uncomfortable scenarios that we ’ d rather avoid like dramatic family gatherings or hectic travel schedules . Your campaign can focus on making the holidays more bearable – either with a product , service , content or even plain old humor .
Start early
Marketers know festive campaigns should start early but other activities , lean budgets , and business challenges can delay campaign roll out till it ’ s too late . Beat the rush and start talking to your customers on what you have to offer for the festive season early enough . Consider running the campaigns in two parts ; a teaser in November and a premiere campaign in December for a bigger impact .
Get sentimental
Create campaigns that actually connect with consumers emotionally instead of just adding to the “ noise .” Evoke emotions , promote sharing , partner with charitable organizations and even connect people with their loved ones especially those who cannot afford to travel during the festive season . Creativity is key in winning mindshare . Better yet ? Involve other staff members in the activations and CSR activities for a more authentic touch .
Think long-term impact
Short-term growth in sales is exciting but the lifetime value of a new connection is far much more profitable . Customers may not buy your product for the first time but if you have proper systems in place for nurturing new business , precise information about your products and a meaningful value proposition , the festive season could be an opportunity to stimulate new business that comes in handy during the slow seasons .
Above all , festive marketing is about relevance , value proposition , creativity and being genuinely helpful to your audience . Alternatively , if you feel festive messaging will not make sense for your company , it ’ s okay to opt out .
Catherine Kiiru is a marketing professional working at Longhorn Publishers Limited with a passion for creating value in and outside the digital space . You can commune with her via mail at : Wambukukiiru @ gmail . com or on twitter @ wambukukiiru .