As with all marketing procedures, before launch, I invite you to set your goals, and to associate the necessary print and digital communication, keeping in mind that many purchasing decisions are made from October and that, in an uncertain context, some purchases will also be made from October.
Communicate : December is the time of year when there are the most advertising messages. Start communicating now for several reasons : there will be fewer of you doing so in October, which means more available advertising space and “less” demand for consumer attention ; on the other hand, many people shop before the December rush or, at least, decide what to buy. Target your audience and tailor your message. for example, if you are located in Saint Pierre, address your target in the south of the island with a local message. If you have an online sales site and you deliver, you can then communicate throughout the island by highlighting delivery and its deadlines, or the fact that it is not necessary to travel to your store in Saint-Pierre to benefit from your products. Plan plans B, C and D : Sorry, but the excuse : “we didn’t know, It’s because of Covid or something…”, will no longer be entirely valid in the coming months. We have been living with restrictions for almost two years, overnight adaptations, and that business leaders navigate by sight. It is now necessary to have a plan B, see C and D, if the Christmas market never takes place, that the galleries only become accessible to those who have a health pass, etc. When the “rules of the game” change, planning options allows you to keep a cool head and adapt more quickly and easily.
View the project in all its aspects
Green Friday, Black friday et Cyber Monday : these operations take place at the end of November and I invite you to choose the one that is most in line with your sector of activity and the values of your company, if you would like to participate.
Place final orders locally : by the time you read this article, to order internationally, it will probably be too late. Sourcing local businesses will allow you to save time and support the Reunion economy.
Check the cost price : the prices of raw materials and finished products have been increasing for several months (fret, rise in raw materials). The time has come to calculate your cost prices with current costs in order to update your margins and choose whether to increase your prices or not..
End of year stagings : Many people love the spirit of Christmas and its decorations.. Most of us have been lulled by images of Christmas movie decorations, by the music, dishes and flavors associated with them… Shops, hairdressing and beauty salons, restaurants : each of these places is conducive to staging. Also good for window decoration in red-green-white, only in more trendy colors (in 2021, Christmas trends are monochronous, natural and sustainable and with a nostalgic retro style). You can also stage an exotic decoration linked to our exceptional Reunion environment. More than ever, in a world where images are spread at almost instantaneous speed on social networks, playing the staging card will attract customers.
Leave nothing to chance
Packaging : children's eyes sparkle when they see their gifts, then with the joy of unpacking them. At Christmas, the container is as appreciated as the content. Careful packaging can make the difference in the gift opening experience for adults and children alike.. otherwise, it adds pep and appeal to a product that you may be marketing all year round.
Payment methods : without wanting to preach for my parish (my company markets Sumup and Smile payment terminals & Pay), do not accept bank cards during the holiday season, in 2021, is risky. I completely understand the reasons for only wanting to operate with cash, but this constrains your customers, especially if she is not used to cash payments, to plan to have them with you and very often to remove them from a distributor (which requires extra effort to purchase your product or service). otherwise, let's talk about a recurring problem : the payment limit of the said buyer’s bank card. Without realizing it, he can quickly reach it. You should know that, for amounts greater than 100 euros, payment can be split, which can facilitate the prospect’s purchasing decision by informing them of the amount of the monthly payment. But if it is possible to offer payment in several installments, it's not free. There are fees : environ 3,8% of the transaction amount. Depending on the payment provider you will work with, so you can choose, either take this cost on yourself (and payment in several installments will be free of charge for your customer), or to pass it on to the customer's purchasing cost, because it is he who requests this payment service. It's up to you.
Sell online and deliver
Sell online : this could be a plan B, C or D. At Sumup, customers have the ability to easily create an online store to sell their items (with photos, descriptions etc.) without the need to invest in a complex site. There are other alternatives, such as selling on social media or by email with a payment link that will guarantee payment, then send the item to the address indicated.
Delivery : it’s a profession in its own right, we don’t improvise as a delivery person. Whether in catering or traditional products, there are logistics and costs to be assumed by improvising a delivery person. And the traffic on the island in December is almost purgatory. Different delivery players are present on the island : compare costs based on weight/volume, the guarantees, but also delivery times, package handling methods (cut-off time for same day departure, pick-up location ; do you have to queue or is there a dedicated counter ?), the finesse of the follow-up, reimbursements in the event of missed deadlines, etc. And above all, set a deadline for sending and communicate it to your customers and prospects. This will avoid some setbacks with packages that have not been delivered on time due to an order placed too late.. Here too, whether or not the company covers shipping costs is up to everyone..
Finally, out of category, the state of mind will be essential. The current situation is not ideal ? It depends on who… But even if it’s not for you, must it nevertheless be a heavy brake, laborious and painful ? Or can you try to add some joy and light to make the most of this crucial time of year? ? Here again, it is at your discretion, because no prefect or president can choose your place of what you decide to believe, and your state of mind, unless you allow it.
I wish everyone a wonderful month of preparations !
