Tips for Bringing Home Your Holiday Ads
Holidays provide an opportunity for businesses to capitalize on the inevitable shopping fervor to end the year strongly. What you should consider, however, is that it isn’t just the last month of the year where you can gain an advantage. Many people start gift buying early, so you must start planning your marketing several months ahead. Your objective is to gain customers’ interest and have your brand be top of mind when it is time to purchase.
A holiday campaign is an excellent way to increase web or foot traffic to your storefront. You can use many techniques and mediums to remind everyone to shop early. By planning, you will be ready to reap the benefits of your work in higher sales and greater ROI. Observe the following best practices to implement your holiday campaigns successfully.
Cater to Your Target Audience
When planning your content, remember to keep your target customer in mind. Make your holiday themes attention-grabbing and unique while staying true to your identity. As you match your brand messaging to the holiday, consider your ideal customer’s values.
For instance, if you offer bespoke luxury goods, your repeat customer base looks for recognizable brand names, exclusivity, availability, and white-glove customer service, not necessarily steep discounts. Those same customers may be more interested in your products and services and less into the holidays so you might take a more subtle approach in your holiday messaging. However, if your target audience is heavily into celebrating the season, lean into that by making your ads more holiday-centered.
Focus Your Campaign Around a Theme
Themes are your friends! Make your marketing messages more cohesive by having a theme that makes your brand instantly recognizable, regardless of platform. Lexus started a popular theme with automakers when they initiated their annual December to Remember campaigns featuring luxury vehicles with big red bows. Another memorable one is from Hershey, portraying their kisses ringing like handbells playing “We Wish You a Merry Christmas.”
Landing on a theme requires defining your audience, goals, and offer. Basing your offerings on your interests and those of your target audience is a win-win formula. If, like Lexus, your products are big-ticket items, you’ll want to take notes from them and focus on the value of the once-in-a-lifetime experience of surprising your loved one with a splurge. If you want to move products before year-end inventory, you may want to appeal to more budget-conscious buyers who will appreciate the discounts.
Personalize Your Marketing Materials
Customize your marketing materials for the season and the audience. Small businesses can develop a personalized, authentic voice that directly reaches audiences more easily than larger entities. A good rule of thumb is always to create a message of positivity surrounding the holidays. Use email marketing or social media engagement to create a more meaningful tone in your materials.
Launch Marketing Across Platforms
Holiday marketing campaigns benefit from being featured on multiple platforms, particularly when maintaining a consistent, cohesive brand message. Using radio or audio spots reinforced with digital ads is a highly effective strategy that works together to make each more impactful. Listeners pay attention when they hear their favorite radio personality talk about their experience with a business. Following that up with a digital ad makes it more memorable and encourages action by keeping your brand at the forefront of people’s minds.
Create Items and Promotions Around the Holidays
The holidays are the perfect time to develop a product line based on the season. Popular holiday products may include unique candle scents, coffee flavors, or items sporting seasonal colors, patterns, or characters. Unique offerings incentivize customers to visit your store or site, whether you implement in-store deals, online promotions, or coupons sent directly to your customers. It also never hurts to remind your customers that availability is limited, so they must act quickly to take advantage of the promotion.
Make Your Holiday Campaign One for the Ages
Choosing the right strategy for your holiday campaign holds up to the test of time. After all, how many people grew up seeing the television ads at Easter with a rabbit making chicken noises? Without any other explanation, chances are you instantly remember that it is for Cadbury eggs. The same is true for the polar bears and Coca-Cola at Christmas.
You are already on the right track when you take the time to understand who your target audience is and what they value. Crafting an effective holiday campaign requires focusing on a theme, aligning your goals with your customers, and keeping your brand voice and offerings consistent across platforms. The good news is that you don’t have to do it alone or waste time with trial and error. Consider choosing an experienced media partner to implement a winning strategy.
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