If you are wondering whether it’s too soon to begin any ‘last minute’ festive gift voucher sales and marketing ideas / campaigns, wonder no more. It definitely isn’t. Up to 40% of shoppers will wait until the last 10 days before Christmas to buy gifts and gift voucher / certificate buying reaches a high in the days before Christmas.
As there are now 12 days till Christmas, we’ve included 12 ‘last minute’ marketing ideas that you can put into place in time to help capture those crucial end of year sales.
Your venue is unique, so tune into what is happening in your hotel, whilst also allowing the foundations / principles of marketing (positioning, segmentation and targeting) to guide you and give fresh insight into what to do next, whether you are doing something that is highly targeted or whether it’s something that is more generic.
1. Infuse everything you do with a gifting message
Between now and Christmas, take every opportunity to create awareness that your wonderful experiences are available to buy as gifts. For example, via internal & external email signatures, guest Wi-Fi login screens, a P.S at the end of any other customer emails. And remember to share what you’re really selling – it could be thoughtful gifting, new traditions, happy memories, the chance to experience luxury – complimenting your brands’ positioning.
2. 12 Days of Christmas
On the 12 days leading up to Christmas promote ONE best selling gift voucher for each day via your social media sites, with a link directly to that specific voucher.
3. Countdown to Christmas with your customers
Let people know how many days are left till Christmas, sharing the recommended last posting dates (UK 1st Class Post – Wednesday 19th December, UK Special Delivery – Thursday 20th December) via email and social media, creating awareness of the deadline, should they choose to receive their gift voucher via the post: it acts as a reminder, whilst also creating a sense of urgency, letting people know that there is still time to buy the perfect gift (just!).
4. Dedicated gift voucher staff
With people dropping by your venue to buy / collect a gift voucher / certificate consider having members of your team dedicated to assisting your customers with their gift purchases and selling your gift experiences. This ‘extra’ service will help you sell more. Take the pressure off your reception teams and have a dedicated ‘pop up’ desk, for all those buyers who will come in-house to purchase and treat them to a mulled wine or mince pie! Consider too the location of the ‘Christmas’ desk: near any Restaurants, Afternoon Tea spots, or at Spa Reception desks are ideal, so you can tap into the local footfall. Also, it’s beneficial to point people in the direction of where they can buy gift vouchers, so consider having a desk near the entrance of the hotel with collateral that says ‘Buy a gift voucher this Christmas, see us at our Christmas desk at xxx location’, with samples of gift cards/gift boxes, making it very clear what it is and where people should go.
5. Stocking filler gifts
Make it easy for buyers looking for an extra stocking filler gift by creating a stocking filler category on your gift site. Get in touch with us, letting us know the experiences you’d like to feature, and we’ll set this up for you.
6. Create present idea guides
Help your customers and potential customers by sharing present ideas / lists, such as Gifts for Her, Gifts for Him, Gifts for Foodies, Gifts for Spa Lovers, Gifts for Golf Enthusiasts and so on, promoting ‘in’ appropriate areas, such as your Spa Reception and via targeted email campaigns and/or via social media.
7. Christmas ‘favourites’ gifts category
Create a ‘Christmas Favourites’ category filled with your best selling gift vouchers. Again, it’s all about making things easy for people, so they don’t need to search around to find what they are looking for. Get in touch with us, letting us know the experiences you’d like to feature, and we’ll set this up for you.
8. Consider a ‘flash’ sale of high value vouchers
Throw in a generous offer between now and Christmas of a % discount off high value / margin gift experiences, such as ‘20% off luxury overnight stays’ between now and Christmas, but only redeemable in the first three months of 2019.
9. Target male shoppers
In 2017, there were four days in December when men purchased more vouchers than women: 21st – 25th December. Use this insight, coupled with the data that men (on average) spend around 24% more to take inspired action. Catch their eye with tailored campaigns appealing to male buyers: men typically prefer a more concise offering & assurance they are buying a relevant gift, so remember to check your images / copy and ensure it’s really appealing.
10. Evouchers reminder
Remind all your customers that it’s never too late to buy an eVoucher. They can choose an email address to send each gift voucher to and add their own personal message. Emails are sent immediately, even on Christmas Day!
11. Corporate gifts
Many companies are looking for Christmas gifts for their staff and gift vouchers are perfect for that. Consider offering some sort of incentive to companies / corporate clients using a promotional code.
12.Love gifting
And finally, sometimes we forget that WE’RE customers too – and that gift vouchers make lovely gifts! There’s nothing more magical than giving and receiving an experience that stays with you forever!