GOT ART?   Holiday Marketing 2021

Consumers who support the arts are a valued and thoughtful audience, representing a purchasing segment that actively seeks creative and unique gifts from local and accomplished artisans. But, while your consumer demographic may not be the typical retail customer, it is critical to keep in mind that the proven, successful retail calendar begins marketing for holidays months in advance of the actual “holidates.”  

According to the National Retail Federation (NRF), “Each year, about 40 percent of consumers begin their December holiday shopping before Halloween.”  The NRF has studied the minds and motivations of the holiday shopper, and you must take heed!  In order to capture retail dollars before they are spent elsewhere, now is the time to make sure you are ready BEFORE the big dates like Black Friday and Cyber Monday.

Start marketing for “The Holidays” Today

If you have not already done so, sit down and create a comprehensive marketing calendar to include actions that begin today right up until December 24th. Plan your campaign AND stock up on your most popular items. Offer a varied selection and attractive price points to compel the arts shopper to stop, browse and buy.  Remember that the holiday season is about giving. Show your customers that you care about something other than sales by donating some percent of holiday sales towards a local non-profit. 

Right now: 

  • Update your holiday hours. 
  • Update your social media.

An Integrated Approach

Your campaign should feature all standard social media platforms, including well-placed and strategically timed emails. Generate buzz and boost name recognition, promote special events, exhibits, holiday markets, and crafts shows. Be aggressive – create anticipation, offer attractive, date-specific promotions to entice new fans and customers while thanking loyal friends and followers with exclusive targeted offers.

Follow the proven “Rule of Seven” marketing formula. Consumers need to hear or see the same message seven times before they take action. Press releases, radio advertising, and underwriting are still relevant. Design and schedule your integrated advertising accordingly.

Here are a few important dates to include in your 2021 campaign:

  • Black Friday: November 26th, 2021
  • Small Business Saturday: November 27th, 2021
  • Cyber Monday: November 29th, 2021
  • Giving Tuesday: November 30th, 2021

 Make it Special & Stress-Free

Marketing expert, Wordstream, offers this “timely advice.” “Ads, landing pages, and social campaigns should all emphasize the ease with which consumers can get their holiday shopping taken care of if they act right now.”  Your promotions should include compelling reasons to buy or visit TODAY. 

If your arts business offers a comfortable and attractive bricks and mortar shopping experience, invite your friends, family, fans, and potential customers to an open house, a one-day-only sale or a pop-up holiday market with other local artists. Make it festive, put it on the calendar, and spread the word!  

m-Commerce – Mobile Optimization

The personal shopping experience, particularly when selecting art, is always welcome, but It is critical to ensure that you have optimization on all of your digital platforms, especially on mobile devices. Your online business needs to be as streamlined and user-friendly as possible. To that end, it is imperative that your website is updated, loads quickly, is easy to navigate, and does not have any broken links. 

According to Katie Wilson, founder, and CEO of TapOnIt, “Over 50% of searches start on mobile, so make sure it’s easy to view your inventory, click-to-call, and to click for directions.”  

The message is loud and clear – your mobile presentation must be clean, clear, and compelling as it is key to engaging potential customers and converting them to sales.

After The Holidays

It is never too early to start preparing for the holiday season and the end of the year. Once the new year rolls around, make sure to update your hours so they are back to your normal routine, send an email thanking everyone for a great holiday season, and start planning what you might want to do throughout the rest of the year.

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