The new IKEA print catalogue is hitting the stores this week, and with its fresh evidence for the huge value brands place on paper. But it’s not just the Swedish furniture giant that’s putting its trust in print. The first couple of weeks of September is a momentous time in the lives of millions of homeowners around the world. Whether they want to completely redesign their homes, installing new kitchens or bathrooms, or just want a few extra bits of storage, early September marks a new beginning thanks to the arrival of the print version of the world’s most popular catalogue. The moment the IKEA print catalogue drops in the furniture brand’s 424 stores across the world marks an annual triumph for print. You should know the figures by now: 180 million copies, 283 pages, 72 different versions, 29 different languages. IKEA understand that the catalogue is their single most important piece of marketing – that’s why they devote 70% of their marketing budget to it.
The final push of the Holiday season is quickly approaching! Can you believe that Thanksgiving just under a week away?! By now, most of your Holiday catalogs are already at the printer and on their way to mailboxes, but that doesn’t mean you should be sitting back and waiting for the orders to roll in. For many retailers, this is the most significant time of year. Making sure that your channels are firing on all cylinders is essential in having a stellar season. In this article, I’ll provide my top 10 strategies that will help you cross the finish line this holiday season.
- Black Friday Arrives Early: If you are planning on only promoting on Black Friday, unfortunately, you will be behind the promotion window. Many retailers scheduled their Pre-Black Friday weeks ago! Instead of sitewide promotions, you can select categories with high margins and sufficient stock positions to create specific category sales.
- Consistency Across All Marketing Channels: If you’re mailing catalogs or direct mail during the Holiday season, make sure all your digital marketing efforts sync with print. Featured covers, an inside spread, back cover, and other merchandise efforts should feature prominently on the website and across digital retargeting efforts, especially during the in-home window of those mailed pieces.
- Promotions Are in Sync: Ensure that all of your promotions are the same or similar across marketing channels. There is nothing worse than simultaneously receiving one offer via email and receiving a different one through retargeting efforts.
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