Christmas campaign represents up to 50% of the annual revenue of the toy industry

It is estimated that christmas campaign This year it will have good results, since the increase in the employment rate and the spending capacity of households would help the Gross Domestic Product (GDP) in December to grow around 10% compared to the same month in 2020.

According to Luis Fernando Terry, director of the Marketing and Business Management career at Le Cordon Bleu University, December can represent 20% of annual revenues for most industries. However, for the area of toys and panettone, the last month of the year can represent up to 50% of your annual turnover.

“For these Christmas dates, customers will present a high level in their mix of channels, that is, as they will never alternate online purchases (for internet) with off-line purchases (face-to-face). It was thought that only the digital channel was dominated by a youthful and modern profile, but it has been shown that this is not the case, that many households and consumers make purchases on both channelsTerry adds.

For this reason, it is recommended that at this time of year the attractiveness of the business portfolio is evaluated for the customer, in order to promote it in an attractive way. “For the consumer, price reductions or discounts will always be attractive, but as attractive as that factor, the brand’s bond with the client or their family must also be. A brand with strong ‘engagement“it will be able to survive in a price battle.”

In this sense, the expert provided some strategies that a company can apply to add sales in this campaign.

Christmas Portfolio: It is a time for family union, sharing and reflection. The portfolio of products or presentations must adjust to this special date. There is an extension of possibilities: from launching new products for that season; special presentations by Christmas date; price per package (baskets, boxes or combinations); special sales; or gifts; mainly.

Special Communication: The Insight (discovery) must be found, which unites the occasion of consumption, the consumer’s need and our offer. What do we offer to make these dates truly memorable? Our value must be communicated, and associated with consumer Insight. Communication must be honest, omnichannel, timely, and engaging. The marketing use of influencers it can make the offer even more attractive.

Christmas Marketing Logistics: The variable time and inventory management is key to supporting this campaign. The responses to our ‘leads’, potential clients or interested persons must be quick and clear. We must have the distribution, delivery or distribution routes mapped, even if it is the responsibility of third parties, we must be very clear about the delivery times. For this Christmas season, it is necessary to clarify what the return or exchange policy is, this cannot be left up in the air, it must be defined as part of the service. A very important attraction is the “free dispatch” for nearby areas, sometimes under minimum order conditions.

Marketing Industrial (B2B): Not only individuals and families have special needs and wants this campaign. Companies can also be our clients, B2B marketing (business to business) is a great option. If you are a service provider such as a hotel, restaurant, or convention center, you can launch special promotions for companies that wish to hold their year-end events. Or if you are a Mype, you can develop a company client base, to offer your catalog of products for special parties. Consultative selling management will be key to developing a good industrial customer base.