October through December is a great time of year. We are often reminded of the many joys that fill our hearts and the people we cherish most. It is a season where we are especially conscious of time: the time we have with family and friends in beloved traditions, shared meals, and gift exchanges.
Time, however, does not always work in the favor of the holiday-goer. Time to shop for presents, time to travel home, time to get work done— time becomes a stress agent for many during the holidays.
Many marketers love the holiday season because it is one of the most fruitful times to gain the attention of your audience. It is important for marketers to remain tactful and respectful of their audience’s attention and their time. In order to do this, I have put together 4 must-have tips for marketing in a genuine way this holiday season.
1. Stay Authentic
Often the holidays bring out the glitter, tassels, ribbons, and other ornamental decorations. Your marketing does not have to rest on this flashy approach. People are more responsive to a persuasive, understated, timeless approach than they are with a more loud alternative. The former lets your audience develop trust in you, which is something you always want to keep deepening and developing. Every campaign you put out is a representation of your brand.
For example, the Coca-Cola “Let There Be Peace” 2017 holiday campaign. Their team did a beautiful job of promoting their product as an agent of peace not chaos— a direct point at the notion that the holidays can be too wrapped up (pun intended) in fast-paced and hectic activities when we should think about the peace we can bring to others and to ourselves.
Your marketing this holiday season doesn’t have to be gimmicky. Stay true to your brand and the message that is important for you. In order to stay genuine, think through a couple questions.
What do you want your audience to take away from your marketing campaign?
How does the holiday season amplify this message?
Are you introducing a new aspect of your business?
Sometimes starting at the end and working backwards is a great way to get the result you want. Understanding the message of your campaign will help you craft a more compelling one.
2. Be Courteous
Not everyone practices the holiday season in the same way. Each of us brings our own unique traditions to the table and we each choose to share this time in different manners. It is important for me that my marketing efforts are respectful and courteous to all people. Inclusivity is more than just an idea, it is a mindset— something that helps me build my values and practices. There are many factors to consider:
Christian, Jewish, Islam, Hindu, Buddhism, Taoism, and many more. Our country is beautiful in its diversity of thought and expression of its people. You do not have to be an expert at each religion and their practices, but it is important to be respectful of them.
Not everyone is religious, and that is OK! Ensuring that your brand does not single out people is crucial to a successful marketing campaign.
Respect is key. You want your brand to speak to as many people as possible and attract people from all walks of life.
One of the things that marketing can do is connect a brand and idea to an audience. The holiday season is a great time to strengthen the connections you have and forge new ones. By understanding what to say, how to say it, and who to say it to, you will be setting yourself and your brand up for success.
3. Don’t Spam People
Keep your campaign short and sweet! Since the holidays are so hectic, keeping your message brief and to the point will be much appreciated by your audience. Think about the type of messages you like to receive. Emulate the kinds of interactions you like! It can be as simple as that.
*See how short that point was?
4. Show Your Value
This is one of the busiest times of year and many people are scrambling to get their work done. Be there to offer your services to people who need you! Many people see a spike of work during the holidays and this increase can be good to plan for. Now is a good time to think about taking on some extra work. Don’t overwork yourself, but don’t be afraid of the hustle either!
Marketing during the holidays can be both a fruitful and stressful time. Stick with tactful and smart marketing to reach your audience in a genuine and meaningful way to make the most out of the most wonderful time of the year.
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