How to Promote Sales: The Communication Plan
HOW TO PROMOTE SALES WITH A GOOD COMMUNICATION PLAN
Promoting sales is not an easy task at all. During this period, there are marketing campaigns everywhere, and there are countless commercial proposals reaching customers. To avoid being swept away by the current, your goal should be to become your customers' first thought (or almost) when the sales season arrives. How? By getting noticed well in advance and maintaining constant contact.
The Combination of Sales and Holidays
It is well known that promoting sales is a fiercely competitive race, and this year will be even more so. With the start of the new year, the final rush for sales begins.
As every year, on e-commerce channels as well as in physical stores, every brand aims for the winter sales to provide oxygen to sales and clear shelves and warehouses in anticipation of the new season.
To make the most of the excitement of the season and effectively promote your sales, you need to have an excellent marketing and communication plan.
If you are still working on it, keep in mind these tips, as you could successfully integrate them into your strategy!
Let’s start with the basic rules that you should always keep in mind when it comes to communication and content strategy:
DIFFERENTIATION IS A WINNING STRATEGY EVEN IN COMMUNICATION
Every good content strategist knows that communication and the message to be sent to the customer must adapt to the channel and the objectives to be achieved. Content becomes relevant only if, in that moment of contact, it is communicated through the right channel.
Start by identifying the moments and contact channels you intend to use to promote your sales, and only after that, for each scenario, develop the specific content you want to send.
DESIGN YOUR SALES FUNNEL
Per arrivare alla vendita vera e propria, il cliente va sempre guidato, come ci insegna l’Inbound Marketing: Attract – Engage – Delight. La vendita è il punto di arrivo di questo processo che inizia con un primo contatto conoscitivo con il cliente. Per prima cosa dovremo attrarlo, quindi creare interesse intorno al nostro brand offrendogli contenuti di valore; e poi, ancora, dovremo coinvolgerlo, mantenendo accesso l’interesse e rafforzando il legame.
DON'T UNDERESTIMATE EMOTIONS
It is true that contacts with customers or prospects are now almost entirely digitalized. But this should not make you forget that emotions always drive purchases. And during the holiday season, especially at Christmas, their role can truly make the difference between a winning strategy and a failing one. If we add that this year the holidays will be anything but “typical,” then the tones must be weighed even more carefully to convey the right emotions.
Now let's see what the moments of contact with the customer are that you should try to leverage to the fullest to promote your sales and which channels you should use to maximize the effectiveness of your communication strategy.
How to Promote Sales by Guiding the Customer
There are three main moments that mark the contact opportunities with the customer in the coming weeks:
- the week of Christmas;
- New Year's Day;
- the Sales period.
While the sale remains the main and final goal, you should try to establish contact during each of these moments and set specific objectives.
In each of these occasions, you will need to evaluate which contact channels to prefer based on your objectives. Only after that can you proceed to the actual creation of the content.
Let's see which channels to use and how to communicate in each of the contact occasions.
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