Mother’s Day may have only been a couple of days ago but retailers are already starting to concentrate their efforts on the next big event in the calendar – Easter! Even if you don’t sell chocolate or Easter eggs there are still several ways that you can use Easter as a way of communicating with your customers.
Video continues to be one of the most valuable ways for you to interact with your audience and doesn’t have to be expensive to produce. Simple videos with minimal editing often work best to communicate with your customers. For Easter, this year Lidl have created a series of videos featuring their chocolate animals on Facebook. These are simple videos which link up encouraging their followers to watch them all and to continue to their website at the end (click on the videos in turn to see Rusty the Rabbit hop between them). If you don’t sell Easter eggs or chocolate why not create a video guide to the perfect alternative Easter gift guide showing your products as the perfect gifts. What products can you showcase with video?
Whether you have a bricks and mortar store or an online only store you can still create an Easter Egg hunt to encourage your customers to visit. Hide an Easter egg or Easter bunny somewhere on your website and offer a small prize or discount for the customers who contact you to tell you where they’ve found it. This not only increases traffic to your site but also encourages visitors to view more and different pages. If you have a bricks and mortar store as well why not join forces with other local retailers and hide an egg in each of your stores. Either way, promote across all of your digital channels so that customers can see what you’re doing and can get involved.
You don’t have to sell Easter products to make the most of a bank holiday weekend promotion. For most of the UK, Easter is a four day weekend and this can be an incentive to spend so encourage customers to spend with you with special Easter promotions. This doesn’t have to involve large discounts but could be as simple as free delivery with a minimum spend or offering Easter exclusives over the long weekend. Alternatively, why not combine products together to create your own Easter basket for your customers to make an easy purchase. At the least, you should edit an Easter page for your website where your customers can see all of your Easter products together. Not on the High Street have a great Easter page which shows an eclectic mix of different products with an Easter theme. Special offers should be promoted across all of your digital channels including your banner and header images on social media so that your customers can get as egg-cited about your offers as you are!
You can’t talk about Easter without talking about Cadbury’s Crème Egg. With nearly 2.5 million Facebook followers the dedicated Crème Egg Facebook page has 1.8 million more fans than the Cadbury UK page. That is even more impressive when you consider that they post for less than 3 months a year and even then only a handful of posts. Whilst their Facebook page currently reads as an ongoing disagreement on the quality and recipe of the Crème Egg they previously attracted their followers by creating videos and content that really appealed. They also stressed the short timescale and limited availability of the product itself which instantly makes it more desirable – get it now or you have to go (or goo) without.
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