Christmas Prep
Published: 07 March, 2006
1 Plan in advance - Christmas is a team exercise that should be planned. If you are looking to involve sponsors this should be thoroughly researched and a dialogue needs to be started early - possibly up to 18 months before.
2Be committed - to the Christmas campaign -it can account for 30% of your retailers' annual turnover.
3 Invest wisely - The Christmas experience, internal/external decorations, staff training, the Christmas marketing campaign, should be properly funded. But question everything to ensure a return on the investment.
4 Be consistent - ensure that the campaign is clear and uses the same imagery throughout.
5 Use endorsements - by the retailers, customers and the media (we invited all our retailers who target families to "Santa's Winter Wonderland at the Mall" - they became our best ambassadors).
6 Create impact - it's a total experience from decorations, events (involving charities and the local community) and the grotto to a real ice rink. This is a performance that should have energy and verve.
7 Make it fun - the aim is to stimulate customers' emotions, encourage them to purchase gifts, tell a friend and make a return visit.
8 Measure It - prize draws, competitions, footfall, retailer sales, car park usage - if you can't measure an activity don't do it.
9 The practicalities - extra security staff, appropriate licences, storage etc. - your Christmas extravaganza will not function without them.
10 Make it convenient for shoppers - extended opening hours, gift cheques, online booking etc. - tell the story of Christmas at your centre, but keep it simple.
