It might seem that in high-demand seasons, such as Christmas, a big brand needs to advertise less because the consumer is already motivated. However, the opposite is true. There is a very high level of competition and your company has to make itself visible.
Direct marketing gives you the ability to differentiate yourself and attract customers. But, more importantly, it helps you translate that interest into increased sales. Here’s how to do it.
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We address two essential aspects of this topic:
- Specific direct marketing strategies that are most effective in peak seasons.
- How the use of direct marketing in high-season campaigns pays off.
It is interesting to review the concept of direct marketing, its modalities and benefits.
Direct marketing strategies to increase sales in peak season campaigns
Black Friday, Christmas, back to school… These are some of the sales milestones that every large company must take advantage of to increase its sales. The advantage of these campaigns is that they can be planned in advance, because they remain fixed every year. One of the challenges is to do something different or something that arouses curiosity in a very defined framework, very similar every year.
Direct marketing becomes an exceptional tool to achieve these sales increase objectives because of its ability to personalize and automate campaigns. Here are some strategies that work at these events.
Pre-detection of trends
One of the characteristics of direct marketing is that it provides a large amount of quality data, collected by different mechanisms and from different departments.
By analyzing purchasing habits from previous campaigns, requests for information on certain products or even complaints on returns, it is possible to detect a gap or a latent mainstream that can be used to launch a campaign.
Having a professional advanced analytics service, such as Response Data Analytics, allows your company to gain a deep understanding of your customers.
Increased creativity
Direct marketing works with omnichannel platforms. This diversity of media makes it possible to deliver more original and surprising messages. Or that better contact with the customer’s emotions.
Undoubtedly, the possibility of using personalized videos is one of the interactions that can reinforce this curiosity and maintain interest through customer/company interaction.
Facilitate the purchasing process
We said that consumers are more motivated to buy during high season campaigns. Let’s make it easier! The idea is that the purchase decision can be transformed into action almost in the same gesture.
Undoubtedly, having a platform that provides 360-degree customer service is a key element to transform a direct marketing campaign into increased sales. Also, taking advantage of transpromo communications, integrating commercial messages into transactional or operational communications.
Discover Communicalia, a SaaS platform that will become the center of your company’s omnichannel communications.
Complete your information by learning more about effective multichannel marketing strategies for companies.
Advantages of using direct marketing to increase sales in peak season campaigns
Direct marketing has been proven to increase response rates and decrease abandonment rates. Used in high season, it also has two other interesting benefits.
New customers who stay forever
Of course, launching a Christmas or summer vacation promotional campaign has the objective of achieving more sales. But that’s not the only thing you can achieve by using direct marketing. Precisely because you have detected latent needs and addressed them, you have gained the interest of new customers who, with that satisfying experience, are very likely to stay with your brand.
Increases brand awareness
A creative and successful seasonal campaign makes your brand stand out. It captures the consumer’s attention above the rest. This makes them recognize you, so that they are able to identify you in any other situation. And with a positive vision.
The use of physical and digital channels is once again a key instrument for reaching each customer through the medium they value most. More contacts, but always of higher quality because they are personalized.
We review the advantages of combining physical and digital channels in direct marketing.
Consult with our specialists. At MailComms Group we have been leading the personalized omnichannel communication sector for three decades, especially for large companies, incorporating advanced technological tools.
Frequently asked questions on how to leverage direct marketing to increase sales in seasonal campaigns
Does direct marketing increase sales in seasonal campaigns among new customers or only among existing customers?
Direct marketing’s ability to personalize and detect trends generates more sales among new and loyal customers. Above all, because in both cases the customer experience is more satisfactory, since they have felt listened to and cared for.
What tools help design more creative direct marketing messages in seasonal campaigns?
In general, the possibility of reaching each customer through their preferred channel increases the possibility of launching creative messages. But there is no doubt that technologies such as personalized videos open up many opportunities to be more original.
How can you convert a direct marketing campaign in high season into more sales?
It is important to speed up the purchasing process for customers who are more motivated from the outset. Therefore, it is important to have tools that integrate commercial messages with the purchase action, involving the different departments of the company involved in this process.