The holiday season starts early for marketers. Retailers order merchandise months before customers think about their gift-giving lists. Agencies shift into planning mode soon after Labour Day weekend. Downtown business associations, chambers of commerce, and radio and TV stations start working on Christmas promotions long before the fall colours arrive.
This early jump on things can be a recipe for Christmas burnout. Here are a few ways to avoid becoming the Grinch.
Plan early & prioritize - Early planning can feel like we’re leapfrogging ahead to the Christmas season, but having as many details taken care of ahead of time pays off when the schedule speeds up. Attaching priorities to tasks when you’re able to be objective allows you to make quick decisions later if something has to give.
Be realistic - The early stages of planning should be full of inspiration and aspiration. Let the ideas flow! Then, go back and be realistic about the risk and reward of each element and what you and your team can execute without adding unnecessary stress or burnout. You might decide every piece of the plan stays, but it’s worth considering if they should.
Expect a few surprises - Expect the unexpected and control what you can. The most meticulous planning still doesn’t guarantee there won’t be a few bumps. Head into the season knowing this, and you’ll be less likely to get rattled by any surprises.
Hand off some of the work - A full-service media company can take a large amount of the workload, which can be a lifesaver particularly when your team is already stretched thin. This partnership can also keep the different campaign elements cohesive and provide incentives to make your budget go further.
Automate - Letting technology do some of the lifting means less for you to manage when you’re at your busiest. Schedule social media posts and digital ads, so you can stay in your customers’ feeds during this important time without having to post everyday.
Balance - Do your best to fit in some fun. It’s common for cynicism or even a bit of dread to creep in, but including some of the magic of the season can help sustain your spirits.
Communicate - Keep your team on the same page with communication that’s crystal clear. Track the status of tasks, put updates on shifts or events in a central place that everyone refers to, and be sure to mark the milestones.
Celebrate the wins - You pulled off that big event, your team overcame a hurdle, you broke last year’s record, or an employee did a great job handling a Grinch-y customer… Watch for chances to celebrate the wins and boost morale.
Post-mortem - When it’s all over, it’s tempting to leave it in the rearview, but it’s worth taking a look back. What went perfectly, what would you do differently, and what will you definitely do again? Whether it’s a full-blown report or just some notes for yourself, record some details to refer to when planning comes around again.
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