Updated: Dec 25, 2021
By Spencer Hadelman Oct 19, 2021,07:00am EDT Source: Forbes
Photo Source: Unsplash, Freestocks The holiday shopping season is coming up fast, and the madness will begin before we know it. Timing is crucial for brands when it comes to marketing tactics this time of year. It’s never too soon to start thinking about how to leverage the holiday fever to maximize the impact of your campaigns. More than ever this year, getting a head start on your marketing campaign is key to a successful strategy. There are always shipping delays around the holidays, but with the added complications from a global pandemic, you must factor in the supply chain issues that many brands are facing as well. While you typically have shoppers that wait until the last minute, this year many consumers are shopping earlier, which means that your marketing plan should follow suit. You’ll always have those consumers that don’t get a head start on shopping. In that case, you need to think strategically on how to get them to be more proactive with their shopping — without being pushy — to avoid any negative feedback from delayed deliveries that may be out of your control. Create a real reason to buy early while avoiding false urgency. To do this, honesty may just be your best policy. Many consumers know that deliveries may be delayed during the holidays, but with supply chain issues, this problem may be amplified. If inventory is low on a product, let the consumer know by highlighting in your messaging the number of items left. Capturing your audience’s attention within the first few seconds of an ad — whether on television, Instagram, Spotify or other platform — needs to be a top priority. We’ve all become numb to ad content and just scroll by or tune out unless it’s something that is carefully crafted specifically to our interests that stands out. Back to my point on not being pushy. You must know when too much is too much. Holiday marketing can easily be overdone, landing your email promotion in the trash folder or “unsubscribe” list. Successful emails and sponsored ads are ones that are creative, add value and spark initial interest. Less is more when it’s done right.
So, how do you know if you’re on the right track? Here are some tips to consider: Don’t overcomplicate it. Don’t use this time to experiment with a new brand persona. Keep your brand ethos in mind and always come from a place of authenticity.
Make it feel personal. Make the messaging feel like a personalized experience. Leverage something unique that you know about your target demographic instead of going with a mass holiday marketing approach. You can learn more about your demographics by tapping into your site analytics. Hiring an outsourced firm to do market research is another option if it’s within budget. You can also use credit card data from third parties to see other products that your customer has purchased.
Collaborate. Collaborating with other brands is another way to boost awareness — if the consumer is getting something out of it. Giveaways and promotions with a like-minded brand are great ways to pique interest. The PGA of America did this by tapping into Steph Curry to help promote its Junior PGA Programs. BMW and Louis Vuitton’s partnership for the BMW i8 and LV luggage was another creative idea that gave luxury consumers a package purchase option.
Give back. With the holiday season comes increased generosity. Teaming up with a cause that resonates specifically with your brand and customer base is a great way to engage with the increasingly socially conscious consumer. A great example of this is Bombas. This brand is at the forefront of the one-for-one movement. For every item purchased, Bombas gives an item to various non-profit partners and organizations dedicated to helping at-risk communities.
The holiday season can either boost sales or fall disappointingly short. This year, more than ever, a creative and strategic game plan that starts early is the best way to set your business up for success.
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