As the year winds down for brands, it ramps up for stockists, leaving wholesalers with an opportunity to shift focus from day-to-day operations to strategic planning. December is the perfect time to set the stage for a successful 2025. Here are seven actionable steps your brand can take to make the most of the downtime.
1. Audit and Refresh Your Marketing Materials
Take a close look at your marketing collateral ie brochures, pamphlets, price lists, and sales decks. Are they visually appealing, up-to-date, and aligned with your brand message?
Actionable Tip:
- Update product photography and descriptions for any new launches or changes.
- Add testimonials or case studies from your top-performing stockists to demonstrate success.
2. Map out your 2025 Content Calendar
A strong content strategy will keep your brand top-of-mind throughout the year. Think owned, earned and paid media, where and how would you like to show up next year?
Actionable Tip:
- Plan themes for each month (e.g., “New Year, New Treatments” for January).
- Include holidays, industry events, and promotional campaigns.
- Draft blog posts, email newsletters, and social media posts for Q1 to get ahead.
3. Strengthen Relationships with Existing Stockists
Even if they’re busy or closed, a simple gesture can help deepen the relationship. Afterall, Maya Angelou did say 'people will forget what you said but people will never forget how you made them feel', and a little message of thanks or gratitude goes a long way during the busy period.
Actionable Tip:
- Send personalised thank-you notes or holiday gifts to top stockists.
- Offer a New Year’s incentive, like early access to a promotion or exclusive training.
4. Optimise Your Website and Wholesale Portal
Ensure your digital presence is polished and functional. Everything should flow consistently, from your first brand touchpoint being socials, to the enquiry process, all the way through to repeat purchasing.
Actionable Tip:
- Test the usability of your wholesale portal and streamline any stockist pain points.
- Update your FAQs, order processes, and shipping information to reflect any changes for 2025.
- Add a blog or resource hub with tips for stockists to increase engagement.
5. Plan Your 2025 Sales Strategy
Map out how you’ll approach stockist acquisition, retention, and upselling. You cannot be what you cannot see, and your team cannot see what you have not planned.
Actionable Tip:
- Create a detailed outreach plan to attract new salons and spas.
- Develop a loyalty program or incentives for your existing stockists to increase their order frequency.
- Identify key industry events and plan your attendance or sponsorship strategy.
6. Educate and Upskill Your Team
Empowered teams drive results, so take time to invest in training. Some of the best growth periods happen in the slowest of times. Invest in your team hard during December and equip them with soft skills or other personal development lessons.
Actionable Tip:
- Host an end-of-year strategy session to align on 2025 goals.
- Provide training on new product ranges or sales techniques.
- Invite an industry expert to run a workshop for your team.
7. Leverage Data to Refine Your Approach
Use insights from 2024 to guide your decisions for the year ahead. Rinse and repeat what worked, put in the bin what hasn't.
Actionable Tip:
- Analyse sales data to identify your top-performing products and promotions.
- Survey your stockists to understand their needs and challenges.
- Use insights to fine-tune your product mix, pricing strategy, and marketing campaigns.
Bonus: Plan a January Activation Campaign
January is a crucial time to re-engage stockists and set the tone for the year.
Actionable Tip:
- Offer limited-time deals to encourage early orders.
- Share “fresh start” marketing materials to help stockists promote your products.
- Run a social media competition for your stockists to build buzz around your brand.
While December might feel like a slow period for brands in terms of being on the road, it’s the ideal time to work on your business, not just in it. By taking these steps now, you’ll be well-positioned to hit the ground running in January and make 2025 your most successful year yet.
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