OND – My Favorite Season
As my Outlook calendar clicked over into September this morning, I realized that my favorite time of the year is officially around the corner. OND is the shorthand for October, November and December. Also known as Q4. This season combines all my favorite things; harvest, pumpkins, Thanksgiving, and of course, the holidays. Are you ready for this critical season for your business? You will be once you read these 3 ways to stand out this OND and how to get your holiday programming on lock.
1. Get the Jump on Holiday! It is never too early to start your holiday sales strategy. Pull together your email campaign calendar, wine offerings and packaging needs. Order your gift boxes asap if you don’t have any on hand. Pro tip - pick an evergreen design so you can pivot and use them after the holiday season is over for other gifting promotions. Schedule your holiday photo shoot in July and come October you will be ready to roll out your corporate gifting options when gatekeepers are making key decisions.
If this is your first year for holiday programming, aim to start small. A ‘catalog’ can consist of a fold out tri-fold brochure. You can take your own pictures, hire a freelancer or use an outside resource like Outshinery. Aim to offer at least 5 different gifting options, in a variety of price points. Give your packages creative names and use the same content on your website and emails.
2. A Gift for Every Reason. Given the events of this year, I anticipate holiday gifting will be huge. Companies cannot host in person holiday parties and entertain clients like they used to. That existing budget will shift into elaborate gifting programs that could include food, wine, and at home experiences. Provide the solution and assemble memorable gifting packages that will wow the recipient.
Consider a partnership with a local culinary partner like Truffle Shuffle or Cowgirl Creamery. These artisan food purveyors are experts at gifting and shipping their products across the country. Let them handle the food item logistics while you focus on flawless execution of wine delivery. Ask to leverage their email list for your offerings, therefore expanding your reach to new consumers.
3. #unboxingwine. The unboxing trend (videos of people opening boxes of goods delivered to their home) is all over social media. Get in on the fun by leveraging your wine delivery experience. Plan your shipments with the unboxing experience in mind. Packaging matters. Consider tissue wrap, custom boxes and branded tape to seal boxes. All these small details add up to a big impact.
What elements can you include inside the box for a surprise and delight element? Can you insert a handwritten note card into every box? A personalized envelope with the clients’ name? Once you have carefully considered the opening experience, film a shipment from your winery being opened. Post with your winery hashtag and #unboxingwine. Encourage your members and clients to share the same and repost when they do!
For additional OND resources check out Erica Walters’ post on this timely topic. I encourage you to jump into holiday and get planning!
Where are you with Holiday 2020? Are you just starting or is it ‘done & dusted’? Drop a comment below and let me know!
