Ready or not, the holiday season is fast approaching. For retailers, whose shelves have been stocked with Christmas items for weeks now, this is no surprise … though it may be catching the rest of us off-guard. In any case, for marketers, now is the time to start planning your holiday campaign.
You aren’t the only one planning a holiday marketing campaign this year. Chances are, your competitors are doing the same. The trick is to stand out in a crowded field through distinctive messaging.
The ingredients for a successful holiday campaign are pretty simple: you need to craft a message that appeals to your target audience’s emotions and blend that with the beauty and magic of the holiday season. Do that, and you’ll have created a powerful and timeless campaign that will pay off in dividends year after year.
Here are some tips to put together a successful holiday campaign.
- Start early. The sooner you prepare for the holiday season, the better positioned you’ll be to maximize your return. Black Friday gets all the buzz, but many shoppers start buying gifts much earlier. If you can beat your competition to the punch, you’re likely to be rewarded.
- Choose a feeling to convey. Are the holidays merry and bright? Full of joy? Comfort? Laughter? Pick an emotion, any emotion, and run with it. Be consistent with the words and visuals across all channels.
- Hold off on the sales pitch. Wait…what? This might sound like bad advice, but the most successful seasonal campaigns have been based on the feelings they create. Sales and leads are great, but it’s better to concentrate on how your customers will feel this time of year. Focus on storytelling and promote family and togetherness, which is really what the season is about. Emotional marketing like this helps you stand out in a sea of generic ads and resonates better with your audience.
- Spread your message across all platforms. Don’t just throw together a single ad and be done with it. Target your audience through your website, social media channels, search and banner ads, newsletters, direct mail—even your product packaging if applicable. The more outlets you utilize, the better your sales will be!
Emphasize your core values. Authenticity is a driving force for millennials and other younger shoppers. When putting together a campaign, try focusing on a holiday characteristic that matches one or more of your company’s values. This helps promote brand awareness and fosters a sense of loyalty.