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Musings on Marketing It's Always Something... October 2007
Ramping up for the Holiday Season For retail merchants, "'Tis the season to be jolly" translates into "'Tis the season to ramp up my marketing efforts." If you put it off till the end of October, you've already missed out on some prime holiday marketing opportunities. While traditional retailers are busy stocking their shelves to meet increasing demands, take the opportunity to ramp up your marketing efforts.
Focus on your core offering. Even Santa has to make his rounds to find out what the kiddies want for Christmas. Find out what your customers want, push the items in your product line that are likely to sell most briskly, and by New Year's Day, you'll find yourself jollier than old Saint Nick.
Freshen up your webstore content and design. The holidays present much more opportunity for sales than the anticipated bump in the number of shoppers. They also give you an excuse to freshen up your webstore's content and design. During the holidays, you have Christmas, Hanukah, Kwanzaa... Halloween in October, and Thanksgiving in November. Create holiday specific themes for each of these occasions. Don't forget about other holidays throughout the rest of the year either. These are opportunities to unveil something new to your customers and give them a fresh shopping experience.
Vague up your search engine marketing keywords. When people are shopping for gifts, they generally aren't looking for something specific. All they know is that their nephew likes baseball, so that's what they search for hoping to stumble across something that looks interesting. Consider adjusting your paid advertising to more aggressively pursue general search terms such as "pajamas," "golf," "camping," or whatever you perceive will most effectively drive gift shoppers to your products.
Cue in shoppers with a list of top-selling items. Holiday shoppers often think that when an item is a top-seller, it's a top-seller because everyone wants it. Whether or not the sales of an item accurately indicates how many people really want it doesn't matter. Top selling items, in the minds of consumers, means that something is popular and more likely to be well-received.
Halloween Marketing Lessons 
What can marketing professionals learn from Halloween?
Here are a few thoughts:
- If you want someone knocking on your door, turn on the light
- Be prepared to give something away
- Engage visitors and they will love you
Have fun and remember to add color, creativity, spirit, excitement and commitment when gving that "candy" away.
Source: Michael Stelzner's Blog
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"When black cats prowl and pumpkins gleam, may luck be yours on Halloween" - Author Unknown
Of all the candy sold annually, one quarter of it is sold during Halloween time (September - November 10) making it the sweetest holiday of the year.
Tootsie Rolls were the first wrapped penny candy in America
The number one candy of choice for Halloween is Snickers
There are an estimated 106 million potential treat- or-treat stops (i.e., housing units occupied year- round, per the U.S. Census)
The U.S. consumer spends upwards of $1.5 billion on Halloween costumes annually and more than $2.5 billion on other Halloween paraphernalia, such as decorations, crafts, etc. More than $100,000 of that is said to be spent online
Halloween is the second most commercially successful holiday, beat out only by Christmas
Of the pumpkins marketed domestically, 99% of them are used as Jack-o-lanterns at Halloween
86% of Americans decorate their homes at Halloween
The official Orange and Black colors of Halloween came from orange being associated with fall harvest and black symbolizing darkness and death.
In the movie "Halloween" the mask worn by Michael Meyers is actually the mask of William Shatner painted white
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