5 Ways Brands Can Support Retailers This Holiday Season

After the past year and a half of economic uncertainty, retailers and brands alike are getting ready to gear up for the holiday shopping season. For new brands, that also means expanding retail partnerships, but competition is fierce.

How can brand owners get retailers interested and excited to carry their products? Read on for some pandemic ready tips for marketing this holiday season!

Before COVID-19, most brands would focus holiday marketing efforts on in-store tastings, events, and hyperlocal initiatives like point of sale and point of purchase displays. However, with today's consumer choosing what they want to buy before they ever get to a store or buying online for delivery or pickup, brands need to a) get the word out before a consumer is ready to buy, and b) make sure they're targeting a broad audience in multiple markets.

Shifting to a direct to consumer approach may seem daunting, but in reality, this approach will build direct relationships with customers, support retail buyers in new markets, and move a brand further up the consumer buying cycle. When a brand can prove their value early and often, the customer's reason for buying from that brand becomes more obvious, and a competitive shelf position is gained.

These same marketing and brand building techniques are also very helpful when implemented to support holiday retail sales.

Here are five methods that the most successful brands use to stay top-of-mind and support sales at the shelf:

1. Create a Brand Narrative that Connects

Try test marketing a brand or product narrative against competitors in the same category, and determine how and why someone would choose Brand A over Brand B. Then, create a content strategy that supports that message. If the category is crowded, it's worth noting that the brand narrative will need to connect with multiple touch points for specific consumer targets. Translation: have more than one reason for them to buy your products, and remember that the more useful your product is, the more value you bring to the table!

2. Develop a National Public Relations & Communications Plan

Statistics show that raising brand awareness early and often in the buying cycle increases the likelihood of purchase. National media also creates credibility, and frequently can trickle down to local outlets, attracting customers, retailers, and distributors in other markets! Gift guides and other earned media outlets recommending your products can drive traffic to online retailers, and also support brick and mortar locations carrying your brand.

Last spring, our clients reported an increase of 50% for the second quarter, and an overall increase of over 40%, primarily because of the push for ongoing brand awareness.

3. Support with Strategic Social Media Planning

Creating consistent, high quality content when and where an ideal audience ‘lives’ can support sales, and provide consumers with inspiration on how and when to use a brand’s products. It also ties into step 1: giving voice to your 'unique value proposition'.

Reaching customers and engaging with them on social media can also be much more cost effective than other advertising, and make them feel valued by your brand.

4. Seek Out Partnerships and Social Giving Opportunities

Partnering with brands and businesses either in different categories of your same industry, or in different industries but with similar customer targets, can help to amplify brand reach and grow a brand's audience. According to Nielsen, over 80% of consumers say they prefer to buy from socially responsible brands; it’s also an authentic way to stand behind a cause while raising awareness.

5. Run Targeted Social Media Ads

Understanding a brand’s core audience(s), their interests, and which platform their consumers prefer to use can provide insights and engagement that will support the brand in the market. For brands that sell direct to consumer, social ads can be a powerful sales tool, as well.

Brand owners, what marketing tactics or tips have worked for you to support holiday retail sales? Retailers, what do you look for in a great brand to sell for the holiday season? We'd love to hear in your comments.