You see, as people wind down from the hustle and bustle of their everyday lives both inside and outside work, there’s actually more time for browsing online and they’re often actively seeking special deals and offers. What’s more, consumers are more receptive to marketing messages because of the increased feelings of camaraderie and a general sense of all being well with the world that the holiday season and a bit of warm sunshine induces.
Strike the right chord
Christmas is, of course, the season of goodwill and so create a holiday marketing campaign that resonates with those values and you’ll be on to a winner. Most people like to think that their purchasing decisions are entirely rational, but the truth is our emotions play a big part in the decision-making process. A campaign that draws on the Christmas themes of home, family, friendship, celebration and thankfulness will create an emotional connection with potential customers that’s entirely in keeping with the season.
Make it fun and interactive
OfficeMax set the bar high with their ‘Elf Yourself’ social media campaign that saw 193 million visits to their website. With just a few clicks, a person can put faces on dancing elves to create customised ecards. It’s a simple but highly effective and fun approach that caught the imagination of consumers. Online platforms, in particular, lend themselves to countdowns, contests and games. However, don’t underestimate the power of email and traditional forms of advertising when reaching out to customers and tempting them in with your in-store deals as well as online promos.
Make your campaign shareable
The most successful campaigns are the ones that are easy to share – again the OfficeMax campaign is a great example of the power of sharing. What’s more, research tells us that when it comes to making purchasing decisions, an amazing 74 per cent of consumers rely on word of mouth as the top influencer. When someone receives your campaign from a friend, it therefore means so much more than seeing it in a commercial or Facebook ad.
Create a consistent experience
Multi-channel marketing is the norm for most businesses these days. But it’s essential to ensure that whatever channel you’re using, the same consistent messages are coming through. And this goes beyond mere branding and colour choice. The deals you’re offering should also stay consistent. Your staff should be trained to fully understand your individual deals, online-only offers and any restrictions that may apply.
When it comes to creating a memorable and emotional connection with customers, the holiday season is the perfect season to do so. Not only are consumers more receptive because of the general feel-good factor that is evident over Christmas, they are also often actively looking for special deals and promos, which makes for a killer combo.