We have future special dates locked in to Teemill at the ready – you’ll get an alert and a little help preparing for these. Once you’re aware an event is coming up, it’s important to think about how you’re going to approach the marketing: What might the buyer’s motivation be, who is the buyer and how to frame your pitch.
Forget the product, focus on the buyer.
The temptation is to do a lot of work for these events and with Teemill’s powerful product creator tool, it would be easy to design an event-specific product like a Valentines day t-shirt. In reality, it’s best to forget the product for a minute and focus on the buyer.
Special occasions are all about gifts. Think about who is buying the gift, and for who.
You don’t need a gift with love hearts on it for Valentine’s day – Instead, choose any product and associate love, gifts and giving in your marketing.
No need to do loads of work on your product range: In fact, you don’t need any new products. The art of marketing for special occasions is in framing the product as a gift suitable for the occasion.
Pick something that fits
Now you know you don’t need a new product, pick a product you already have that is suitable for the recipient. T-shirts, tops, sweats or vouchers: All suitable for Valentines day or Christmas.
Make sure you pick a product to front your campaign that your customer can imagine their loved one wearing.
Dad would love a t-shirt or a warm jumper for Father’s day. Mum might be more interested in a tote shopper bag or teatowel for Mother’s day.
Preparing the store
Think of your store like a shop window. On special occasions, great shopkeepers will refresh the look and feel of their stores with a theme. The best way to do this is with your banners on the homepage and in your categories. You may choose to build and merchandise a category full of Gifts for Him, for example, and design a Valentines-themed homepage banner directing them to the category.
Using homepage banners is a great way to temporarily theme your store for a special occasion without doing very much work at all.
You can make these with our tools, or design your own – and reuse them each year for this event.
A day early is better than a day late
Remember that gift buyers will be anxious about their gifts arriving late. This means that we must be out ahead. Whilst Teemill orders are shipped the same day, many people will be shopping online weeks in advanced of the event.
Supermarkets put Easter Eggs in stores in February for a reason: Don’t be afraid to remind your customers an event is coming up. On the day is too late for e-commerce.
We will remind you through email and in the Teemill dashboard if we think it’s time to start marketing for an event. The last thing to do is to create your posts, build some amazing banners and schedule your content on social media. And remember the marketing rule of seven – The more marketing, the better!