You’ve seen it, haven’t you? It isn’t even October yet and stores are already readying their Christmas displays. It might seem a little obnoxious, but there’s a good reason for it: people love the holidays.
Halloween. Thanksgiving. Christmas. New Year. Valentine’s Day. Easter.
What do all of these holidays have in common? They’re all fantastic marketing opportunities for your business.
While some of you may already be sighing, thinking that “aren’t these commercialized enough?” And of course they are, but that’s not what this is about. Your marketing shouldn’t be about fooling consumers into purchasing products or services that they don’t need or want. What this is about is aligning your marketing message and position to align with the needs and emotions of the season.
I know it sounds a bit airy-fairy, but if you tying your message into a particular holiday season you may see yourself grab the attention of a consumer who may have otherwise passed you by.
So look at your marketing materials and plan, then see what holidays are happening around the same time. For example in the USA, Thanksgiving is universally known as a time of giving. Perhaps in your email blasts you can send out 10 tips to giving back during this holiday season. Or in your print advertisement you can give an exclusive discount to those who order before a certain date, then give a certain amount to a related charity.
Also, offering discounts and specials around the December holidays will really grab the attention of your marketplace. While this is not an extremely shocking thought…do you know that many small business owners overlook this? Offer solutions and helpful tips to making it through the holidays – you will be surprised at the response!
This is also where you should be pulling out your marketing list. Just as a reminder, a marketing list is a simple list of all of the marketing activities that you take part in. So for example, this would be a strong marketing list:
- Email Marketing/Blasts
- Google Adwords
- Coupons/Discounts – Flyers
- Social Media Campaign
- Print Advertising
- Press Releases
- Media: Television, Radio, Print
If you look at the activities that you have coming up on your marketing list, see how you could come up with a short-run campaign to capture more interest while making the most of the holiday angle.
At the end of the day, it is good to tap into the emotions of your audience during each holiday season. The holidays tend to be a stressful time for a lot of people. By offering them solutions to their problems, you will not only grab their attention – but you might just grab their loyalty as well.
This might seem like pretty simple advice, but you’d be surprised at how many marketers and brands simply don’t take full advantage of the holiday season. The key is in utilizing the holidays to tap into your audience’s emotions, but to still provide them with something of value.
You can’t just play a Christmas song in your ads and expect anyone to care. Use the holidays to really connect with your audience, and the results can be staggering.
Finally, don’t wait to get your holiday marketing plan ready! Once the holiday season sets in, it will be nonstop for months. Take this opportunity to make a stellar plan ahead of time—you’ll thank yourself in November!