By Ryan Yaeger
I hate to be the bearer of bad news, but Labor Day – and thus, the end of summer – is just around the corner. While we in Buffalo are especially sad to see the warm weather draw to a close and settle in for our typical six months of winter, Labor Day, doesn’t have to be a cooldown point for your business, however.
Labor Day is one of the top marketing occasions of the year, whether you have a brick and mortar location or sell products online only. The key is to make sure that you’re appealing to your customer base and audience in an engaging and attractive way that makes them want to buy.
As you gear up for the close of summer, here are a few tips to make your Labor Day marketing strategy more successful.
Start Planning Now
First and foremost, the key to anything Labor Day is to start planning early. It’s true of a Labor Day party or a Labor Day marketing campaign. Start strategizing now to determine the discounts you want to offer, the products or services you want to promote, and the networks you want to use to promote them. It’s like a game of “Clue,” but instead of Professor Plum in the Study with the Candlestick, you need to have a 10 percent discount on the candlesticks advertised in your emails.
This early planning for your marketing serves two purposes. First, it gives you ample time to prepare any marketing collateral – graphics, email templates, landing pages or any other digital materials you want to put together. Secondly, it allows you to plan out the timing of your campaign in advance. Are you going to send a teaser email, follow up with a Facebook post, and push a message on all your social and email channels on Labor Day? Or are you going to start your promotion early and open it up over a span of days, sending only an initial message and a “last chance” reminder? Start now, and you can plan ahead.
Promote it Prominently
Many consumers will be on the lookout for sales and discounts around Labor Day. It’s often one of the last days off for employees before the end of the year holiday season, and also serves as a final opportunity for the whole family to have a day off together before school begins again. That’s why it’s one of the top shopping dates before the November and December rush for many businesses.
Depending on what your products or services cover, Labor Day can be a great day for your business, but you need to make sure your prospective customers are queued in as well. For online businesses, make sure that you have a banner, large graphic or text notification on your website that is easy to see. Have a storefront? Place signage in your windows and, if you have a display area, showcase some of your sale items front and center to drive interest in advance.