The fourth quarter of the year is a crucial period for business as 20 to 40 percent of yearly sales for small and mid-sized retailers occur in November and December according to the US National Retail Federation. For numerous companies, this period is their last or even only chance to reach their target numbers for the fiscal year.
To meet these targets, companies need to reach out to the public to get them interested to buy their products. Having the right PR strategy for the last quarter is your best bet to make this happen. Here are 5 simple ways you can strengthen your PR plan for the year’s final push.
Pick Your Battles
Competition is tough in the final quarter of the year as every company is expected to go all out to get a share of the large but finite household and organizational budgets. While almost every enterprise is motivated, they don’t have the same demographics. Accurate market segmentation will help businesses find battles that can be won, such as the right media, location, or message to attract new and old customers.
Dangle a Carrot
With finite budgets, the pressure to stretch the peso becomes irresistible. It’s no surprise that coupons are more popular than ever with almost 80 percent of shoppers using coupons regularly. Digital couponing is on the rise because of their ease-of-use and simple integration with social media and email marketing.
For the last quarter, holiday-targeted coupons are popular and effective, especially for products and services that people can’t do without. For example, hotels can offer discounts for All Saints’ Day and restaurants can draw more people with the same technique during the Christmas season.
Influencing the Influencers
Aside from impulse buys, people seek the opinions from people they trust before handing over their cash. Swaying the influencers to your side is vital. Print reviewers are obvious targets of media outreach. However, according to a study by Google, 67 percent of consumers are affected by online reviews.
Due to their increasing importance, bloggers and social media influencers should also be included. A simple but effective marketing method is by offering reviewers gift baskets with products, which they can review on their site.
Share Your Story
Stories dominate the last three months of the year. Each candle lit on a grave or advent wreath has a tale behind it. While families can spin oral tales about their lolo or the last time Santa Claus visited bunso, brands need to take advantage of other media, particularly video.
Videos aren’t just used for expensive TV ads, they’ve become an integral component of online marketing. It increases the chances of likes, shares, and retweets while the word alone increases email open rates by 19 percent.
Experience the Season
The fourth quarter is filled with holidays. From Undas to Pasko, these days signal a time when Filipino culture demands a deeper experience. In today’s digital age, events can offer the meaning that people are searching for. With a little creativity, an activation can share Christmas cheer and Corporate Social Responsibility efforts can display the true meaning of the season.
There are many other possibilities to maximize brand PR during the last quarter. Need help in crafting your final quarter strategy? Send us an email and see how our team can help.