Mariah Carey and Michael Bublé are about to take over the shopping centre sound systems but it’s not too late to give your marketing some love. Custom signage, packaging materials, website updates and engaging social media content can make all the difference.

With customers doing their Christmas shopping earlier than ever, the clock is ticking for small businesses looking to drive more sales (and stay sane while doing it). From creating fun festive content to managing customer expectations, business life’s a lot easier when you plan ahead and use the online tools available.

Marcus Marchant, CEO of design and marketing services provider Vista, knows a thing or two about leveraging the festive season to build your brand. While Vista used to focus predominantly on printing, it’s now the go-to partner for small business owners looking for world-class websites, on-trend social media templates and customised merchandise (think stickers, signs, notebooks, clothes and more) at affordable rates.

As the founder of his own swimwear brand, Bondi Joe, Marcus has firsthand knowledge of what it takes to set yourself up for success for your make-or-break sales periods. We chatted to Marcus about his top tips for to get ahead of the festive season – it turns out some simple actions can yield great results.

Watch: Kochie talks to Marcus Marchant about festive marketing

Post continues after video.

Tip #1: Infuse your brand with personality and a clear ‘why’

Whether you have a physical store or an online business, your brand needs a point of difference if you want it to stand out. Marcus says it’s all about sharing your why.

“People buy from people. Consumers want to know who you are. Is it clear when someone visits your website or walks into your store, why your product or service is so compelling? What’s the story?” Marcus tells Kochie’s Business Builders.

Marcus recommends making your value proposition clear across different touchpoints. “From A-frames and window decals out the front to signs inside your store, you want signage that people see and go, ‘I want to know more. I want to go in’. You also need an amazing website that shows who you are as an owner and social media content that generates interest in your products and service.”

Tip #2: Embrace video content to increase social media conversions

The festive season can be incredibly busy for small businesses so it’s a good idea to schedule your social media content in advance. Video is having a major moment across all social platforms but Marcus says you don’t need a big budget or videography skills to create slick content.

“With tools like VistaCreate it’s easy to make eye-catching videos. Just film yourself, load it up, put a title on the front end and you’re done,” he shares. “Or if you’ve got a lot of still imagery, put your images into a slideshow. You can make videos in so many different ways and it really does help consumers connect and understand your brand.”

Some engaging ideas for festive video content include gift inspiration, gift-wrapping tutorials, behind-the-scenes tours and holiday-themed Q&As.

Make the most of social templates available on VistaCreate. Image: VistaCreate.

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Tip #3: Delight your customers with a custom unboxing experience

If you have an eCommerce business, a custom unboxing experience is a great way to differentiate your brand and drive customer loyalty. Marcus says design plays a crucial role.

“When your product arrives in the customer’s hands, that’s the moment of truth,” Marcus says. “My daughter and I recently ordered some dog treats and they came in a beautiful box with all the business’s branding on it. We opened it up and there was branded tissue paper, stickers and a thank you card. It created an incredibly compelling experience.”

Online shopping is continuing to grow with Australians spending $62.3 billion on online goods in 2021. If you want an edge, a design and marketing partner like Vista can help you design and print one-of-a-kind labels, postcards, stickers and packaging that will make your delivery memorable and build rapport with your customers.

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#Tip 4: Don’t forget the basics like updating trading hours

It may sound like a no-brainer but you need to ensure your customers understand when and how to purchase from you during the festive season. If you’re closed after Christmas Eve or have extended trading hours in the lead-up, remember to update your Google Business Listing, website, storefront signage and social media profiles.

Marcus also advises, “Don’t forget about email. Schedule your emails now so your customers know about your new products, trading hours, and any upcoming sales. Get everything ready in advance so you have it on hand to drive traffic and sales.”

This goes for the Black Friday and Cyber Monday sales periods too, which will kick off later in November. Schedule email reminders before those sales periods so you don’t get lost in the mix later.

“Digital is really important to drive foot traffic,” Marcus advises. “If you’ve got customers that have subscribed to you, emailing them is your first point of call, telling them, ‘Hey, I’ve got a VIP shopper night’ before the big sales start. You know they’ve bought from you before, or they’re interested. So getting them into your store is going to be low-hanging fruit to get that foot traffic and drive sales.”

#Tip 5: Manage expectations through clear communication

No one wants to deal with grumpy customers during your busiest time of the year. If your processing times are longer during the festive season, make sure you include this information as part of the checkout process. Managing expectations is key in keeping your customers happy and your reviews positive.

When in doubt, err on the conservative side with Christmas delivery cut-off dates to allow for unexpected delays. As Marcus reminds us, “It’s about making sure you leave a great first and lasting impression.”

Head to Vista to explore your options and start planning for your most profitable festive season to date.

This article is brought to you by Kochie’s Business Builders in partnership with Vista.