The Christmas period is considered a very important and magical time for the marketing sector for two reasons: firstly, because it allows a reflection on the numbers and the tendencies of the year, and secondly, because it is an useful opportunity to reactivate contacts and relationships that may have been lost or forgotten during the year. The magical Christmas atmosphere facilitates contacts, so the goal is to exploit all the available resources of the company to create a strategy capable to transfer this friendliness feeling to the customer, arousing emotions but above all making it clear that we are always caring and keeping close.
Here are 11 inspirational and useful ideas for planning a Christmas laundry marketing strategy.
1. Preparing a list of the most active customers of the year and a list of so-called “sleepy” – inactive customers, that haven’t made any purchase or hot leads that have asked for a price offer or information. 2. Making a classification of the customers, in “A-B-C” classes, according to the law of Pareto. This law states that, when reasoning on large numbers, about 80% of the effects can be linked to 20% causes. The 80/20 split is only a reference value. In practice, the proportion may not be so precise and the ratio may significantly vary. What remains valid is the basic concept of this analysis, that is the value of maximum efficiency. Applying the same principle to the sales area, it can be seen that 80% of the turnover is generated by around 20% of the customers. Obviously, the Pareto analysis is not suggesting to neglect the segment of the customer that generates less turnover; on the contrary, it allows the buyers to be ranked in terms of turnover, leading to some strategic considerations.
Here is a simulation in terms of turnover:
a. CLASS A – 20% from the customers with 80% turnover;
b. CLASS B – 30% from the customers with 15% turnover;
c. CLASS C – 50% from the customers with 5% turnover.
3. After carefully classifying the customers, it is advisable to make a database or an excel file with all the customers’ contact data: physical address, e-mail address, mobile phone number. Carefully check that the e-mails and the phone numbers are correct to avoid time waste and possible errors when communicating or sending messages or e-mails.
4. Once the contacts database has been prepared, it is necessary to compose two or more messages for the different customer classes, but one especially for active customers and one especially for the potential customers. In the e-mail prepared for the active customers it is necessary to thank them for their cooperation and offer them the opportunity to arrange a meeting for future discussions, for the “sleepy” customers or “leads”, prepare a reminder message inviting them to contact the company, instead.
5. Another idea might be, for the different customer segments, to think of a specific Christmas promotion, discounts, ad hoc offers or sending a gadget for the end of the year, like a calendar, which is a strong marketing tool because it remembers the company’s image for the 12 months of the year on a wall. For example, thanks to the analysis of Pareto (point 2), the company can decide on which customer categories to invest more energy or which commercial actions to take in order to guarantee a medium to long term economic growth.
6. For the laundries, the gift cards can be a practical and stressrelieving opportunity and the perfect gift for the customers using its services periodically. Another idea could be to offer gift cards that include a service benefit such as a bonus wash or sanitisation included in all washes. An attractive Christmas-themed design can encourage the choice. The advantages of the gift cards are: acquiring some cash especially at the end of the year, and the instant activation or even the possibility of creating a virtual gift card that can also be received by e-mail. In addition to the sale, they also help to attract new customers, who may become loyal to the products or services provided if they are satisfied with their purchase.
7. Another evergreen of the Christmas season are the discount codes, coupons and thematic offers, first-order discounts, endof- year budgets, etc. Every kind of business, even a small one, can be successful in attracting new customers. It is therefore essential that every Christmas marketing strategy thinks of an attractive and profitable Christmas promo.
8. Another idea can be to make Christmas promo or gift boxes with Christmas-themed products, services and packaging. For example, a laundry fragrances kit, a set of travelling towels and a card for laundry and ironing services. In this case, the packaging should be attractive, green and sustainable, perhaps with recycled paper and decorations made of natural materials. Already prepared Christmas packaging designed to make life easier for the customers who doesn’t have to think about how to pack the gift. In this case you can cross-sell or up-sell your products or services.
9. The channels used for reaching the customers can be different. For the most important customers it can be more suitable a paper or digital greeting card, or even better, a phone call. If you want to follow a digital marketing strategy, you can use social communication channels or a direct email with greetings or a promo.
10. The Christmas mood should shine through the web and social communication networks as Facebook, Instagram, TikTok or LinkedIn with profile photos and cover images recalling Christmas images and colours. It can be useful to involve users, offering them exclusive promotions via social posts, answering their questions or meeting their needs. Another opportunity is to exploit the social media to make a good corporate storytelling, describing the company through the magic warmth of Christmas and, finally, involving the users in games and surveys, which besides being funny, they also increase the engagement. Another idea could be to involve some influencers in the Christmas lean marketing strategy for a series of stories on Instagram, a reel or promotional post.
11. The SEO (search engine optimisation), through a good content management strategy, can be also useful even for Christmas, because it can find segments of potential customers searching for a product or an offer on Google. The most suitable format is to give advice and solutions to common problems such as: how to remove the wine stains from Christmas tablecloths, or how to deal with a chocolate or raisin stain. Can be a content of news or stain treatment guides that would be useful on many occasions, moreover it can bring added an value for the company. This Christmas lean marketing strategy can be implemented inhouse at low cost and in a very sustainable way for the company, by simply exploiting the company’s existing data on customers and turnover.
I am wishing to all readers of Detergo Magazine, Happy Holidays and a successful New Year! •
Detergo Magazine November 2022
by Alessandro Martemucci
Marketing Consultant
Officinae Marketing Management
