Holidays like Memorial Day bring retailers the opportunity to run HUGE Memorial Day sales and promotions that can’t help but capture our attention.
So why can’t professional service providers get in on that action as well?
Service-based companies could stand to take themselves a little less seriously and learn a thing or two from these product-based, master marketers. So unbutton your top button and listen-up…
Why not take advantage of seasonal shifts, holidays or other opportunities to run promotions? People tend to be listening more/less at certain times of the year so pay attention in order to start using your marketing dollars more wisely. Timing is everything so strike while people are in good spirits. They’re likely to pay better attention in anticipation of a relevant upcoming event – but not when they’re in the throes of tying-up lose ends – by then it’s too late to help.
Know your audience
What do they care about? Have you asked? Do you even know? If your client is billing during the day, what about offering meetings/planning sessions in the evenings? Be flexible. If your client (an Exec) needs to get a project done before summer so they can get on with their family plans, get a clue. Analyze your customer’s buying behavior/trends and promote your services in a way that can help them accomplish their goals – not interfere with them.
Why can retailers run big audacious promotions but it’s frowned upon for professional services? Ask yourself, “What do we need to do to sell more ‘x’ right now?” (fill-in the line of business/service offering). Why not run a just-in-time promotion or a strategic campaign? Is thinking out of the box not your firm’s modus operandi? Take a look at your sales. How are you doing? Maybe it’s time to rethink your marketing strategy.
The ESM Group wishes you and yours a safe and memorable holiday!