The festive holidays are just around the corner. The holidays are without a doubt one of the busiest times of the year, on top of that, it is also the season where everyone feels a little more comfortable with spending more. This is why it is so important to be on top of your holiday marketing!
Let us explore some of the key dos and don’ts to guide you this year
DO’S:
START EARLY
Again, the festive season is the busiest season of the year especially for retail and FMCG brands. Consumerism is at its peak during this season and you need to take advantage of that! The first step is: planning, ASAP. Come up with a crisp marketing and promotion strategy and then commit and execute aggressively. The reason why it is better to start early is because there will be so much noise on timelines, on the streets in the media that you will need to be extremely unique to stand out.
BE MORE PERSONAL & CHEERY
While maintaining a consistent brand voice is crucial, especially for B2B businesses, the holidays provide a unique opportunity to let loose and connect with your audience on a more personal level. Don’t be afraid to break the mold and add a touch of warmth and cheer to your holiday messaging.
Finding a balance between festive and “relatable” can be hard but once you find that sweet spot you should be able to successfully market your brand while also building a stronger fan-base. Here are some good rules to reference to keep your content both personal and festive:
• Don’t complain OR publish negatively oriented posts.
• Don’t share struggles or challenges.
• Shelve the serious advice until next year.
MAKE RELEVANT OFFERS
Businesses often copy each other’s promotions, assuming that what works for one will work for all. However, during the holidays, when competition is fierce, brands need to stand out with unique and relevant offers. Luxury brands, for example, should focus on experiences rather than price cuts, while price-sensitive markets may respond better to discounts.
EMBRACE MULTI-CHANNEL MARKETING
Diversify your marketing efforts across multiple channels, while tailoring your message to each platform. Remember to leverage the power of festive storytelling to engage and connect with your audience. Utilizing more than one channel will help you to beat the noise and stand a better chance to catch your audience in ideal times and places/platforms. Not however, that multiple channels do not necessarily mean all channels.
Pick your most effective 2 to 3 channels and double down on the efforts for example, a combination of social media and radio or events and social media and so on.
DON’TS:
DON’T OVER DO IT
While it’s essential to share your holiday offers widely, be mindful of frequency and avoid overwhelming your subscribers or followers. Do not bombard your audience with excessive promotional content. There is a thin line between providing value and becoming a nuisance so don’t go over top with your advertising, don’t spread yourself thin, and don’t annoy your clients. Be mindful of what and how much content you are putting out there. Too much advertising and too much “sales-y” talk can be overwhelming and drive customers away.
DON’T IGNORE ANALYTICS
Don’t fail to monitor and analyze the performance of your holiday marketing campaigns. Keep a close eye on key metrics such as click-through rates, conversion rates, and ROI. This data can help you fine-tune your strategy for next season or even enable you to make real-time adjustments as needed.
DON’T NEGLECT SOCIAL RESPONSIBILITY
Avoid using insensitive or offensive messaging, and instead focus on heartwarming messages that align with the values of the season. By doing so, your business can create a positive association with your brand and increase brand loyalty.
Effective holiday marketing can be a game-changer for your business, but it requires careful planning and execution. By following these dos and don’ts, you can maximize your holiday marketing efforts, connect with your audience, and create a lasting positive impression that extends well beyond the festive season. Remember, the holidays are a time of giving, and your marketing should reflect this spirit of generosity and appreciation.