Holiday Marketing Tips
Above: Crème Bralée’s Olivia Set.
by Holly Jackson
Holly Jackson is a online copywriter and lingerie columnist. She can be found blogging at her website http://www.thefullfiguredchest.com or on working on her goal of filling up an entire closet with lingerie on Twitter @fullfigurechest.
A crisp chill is in the air, pumpkin spice lattes are back and we’re all ready for autumn. To the most successful lingerie retailers, all of these signs usually mean something completely different: the holiday season is here!
The winter holidays and Valentine’s Day are two of the easiest holidays for lingerie retailers to monetize, but both require serious time and organization if you want your marketing efforts to pay off. Luckily, if you start early enough there are lots of little ways to make your holiday marketing easier and to spread out the time and effort involved.
Today I’ll give you 5 easy tips to help you get started on a successful holiday marketing plan – and maybe even create some time off to spend with your family at the end of it.
1. Outline a set of inclusive gift guides.
Above: Lucile & Co. Christmas Gift Guide.
It’s no longer enough to put up a gift guide post on your blog and call it a day. Online business and brick and mortar retailers with a blog need to be thinking about how to include your entire customer base within a set of gift guides. Standard sizes and plus sizes should obviously be included, but also make sure you’re catering to a wide variety of tastes and styles. It’s also smart to include a guide to help clueless lingerie shoppers buy a special gift for the person they love. The lingerie industry has gotten so big that everyone can receive some kind of intimates for Christmas, from classic pajamas for mom to sexy Mrs. Claus sets for spouses. Make sure all shoppers are included and know that you offer something for them.
2. Fix your product descriptions.
Google is pushing creative content in a big way, but also cracking down on duplicate content. For many lingerie retailers, using product descriptions provided by the manufacturers (especially if you have a large site with lots of stock) can contribute negatively to your website’s standing with Google and in search engine results.
Above: Seven ’til Midnight Holiday Collection.
An easy fix is to go through and make sure that your product descriptions are at least in part original. This can also help you create a more targeted set of keywords or help you revise your keywords for the upcoming holiday season. It can be done in bite size chunks over the next month or two to make it easy as well.
3. Create a themed set of shareable images for social media.
Above: Sugar Cookies in New York City.
Social media sites can drive tons of sales during the holidays, as long as you have images that are both beautiful and smart. Instead of relying on stock images from wholesalers, try to put together a file of your own seasonal images that can be shared over Facebook, Pinterest and Instagram. This can be a great way to showcase lingerie sets, outfits and accessories all in the same place as well. Try to put your own unique stamp on your merchandise, rather than using the same images that every other boutique does.
4. Don’t forget to showcase classic lingerie alongside thematic or seasonal pieces.
Above: Foxy Lace Corset from the Vivica A. Fox collection for Curvy Couture.
Let’s face it: you either really love dressing up as Mrs. Claus during the holidays or you really don’t. While many people love seasonal lingerie in bold red colors, some customers just want something elegant and luxurious. Customers tend to splurge around the holidays, so make sure you have higher priced items for all tastes and styles on hand to spotlight alongside your more seasonal offerings.
5. Don’t forget about the men.
Above: Blackspade Menswear.
Men’s lingerie is booming right now, especially as more wholesalers come out with great designer boxer options. There are lots of great gifts for men, whether it’s a robe, a high quality boxer gift set or a pair of classic tailored pajamas. If you carry underwear for men, don’t forget to include it in you marketing plan!