Halloween. Thanksgiving. Christmas. New Year. Valentines’s Day. Easter.
What do all of these holidays have in common? They are wonderful marketing opportunities for your business.
While some of you may already be sighing, thinking that “aren’t these commercialized enough?” My answer: absolutely! But that is not my idea here. This is not about commercialization or 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 the emotion of the season.
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! A great example was last year I took a chance and sent out an email blast not of marketing tips, but of holiday recipes that people could try with their families. While, of course, I received some snarky replies, no shocker there right? What was shocking was that 20% of the responses were extremely positive and, throughout this year, the dialogue continued with them week on week!
At the end of the day, it is good to tap into the emotions of your audience during each holiday season. By offering them solutions to their problems, you will not only grab their attention – but you might just grab their loyalty as well. While this may seem like a fairly elementary article, I really wanted to share it with you to drive home the effectiveness of this marketing strategy. Hope it makes you think twice when doing outreach to your target audience!