The holidays will soon be upon us in all of their holly, jolly glory, and that means it’s time to dust off the digital Rolodex and start thinking about who’s been naughty and who’s been nice.
When it comes to holiday marketing, there’s no shortage of creative ways to wish your friends well, capitalize on the biggest shopping season of the year, and set yourself up for another successful year. But what makes the most sense for your brand? Here are some things to consider.
Step One: Identify Your Goal
- Do you want to drive sales?
- Are you looking to thank your customers or clients?
- Or are you looking to increase brand awareness?
Step Two: Identify Your Medium
- Direct Mail/Holiday card
- Digital Campaign (email, social, microsite)
- Video Production
- Mobile App
Step Three: Identify The Message
- Do you want it to be promotional or more reserved?
- Do you want it to be fun and quirky or understated and professional?
- What is your call to action?
Step three is the most important as it requires you to understand your audience. Something overtly promotional might come off as tacky to some audiences, while something you see as being “clean and professional” might be viewed as “stock and impersonal” by others.
Identifying the goal of your holiday marketing is the easy part, but the fun part is creating an engaging message that will resonate with your audience and influence their behavior. Whether it’s using direct mail to promote a sale, a mobile app to allow customers to browse special offers, an interactive microsite to create your own holiday sweater, or a video of your staff shamelessly visiting Santa’s workshop, this is your chance to show the world what your brand stands for and share your unique personality.
Whichever route you choose, always keep in mind these important elements:
- #createauniquehashtag
- Make it mobile friendly
- Don’t forget SEO
Separating yourself from the pack during the holiday season isn’t about who buys more air-time, it’s about creating a unique experience for your audience and reminding them of the reason why they should choose your brand.
