How to market during tax season
The holiday season is well underway and for the marketers hoping to capitalize on the late-year generosity, most have likely already discussed, designed and implemented their advertising strategy. Now it's more of figuring out how to handle what's next: tax season.
Chances are that most customers are tax payers, and as such they will fall into one of three categories: those who owe money, those who don't and those who are expecting a refund. But regardless of what category they fall into, it's a safe bet over the next few months they'll be keeping a fixed eye on their expenses, looking for any number of ways to save money. Marketers can take advantage of this time and design direct mail pieces that help to quell the financial worries of customers.
Pre-return promotions
With a tight grip on their pocketbooks, customers aren't keen on making large purchases during the immediate build up to the April 15 filing deadline. Instead, tailor promotions to work beyond filing deadlines. For instance, offer purchases in advance so long as customers provide proof of a pending tax return. This will give shoppers a chance to spend their returns without having to wait for the money.
Focus on existing customers
Finding new leads during a time when customers are being purposefully frugal can be an uphill battle. Businesses should use this time to focus on targeting existing clients. Not only can the increased attention boost sales, but building stronger ties with customers is a great way to help secure long-term revenue streams.
The gift of time
During the tax season customers from all walks of life will be combing through old receipts and rummaging through files as they figure out which information to include on which forms. It's a complicated process and it can take quite a bit of time if finances demand it. Mailers should appeal to a shopper's lost sense of time. If a product can help save time or mitigate aggravation, highlight it. Additionally, businesses can include promotions offering gift card for stress-reducing activities, such as a day spa, that go along with purchasing their products or services.
Like taxes, putting a wide scale marketing effort in motion takes a considerable amount of precision. Investing in address correction systems can provide companies with a streamlined method for ensuring the integrity of contact information.