FESTIVE MARKETING
How To Leverage The
Festive Season For
Brand Growth
By Catherine Kiiru
T
he festive season is peak
time for marketers trying
to create brand awareness
while getting a share of wallet and
attention. Given the political and
economic dynamics that affected
business growth and spending,
consumers will be paying attention
to companies that connect with
them authentically while giving real
value for money and not just quick
sales promotion.
To help you stay ahead of the competition,
I have highlighted a collection of
foundational tips you can use to kick-start
your festive marketing on the right track.
Use micro-influencers
as brand ambassadors
The festive season is a great opportunity to
engage micro-influencers i.e. influencers
with on line audiences ranging from 1000
to 10,000 followers. Why? They drive
organic conversations as opposed to top-
tier bloggers and celebrities who’ll mostly
share content and pictures only. It also
makes economic sense to engage mid-
tier bloggers who for the same budget
can do 5 sponsored posts as opposed to 1
sponsored post with a celebrity.
Redefine your social media
presence
One mistake we make with social media
is focusing too much on pushing the
company’s brand message instead of
tailoring to the tastes and preferences
of your audience. By creating fun stories
and memorable moments to spur organic
engagement, you tap into the power
of User Generate Content that’s been
proven to deliver better results than paid
promotions.
Infuse a festive flair into your merchandise and
displays to attract attention. They do a good
job of subconsciously refreshing your brand in
consumers’ mind to prepare them for any new
products on offer. Given that other brands are
also squabbling for attention, try to engage and
delight customers at every available touch point
while maintaining familiar visual cues of your
brand so they’re not lost on who you are.
40 MAL21/17 ISSUE
One mistake we make
with social media is fo-
cusing too much on
pushing the company’s
brand message instead
of tailoring to the ta-
stes and preferences of
your audience. By cr-
eating fun stories and
memorable moments to
spur organic engagem-
ent, you tap into the
power of User Generate
Content that’s been
proven to deliver bet-
ter results than paid
promotions.
Dress up your online and in-
store display
Infuse a festive flair into your merchandise
and displays to attract attention. They do
a good job of subconsciously refreshing
your brand in consumers’ mind to prepare
them for any new products on offer. Given
that other brands are also squabbling
for attention, try to engage and delight
customers at every available touch point
while maintaining familiar visual cues of
your brand so they’re not lost on who you
are.
Flip the ‘good cheer’ storyline
Even with the feel-good nature of festive
seasons, such periods tend to bring out