It’s the final three shopping days before Christmas, nearing year end of many businesses. Retailers are pushing ads with massive budgets driving up CPM’s and inundating customers inboxes with the deals, hoping they’ll be the lucky destination for their last minute shopping. It’s the time of the year to be tactical.
My one piece of advice as a brand manager? Don’t forget about the experience, the relationship and the loyalty in lieu of just driving the transaction.
➡️Deep discounts? Great for the customer, but too many of these will guarantee they wait for a big sale to make a purchase in the future.
➡️ Too many emails? Where’s the unsubscribe button?
➡️Batch & blast content approach? Risk of irrelevancy and annoyance.
➡️Only focused on selling product? No one wants to be in a one-sided relationship.
Every tactic has a purpose and balancing these to ensure you’re able to continue to build relationships, showing value in your brand in order to build long term loyalty with your customers. When you build real relationships, you’ll be the top of the list when they’ve got dollars to spend.
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