Is Your Marketing in the Holiday Spirit?
The holidays are an important time for everyone — arts marketers, too.
Marketing Land reports, “The surge of emotions that accompany the holidays is an ideal opportunity to forge a lasting connection with consumers new and old alike.”
Below, Peter Minnium shares strategies for navigating the pitfalls and possibilities of holiday marketing:
This time of year, more than any other, consumers are listening to their hearts more than their heads. Ads that are clear, direct, and emotive leverage audience engagement and allow your brand to compete in an environment replete with sentimental ads. Prominence isn’t enough to secure a place in consumers’ minds though. Ads that are too complex, or deliver volumes of information, will be drowned out by the emotional tenor of the holiday season. Simple and emotive ads, like L.L. Bean’s #12daysofpuppies campaign, are far more likely to grab and hold attention while driving consistent engagement.
The much-anticipated seasonal favorite features curated images of particularly adorable puppies on the company’s official social media account. Followers are encouraged to share pictures of their own festive pups, yielding a seasonal event that has tugged on the public’s heartstrings for years and kept the brand at the forefront of holiday-shoppers’ minds.
Go back to basics: bring people together
Traditions unite the nostalgic past with the joyous present, giving us a focal point to gather around, to reminisce, and to create new memories. Brands that successfully integrate themselves within these traditions – or develop their own – build salience year after year. Since Starbucks introduced its annual holiday cup designs in 1997, they’ve become an essential part of the holiday season for thousands.
Each winter brings a new design, and with it a new opportunity to collect, critique and – above all – share. Starbucks’ holiday cups have become such an essential part of consumers’ festive experience that the brand has found itself subject to the ire of consumers when designs fail to meet their expectations.”
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