohen unless otherwise noted.
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Social Media Marketing World 2019
