Thanksgiving is just around the corner, which means a few things. First, we’re well into the pumpkin-spice season. Second, millions of people will be traveling around the holiday. And finally, Christmas shopping is starting soon, which means that now is the perfect time to roll out a holiday-themed marketing campaign.
As we all know, Black Friday is the busiest shopping day of the year, but in this article, we want to focus on Thanksgiving specifically. Most businesses (and consumers) seem to skip straight from Halloween to Christmas, but we believe that Turkey Day is just as deserving of your attention as anything else.
So, with that in mind, here are a few ways to build a Thanksgiving direct mail campaign that works.
Give Thanks to Your Customers
The spirit of the holiday is to show gratitude for everything you have. As a business owner, this should be easy. Without your customers, you wouldn’t exist, so now is the time when you want to illustrate how much they mean to you.
There are a couple of different ways you can go about this. First, you can incorporate giving thanks with a discount, such as a loyalty reward or holiday-themed coupon. Second, you can simply let your customers know that you appreciate their business and that you look forward to serving them in the future.
Ideally though, you’ll be able to do both in the same mailer. While it’s nice to send a sentimental card to your customers, you really want to include a call to action. Otherwise, you risk losing out on a substantial ROI.
One way that you can blend gratitude with savings is to have the front of the card convey a personalized message, while the back includes a coupon or discount code. This way, you get the best of both worlds, and your customers will appreciate the thought that went into it.
Give Back to the Community
The holidays aren’t just about shopping; they’re about giving back as well. Thanksgiving is the perfect opportunity to donate a portion of your sales to a charity of your choice. Here are a few tips to make sure that this tactic is both tasteful and rewarding.
- Pick a Charity Related to Your Business – for example, if you’re a restaurant, you can donate to a food bank or soup kitchen. If you’re a retailer, you can donate clothing to the homeless or toys to less-fortunate kids.
- Encourage Your Customers to Donate – in addition to offering a portion of your profits, it helps to encourage your audience to go above and beyond. For example, having donation bins in your store.
- Highlight Past Performances – if you’ve done charity work in the past, be sure to mention how well you did. For example, you donated X amount of toys or raised X amount of dollars. Even better, spur your customers to action by saying you want to beat your old record this year.
Make Your Ads Family-Friendly
Even if your target demographic isn’t families per se, this is the time of year when relatives and loved ones are always close by. So, you should take advantage of that fact by reminding your customers how well your business can cater to family members.
Restaurants can highlight banquet room rentals for large groups. Retailers can showcase items that make great gifts for specific relatives. Hotels can remind customers of their special holiday rates for family members coming from out of town. Get creative with your ideas.
Customize Your Approach
Ideally, you will be creating different direct mail ads for unique customers and demographics. While it makes financial sense only to send one ad to your market area, the fact is that you need to address specific issues. For example, you can’t offer gratitude to prospective customers who have never set foot in your store.
Overall, you need to come up with a personalized message for each group you’ll be marketing to. This way, your brand will resonate more deeply, which can increase your ROI. Customers these days want to do business with companies that care about them, not profit margins. It may be a higher upfront cost to diversify your mailers, but the results will be much better.
Contact Always Direct Marketing Today
Running a direct mail marketing campaign is easy when you have the right tools at your disposal. At Always Direct Marketing, we’ll take care of all of the details of your marketing, from designing the perfect postcards to helping you keep track of your response rate. Don’t delay – Thanksgiving is coming up fast, and you don’t want to miss out.