Święta bez reklam? Nigdy!
Listopad i grudzień – gorące miesiące. Dla kogo? Dla wszystkich właścicieli sklepów, działów sprzedaży, a przede wszystkim dla specjalistów od marketingu i reklamy. To najważniejszy czas, w którym strategia marketingowa jest wprowadzana z dbałością o każdy szczegół. Tu nie ma miejsca, a przede wszystkim właśnie czasu na pomyłki, bo mogą one wiele kosztować – dosłownie.
Sterowani reklamą
Człowiekiem rządzą emocje, a emocjami… marketing. To właśnie dlatego, gdy wracamy z zakupów i trzymamy w ręce nabytą rzecz, często pytamy samych siebie – oczywiście w myślach: ”Właściwie to… po co mi to?”. Nierzadko entuzjazm zostaje zupełnie uśmiercony w momencie, gdy naszym oczom ukaże się do tego niewinna tekturka… z ceną. Czasami nawet najpiękniejszy napis PROMOCJA nie złagodzi żalu, ale nie dotyczy to okresu świątecznego.
Dlaczego tak się dzieje? Powstało na ten temat już wiele publikacji, ale łączy je tak naprawdę jedno proste zdanie: wyborów dokonujemy pod wpływem emocji, choć może nam się wydawać, że jest inaczej.
Najczęściej nie uświadamiamy sobie faktu, że reklama steruje nami w sposób, którego nie dostrzegamy – przynajmniej nie w chwili zakupu. Musimy o tym pamiętać, prowadząc biznes lub pracując w sprzedaży. Klienci – nawet mając tę wiedzę – jeszcze nie raz skuszą się na promocję, zwłaszcza w okresie świątecznym, kiedy to ich liczba jest oszałamiająca. Uszczęśliwia to klientów, ponieważ daje im ogromne możliwości wyboru i wychodzi naprzeciw potrzebom kupienia prezentu dla córki, żony, matki, taty, brata… no i jeszcze psa.
Hokus pokus, czary mary, dzisiaj cena dwa dolary!
Warto wiedzieć, że w okresie przedświątecznym roczny dochód sklepu wzrasta nawet o 40 proc. Najczęściej stosuje się następujące działanie: przed świętami produkt kosztował 50 zł, w okresie świąt jego cena zostaje podniesiona na 150 zł – cena przekreślona, a pod nią pojawia się napis: 100 zł. Co najczęściej robią klienci? – jasne, że kupują!
Same promocje typu: 50% taniej czy 2 w cenie jednego, to oczywiście nie wszystko. Marketingowcy i ludzie reklamy doskonale wiedzą, że skuteczna reklama świąteczna musi oddziaływać na każdy zmysł klienta. Ważny jest zarówno sam jej tekst, np. „Podziel się radością w te święta”, „Zrób prezent sobie i swoi bliskim”, „Podaruj radość. Zostań
Świętym Mikołajem!” (Coca-Cola), „Zobacz święta oczami dziecka” (Kinder), jak i elementy graficzne, nawiązujące do świątecznej atmosfery. Stąd, przechodząc przez korytarze w markecie, niemal z każdej sklepowej półki kuszą ludzi kolorowe choinki, czerwone skarpety, czapki Mikołaja, śnieżynki, aniołki etc. Właściwie nie ma produktu, którego nie można by przyozdobić w ten sposób.
Jasną sprawą jest, że szczególnym powodzeniem cieszą się w święta artykuły spożywcze, bielizna, wszelkiego rodzaju gadżety, książki i zabawki. Istnieje cała masa produktów, które nie cieszyłyby się jednak szczególnym wzięciem, gdyby nie odpowiednie „sztuczki”, tj. odpowiednia ekspozycja towaru, np. lampki świąteczne, które dekorują rower.
Do tego dochodzą jeszcze dźwięki i zapachy – odgrywają one niebagatelną rolę przy nakłanianiu klientów do zakupu. Mariah Carey, George Michael, Frank Sinatra – top 3, święta trójca świątecznego audiomarketingu. To w rytm ich piosenek co roku klienci radośnie przekazują pieniądze kasjerom.
Kto nie podążałby za zapachem pierniczków, goździków, pomarańczy czy iglaków? To wszystko buduje bardzo ciepły, przyjemny klimat i ludzie spędzają przez to w centrach handlowych zdecydowanie więcej czasu, a tym samym więcej kupują.
Zanurzeni w iluzji
Miło zanurzyć się w tak miłej atmosferze, choćby była wykreowana. Wizerunek Świętego Mikołaja – jaki poznajemy już jako dzieci – stworzył przecież koncern Coca-Cola. Nie bez znaczenia jest jego wygląd – charakterystyczny brzuszek, rzucające się w oczy czerwone odzienie i długa broda oraz słynne „ho, ho, ho!”. Być może nie zdajemy sobie sprawy z tego, że te dźwięki zostały skrzętnie przemyślane, tak aby szczególnie zwracały uwagę i zapadły w pamięć. Zgadzamy się, czasem pięknie jest się łudzić, więc klienci lubią to robić. Warto wykorzystać to, budując strategię promocji produktu.
Święte wnioski
Czy przełom grudnia i stycznia nie jest właśnie czasem, na który czekamy z utęsknieniem? Właśnie teraz możemy niebagatelnie zwiększyć dochody biznesu! Czy nie jest tak, że już wcześniej klienci nastawiają się na wydanie większej sumy pieniędzy? Wszystko to, aby poczuć ogromną wyjątkowość tych kilku dni w roku, by sprawić radość rodzinie oraz znajomym i samemu być szczęśliwym.
Pamiętajcie, święta to czas, kiedy klient lubi być kuszony i nie jest mu żal wydanych pieniędzy. A wszystko dlatego, że w święta przebaczamy – także sobie.
Tak na prawdę, to najważniejsze jest zadbać o siebie.
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