Seize the new opportunities to meet the new holiday pattern

15 Dec 2001

MARKETING TIPS

by Ken Mitchell

Gone are the days I grew up with in suburban Melbourne when most of the shops would close for 4 weeks at Xmas whilst we all had a single long family holiday.   Now days our society is comprised of 2 income working couples who take many short breaks including long weekend breaks or a week here and there coinciding with school holidays and mid term breaks.   This leads to a life pattern of such holiday taking.   Many people stay at home and can be targeted for the Post-Xmas sales and bargains during the quiet period.

With the demise of Ansett Airlines flights to the ACT the holiday pattern in the ACT has changed again.   The general downturn of airline travel to and from the ACT including many “lost opportunity” frequent flyer points will mean that more Canberrans will be staying home.   It also means that we will experience less Xmas visitors to the ACT than in the past.   The record holiday bookings of coastal accommodation confirms the “short break” approach and this means more Canberrans will be going to the coast this year for one week and spending the other weeks at home in Canberra.

Businesses should be proactive and seize the opportunity for good Post–Xmas promotions for all manner of sales and gear up for growth in the traditionally quieter January period.   Advertise specials, create new experiences, revitalize your business with targeted promotions aimed at meeting the needs of the many thousands of people who, bored or not, will be cashed up and actively looking for places to go and things to do over this festive season.

Ken Mitchell is the CEO of Australian Marketing & Research Services and can be contacted on 62576677w, or kenmitch@austarmetro.com.au.