Holiday marketing is part of the annual marketing strategy, which refers to the communication of special offers within selected holidays and special days of the year.
The messengers of holiday marketing are holiday campaigns. They are prepared in the context of an individual holiday, and the main role is played by a customized offer. Its aim is generating maximum profit in a specific time during the campaign.
When creating a holiday marketing strategy, we need to take into account all the year’s holidays: Valentine’s Day, Easter, Halloween, Christmas and New Year. We also include special days that are in line with our company’s activity: such as a cultural day for bookstores or Women’s Day and Mother’s Day for florists and drugstores. Regardless of your activity you must also include Black Friday and Cyber Monday in your campaign schedule.
One of the key factors of a successful holiday campaign (campaign below) is a structured approach. That is why we have prepared 7 guidelines to help you design your holiday marketing strategy.
Have you done this before: Analyze past campaigns
Review key performance indicators (KPIs), content, channels, and bids. Where were the results worse than expected? How can you improve future campaigns? How can you optimize your budget?
How much time do you have: Prepare early
Prepare for the campaign at least two months before the planned release date (depending on the size of the campaign).
What you want to achieve with your campaign: Define your campaign goals
By how much do you want to increase the number of purchases of products, courses, subscriptions, services? Follow SMART principles when setting campaign goals.
Definition of communication channels: Use the omnichannel approach
The omnichannel approach includes the simultaneous communication of a message through various online and offline channels: website, e-mail, social networks, digital advertising networks, advertising in print media, on television and radio, and outdoor advertising.
Companies that use the omnichannel strategy to communicate manage to retain an average of 89% of their customers.
How long the campaign will last: Define a timeline
The timeline should include a structured presentation of activities during the preparation, publication and conclusion of the campaign.
Who your message is for: Define and segment your target audiences
Do you know who the visitors of your website are? What their interests are? Did they find the information they were looking for on your website? Does your product or service help them solve their problem? Want to gain new customers? Customize your campaign message to your existing customers as well as those you want to acquire.
What you want to communicate with the campaign: Define the content and frequency of your posts
Customize your campaign content and offerings for the holiday. Use quality photos, graphics, and videos. Your texts should be concise and adapted to the channel on which they will be published, including a clear call to action. When preparing, consider SEO principles and the emotional context of the holiday.
Merry Christmas and good luck!