Ahhh, the festive season. For most kitchen retailers, this means a well-earned rest. Marketing might be the last thing on your mind right now, but opportunity awaits!
You might well be closed during the festive break, but that doesn’t mean your customers aren’t looking for new kitchens.
In fact, it’s quite the opposite – there are three big reasons why you need to be visible during the festive season and into the new year:
“That’s the last Christmas I do in that kitchen!”
Spending time at home and cooking a large meal for lots of people can often be the moment people decide that they need to make a change.
The more time spent in the current kitchen, the more its flaws will be highlighted. In some cases, that’ll lead to people deciding that 2023 is the year they change it up.
“Next year, let’s do this.”
The festive season is also when many family plans are decided, as people have the time to think and talk. And with the page flipping onto a brand-new year, it’s the ideal time to ask the key questions:
Where are we going on holiday this year? What are we going to do with the house and property?
Once those decisions are made, you can bet your bottom dollar that some browsing will begin immediately. So, if ‘new kitchen’ is on the list for 2023, you want them to find you, and fairly soon.
Every day’s a Saturday
During the festive break, every day is a Saturday – a considerable proportion of people aren’t working, which means their attention is up for grabs.
They might not be out on the high streets as much as in years gone by, but they’re on their phones, scrolling, swiping and searching.
So, if you want to get 2023 kicked off with a bang and fill your pipeline for the first half of next year, the festive period and into January is an excellent place to start.
If you haven’t moved on your new year marketing already, here are a couple of ideas, both of which we’re doing with many of our KBB clients:
1. Run a promotion - and boost that promotion on online channels, stimulating enquiries and a potentially increased number of enquiries in the new year.
If that’s not for you, at least…
2. Run a brochure download campaign on paid social media with the message: ‘Thinking about a new kitchen in 2023? Start here.’ You can then actively follow up with those leads into January and February. (In fact, history tells us there'll be more kitchen brochures downloaded in January than any other month of the year.)
Either of these things can be done and left to run during the festive period and through January. Both allow you to capitalise on the increased attention up for grabs AND tap into the narrative of ‘new kitchen for 2023’.
So, before we’re too deep into the new year, jump onto your online channels, and make sure you’ve got something set up that’ll help you fill your pipeline and get you a head start into 2023.
And finally, I just want to wish you a very merry Christmas and a prosperous 2023 from all of us here at Inspire KBB.
