Holiday Planning Workshop – Beginner Version

By Allison

As I was creating the Advanced version of the Holiday workshop, it occurred to me that it might be helpful for you to see what my first two years looked like when I began promoting over the holidays.

Remember that you're taking baby steps as you plan out your long term strategic plan.  I want you to do things that are only slightly outside of your comfort zone and not COMPLETELY out of it.  Let's make a commitment to push ourselves to do more than we did last year.



When you strip away everything, a solid Holiday Plan really only needs to components.

  1. Discount/Up Sell/Incentive to Purchase
  2. Email Marketing

My first year, I only did a sale where I sold more gift cards.  I offered a special discount if they ordered $50 or more.

This was informed by using two emails leading up to the sale.  It wasn't anything spectacular, but it was enough for me to see the potential.


Email Strategy


Once I saw the potential, I decided to up my game a little.  My strategy included three components.

  1. Discount/Up Sell/Incentive to Purchas
  2. Email Marketing
  3. FB Ads

I increased the number of emails that I sent and noticed a dramatic difference.

When you're scheduling emails for a holiday promotion, you need to think about the anticipation of the arrival of Santa and build up the same momentum.  Tease it out and make it sound super special to get people to follow through.

My FB Ad Strategy was also very simple.  I created an ad which told people that I was having a Cyber Monday sale.  The ad directed people to my online store and the coupon code was a part of the ad.

I targeted two audiences.

  • My email list
  • People with an interest in golf within my radius

I spent $50 because I didn't know what I was doing and wanted to be conservative.


Email Swipe Copy

You'll see in my Advanced Version that I have added the feature of a Landing Page.  That's where I'm now driving my FB Ads because it helps to build my email list and allows me to start sooner.

I just want to encourage you to dig deep and try a Holiday Promotion.  It's such an easy thing to do that many of us leave on the table.