We’re well on the way towards Christmas now, and no doubt you’re super busy on your final jobs, ensuring that families have their brand-new kitchens in place before that wonderfully natural deadline of the 25th December!
But today, I just want to touch briefly on what happens AFTER Christmas.
As we all know, there’s a big rush to get new kitchens installed prior to the big day, but the buying intent kicks back in soon after Santa slides down the chimney.
In fact, over the years, one thing has become very clear to us about kitchen buying dynamics. It starts with a profound trigger…
Hosting Christmas is a big task, made more difficult when your kitchen isn’t ‘just right’. For many people, it’s the big roast dinner that triggers the thought (read: outburst), “That’s the last year I’m hosting Christmas in that Kitchen!”
The period in between Christmas and New Year can be a highly fruitful time to be getting your message out there and talking to people about that new kitchen.
And here’s why…
Mooching around when every day is a Saturday.
The few days between Christmas Day and New Year’s Day are perhaps the most relaxing period of the year for a lot of people, and especially for more independent couples, it can feel a bit like every day is a Saturday.
And what do you do on a Saturday with nothing much to do? Mooch, together!
Add that to the post-Christmas desire to get a new kitchen, and what you’ve got are prospects wandering the street, looking for what you sell! Are you there to greet them?
If you’re going to go to the trouble of opening over those days, don’t keep it a secret! Now is the time to schedule a relatively intensive advertising campaign to capitalise on this narrow window of real opportunity.
Local radio stations and newspapers often have special campaign rates for just after Christmas, plus Facebook and Instagram are definitely worth considering, with a schedule starting from Boxing Day.
And, whether you’re open or not between Christmas and New Year, you can still capitalise on the next window of opportunity…
The ‘New Year, New Kitchen’ concept has been going on for years. That’s what makes January such a busy sales month for many Kitchen retailers.
Good marketing is about entering the conversation that’s already going on in the prospect’s mind. Because plenty of people will be thinking along these lines in January, it’s a given that you need to be targeting them with messages relevant to that train of thought.
So, there you have it – Christmas and New Year for KBB retailers means there’s fantastic opportunities available for you to generate leads and bring prospects closer to a buying decision.
If you want to get off to a flying start in 2019, it’s well worth taking some time now to craft your approaching campaigns. And if you’d like a hand with that, just hit Reply and let us know.
