Let’s face it. Seasonal interests drive consumer behavior in December. Topping the list are financial constraints, time constraints (getting it all done!), and the challenges of gift-giving. Not far behind is health and fitness, though many will push that concern to January.
How can you stand out above all the holiday
Here are some of the best ways we’ve found to capture attention this holiday season:
- Help with the Holidays. If you can be parents’ hero during this busy time, you’ll score loyalty points. Check out this blogpost with 5 ideas for helping them create the magic of the season.
- Pre-2017 Specials. Take advantage of those New Years’ resolutions with Early Bird Member Registration. Throw in a contest to win highly-coveted gear and you’re all set to lock in early registrations.
- Gift of Programs or Membership. Make gift certificates available and promote them as the perfect holiday gift. Grandma would LOVE to send Billy to swim lessons this winter and give Mom that yoga class she so desperately needs.
Check out this blogpost if you need some messaging ideas to promote the gift of experiences. People will be shopping all the way up to December 25th.
- Organization pride. Nowadays young people are used to posting, tweeting, snapchatting and wearing their interests. The power of social proof is in the hoodie. Targeted communication to encourage merchandise as holiday gifts not only builds brand loyalty but also encourages peers’ interest in your organization or program.
- Introductory Offerings. Take advantage of school breaks to offer short, introductory classes, programs or gift-making workshops to help parents who are looking for short-term activities for their kids while they work. The low-risk component could appeal to parents hesitating to commit to an activity they’re not sure their child will enjoy, and earn you a long-term customer if they do!
- Greetings. A personal touch the old-fashioned way–with a holiday or New Year’s card or e-card–will show your members you value them. If you want to take it to the next level, consider a holiday “gift” for your participants, such as a goodie bag, bumper sticker or other appropriate token of your brand.
- Promote a referral rewards program. Offer current families a discount for referrals. Send a communication around the holidays when families are getting together and spending quality time. An expiration date on the offer will help create urgency.
As you know, good businesses that serve the community understand it’s all about relationships, and keeping up relationships takes work – year round. Each member and customer has a go-to reason for working with you – Perhaps it’s your state-of-the-art gym, that awesome middle-school soccer program or summer day camps.
Whatever it is, and whenever it happens, remember to use the holidays to keep ALL members engaged. Holidays are the time for giving, connecting and expressing gratitude. What better time to show you care about your customers than right now.