Webinar: How Local Businesses Can Maximize the Holiday Season Recording now available! Being a local business during the holiday season should be a joyous time of year, right? Does working in a winter wonderland instead of enjoying it sound familiar? Yeah, we know. That is why using marketing automation in your small business during the holidays can help you maintain and increase holiday revenue and prepare your marketing efforts for 2012. Register for the webinar and observe as our marketing master, Tyler Garns, shows you how to make the holiday season beneficial to your business by giving you tips on following up with customers during the holidays and how you can use the season to beef up your marketing strategies for 2012. WEBINAR: How Local Businesses Can Maximize the Holiday Season You will learn: Tips for leveraging holiday activities in any local business The correct way to follow up with customers during the holiday season How to use the holidays as a jump-start to your 2012 marketing agenda Three things you can do immediately to actually spend the holidays your way Watch the webinar recording now! http://partners.infusionsoft.com/2011webinar/localbusinessholiday

1. How Local Businesses
Can Maximize
The Holiday Season
Presented by Tyler Garns
Director of Marketing, Infusionsoft
@tylergarns

2. Boom or Bust
@tylergarns

3. In Retail? You’re ecstatic!
@tylergarns

4. Not in Retail? Holidays Stink!
@tylergarns

5. So, what can you do
about it?
@tylergarns

6. 7 Ways to Capitalize
on the Holidays
@tylergarns

7. 1
Enter the
conversation already
going on in people’s
heads
@tylergarns

8. Google Insights for Search
@tylergarns

9. Shopping
@tylergarns

10. House For Sale
@tylergarns

11. Legal Services
@tylergarns

12. Divorce Attorney
@tylergarns

13. Legos
@tylergarns

14. Landscaper
@tylergarns

15. Electrician
@tylergarns

16. Gifts
@tylergarns

17. Christmas in July
@tylergarns

18. Use Google Insights for
Search
• Figure out what people are already thinking
• Enter that conversation
• Create promos & communications that
leverage those ideas
• http://www.google.com/insights/search/
@tylergarns

19. 2
@tylergarns
Team Up
With A Charity

20. Team Up With A Charity
• People are already feeling charitable during
the holidays
• People will go out of their way for charitable
causes
• This may be a way to get people to engage
with your company, even when they’re not
thinking about you
• Don’t try and turn every opportunity into a sale
• Doing good will pay dividends
(and you’ll feel better too)
@tylergarns

21. 3
@tylergarns
Create Holiday
Promotions

22. Create Holiday Promotions
• This is a given
• Understand what a loss leader is and when
you should/shouldn’t use this tactic
• Get creative
• Tie your promotion to your charity
• Create a promotion for future services that is
only available during the holidays
This way you can get people interested in
landscaping when they’re not thinking about it
@tylergarns

23. 4
@tylergarns
Be The Season

24. Be The Season
• Decorate your office/store in a memorable
way
• Be more cheerful than usual
• Dress up (you and the staff)
• Be aware of opportunities
@tylergarns

25. 5
@tylergarns
Sell Gift Cards/
Certificates

26. Sell Gift Cards/Certificates
• Another way to get in front of customers when
your product/service is out of season
• Have them expire within a timeframe that
helps your slow season but still overlaps the
buying season
• Be sure to plan for redemption in the coming
months
(you’re robbing Peter to pay Paul - kind of)
@tylergarns

27. 6
@tylergarns
Advertise on
Facebook

28. Advantage of Advertising on
Facebook
• People are already on Facebook more than
normal - connecting for the holidays
AND, they’re in buying mode
• You can target geographically
• You can target people’s interests
• You can target based on what they “like”
• You can target based on fan pages they like
• It’s fairly inexpensive
@tylergarns

29. 7 Participate in Local
@tylergarns
Events

30. Participate in/Sponsor Local
Events Like Parades
• Many communities have local events for the
holidays - get involved
• If your audience is big enough - create your
own event
• Leverage the event for lead generation
• Don’t sponsor just for “exposure” (although
that’s good too)
@tylergarns

31. The Holiday Season
Is the Perfect Time To
Follow Up
@tylergarns

32. How To Follow Up
• If you haven’t been following up, create a
“Humble Apology” communication and add a
Christmas gift
• Send a Christmas card - but don’t do the
generic card with everyone’s signature on it.
Make it memorable
• Make sure there is a WIIFM for your
customers
• Follow up in different ways - chain them
together
@tylergarns

33. Multi-Media Follow Up
• Send direct mail (add a bow so it stands out)
• Send a recorded voice message
• Send a fax
• Use email
• Send a text message
• Make sure you have permission for each of
these
• Make it a coordinated campaign, not
disjointed communications
@tylergarns

34. Why do this?
67% of
people that
respond to an
advertisement
will make a
purchase
within 1 year
@tylergarns

35. Most people give up too soon
81% of sales
are made after the 4th call,
by which time
90% of sales reps
have quit calling
@tylergarns

36. Use The
Holiday Season to
Jumpstart 2012
@tylergarns

37. If The Holiday Season
Is Your Peak Season...
• Use the influx of business to build your list
• Use the influx of revenue to invest in
marketing & growth in 2012
• Plan Q1 marketing strategies now
(you’ll be too busy from late Nov - early Jan)
• Offer future discounts now (while you have
attention) to spur sales during slow months to
come
• Plan for gift card redemptions in early 2012
@tylergarns

38. If The Holiday Season
Is Your Slow Season...
• Spend time planning out all of 2012
• Do research to figure out the conversation
going on in people’s minds during each
season (remember Google Insights?)
• Use the strategies we talked about earlier to
get exposure, build your brand, and build your
list
• Partner with a company whose high season is
during the holidays
@tylergarns

39. 3 Things You Can Do
Immediately To Spend The
Holidays Your Way
• Plan your holiday marketing campaigns NOW
and put them on autopilot
• Get family & friends involved in your
philanthropic efforts
• Communicate to customers & employees that
you will NOT be working during the holidays.
Then, stick to it. They’ll hold you accountable.
@tylergarns

40. All-In-One Web-Based
Marketing & Sales
Automation Solution
@tylergarns

41. To watch a demo:
www.infusionsoft.com/demo
@tylergarns

42. Q&A
866.800.0004 ext1
@tylergarns