5 Top Holiday Promotions to Market Metro Detroit Businesses

Did you know October is the new Black Friday? Nowadays, 50% of consumers kick off their holiday shopping before Halloween. This means holiday promotions start earlier than ever.

For business owners in southeast Michigan, it’s a golden opportunity — and a growing challenge. That’s because making the most of the season now requires more lead time on making your marketing plans.

Whether you sell products or services, navigating the holiday landscape takes time and effort. In nearly 40 years of serving metro Detroit, Zoe Marketing & Communications has helped. Our sister company, Metro Parent, targets holiday promotions to a highly local market.

Letting the right customers know you’re here for their buying needs is essential. In this blog, we’ll cover the biggest concerns of holiday shoppers from Auburn Hills to Ann Arbor — and five top tactics to connect with them:

• Social media ads and livestreams
• Traditional media (print, TV and radio)
• Streaming video and radio 
• Daily deals (i.e., discount websites)
• Targeted email marketing

You’ll end up with a strong sense of where to invest your local holiday marketing budget. And you can confidently start making decisions that work best for your business.

What metro Detroit holiday shoppers are thinking about in 2023

It’s essential to understand the psyche of your ideal southeast Michigan customer. First, and most significantly, they’re bargain-minded. After all, inflation is still a very real concern. A 2023 Numerator survey on holiday spending found:

• 67% of people plan to buy holiday items on sale
• 48% of people plan to buy fewer items
• 47% of people plan to use more coupons

That means compelling discounts and deals are what it takes to draw shoppers’ attention.

Whether it’s 10% or 40% off, the key is to make it targeted and time-limited — and speak directly to customers’ sense of value. But be mindful not to increase your prices before slashing them; it’s dishonest, and you’ll lose trust if they people out.

Plus, remember, folks are shopping earlier. Amazon has even jumped on the trend by offering a second Prime Day in mid-October.

So start dipping your toes into holiday marketing by October, to get a jump on your competition. By Nov. 1, aim to be all-in. Some businesses run campaigns up to Dec. 24, especially if shipping time isn't a concern.

5 top holiday promotion ideas to reach southeast Michiganders

Now that we’ve set the stage, let’s explore five effective tactics for holiday promotions. They include social media ads, traditional media, streaming media, daily deals and email.

1. Social media ads serve up high-engagement deals and live shopping

Facebook and Instagram, in particular, are valuable tools for pushing out discounts. Start by using social media ads to spotlight deals on specific products or services you offer. Consider running a "12 Days of Christmas"-style campaign, for instance, with ads and organic posts highlighting a different bargain daily. Possible ad messages could include:

• “Celebrate the Season of Giving with 20% Off!”
• “Unwrap Savings this Holiday Season — for Everyone”

Or try live shopping to showcase a variety of deals. This tends to work best if you’re selling physical items. Hosted by your team and lasting 30-40 minutes, these QVC-esque livestreams show off your best holiday offers. 

Drop livestreams at consistent times. Also, promote live shopping “events” in advance to get maximum reach with Michiganders.

2. Traditional print, radio and TV gives more visibility across metro Detroit

Traditional media still holds significant sway in holiday promotions, especially in local markets like southeast Michigan. The idea is to capitalize on their deals to showcase yours.

Daily newspapers and regional magazines may publish holiday guides with related advertising. Local TV stations also often offer holiday options. And traditional radio delivers ads and chances to sponsor show segments for extra branding.

The perks? Your ads get more frequent play and ride the coattails of more extensive holiday-focused campaigns. It puts you in front of a broader local audience.

3. Streaming media is aligned with precise Michigan prospects

Streaming media ads are strong performers in targeting your ideal customers. These include both video and audio platforms. A few examples: 

• OTT, or over-the-top: Delivered “over the top” of traditional satellite or cable. This on-demand content is accessed via Roku Stick, Apple TV, Amazon Fire and more.
• CTV, or connected TV: These devices connect to the web to stream videos. Gaming consoles, smart TVs and digital media players are examples. 
• Streaming audio: Audio ads run on platforms like Spotify, SoundCloud and Pandora. Some allow visual ads or videos to run concurrently.

A big perk of streaming media is its ability to target specific metro Detroit demographics, down to the shows they watch and the content they listen to. You can hone in on the audience that’s most aligned with what you’re selling.

These ads can also have direct calls to action, or CTAs, that are clickable or scannable via a QR code for fast access to your offer.

4. Daily deals deliver sales directly to potential buyers in metro Detroit

Another potent solution is daily deals through websites like Groupon and LivingSocial. Don’t forget, 47% of people plan to use more coupons. And these limited-time discounts are essentially digital coupons.

Daily deal platforms target customers’ data such as location, past purchases and browsing history. Deals get promoted on the platform’s website, mobile app and emails. Customers buy the deals as vouchers, which they redeem at your business.

Experiential gifts are popular, with 77% of Americans saying they’d prefer an experience to a physical gift. That means these deals also perform well for service-based Michigan businesses like restaurants, spas, rocking climbing centers — you name it.

5. Email marketing hones in on your best southeast Michigan customers

Finally, targeted email marketing is a powerful tactic that lets you target people based on various demographic details. It also lets you retarget those who click to your website but don’t buy.

This paid tactic goes beyond your in-house list of email subscribers (though it’s also worth marketing to them). For instance, you can target last-minute holiday shoppers or even high-end jewelry buyers in the metro Detroit region.

Keep your email messaging simple, direct and focused on the discount to create a sense of urgency. 

Next steps for holiday promotions in the Motor City and beyond

The holidays are critical for businesses in metro Detroit and across Michigan. With the right mix of social media, traditional and streaming media, daily deals and targeted emails, you can maximize your reach — and revenue.

Ramping up holiday promotions can be challenging. Need support? Talk to us. Zoe and our experts at Metro Parent are ready to create an October-December campaign for you.

In the meantime? Whether you’re doing holiday advertising or not, be sure you have a year-long marketing strategy. Explore these articles to learn more about two key components: 

• Why multichannel marketing or layering tactics is important
• The different types of social media ads and how they work