How COVID-19 Revealed the Importance of Brand and Digital Presence
Whether your festive season consists of hot-cocoa and burning firewood, or beach sand and tan lines, all around the world the holiday season brings an air of nostalgia; the kind of nostalgia and family fare that alters consumer buying decisions. Being aware of these changes in consumer behavior is the first step to understanding what makes your consumers dig deep into their pockets for the festive season, and what it takes to establish your brand as a festive essential.
Marketing to holiday makers requires a renewed perspective on what it means to truly meet consumer needs, and any seasoned marketer knows that the holiday season doesn’t start in December, or even in November for that matter. It starts with the first ‘BER’ month. What are the BER months you ask? It’s simple really; September, October, November, December. The start of these BER months signify a shift in general public sentiment and is in turn a prime indicator that marketers need to switch up their strategies
To that end, we’ve got some tips and tricks to truly tickle the fancy of your ideal consumer as this year draws to a close and fully capitalise on the sense of financial freedom that the festive season seems to spark.
During the festive season, consumers are drawn to messages and visuals that evoke a sense of celebration and nostalgia. Leaning into this celebratory spirit will ensure that your brand is not simply pocketing off of consumer’s increased spending, but joining in on the fun and enjoyment of the season.
Consider infusing festive elements into your branding, website design, and social media profiles, creating holiday-themed content, videos, and graphics that resonate with the season and even running themed contests or giveaways to engage with your audience – it is the season of giving after all.
A simple user journey is paramount to turning leads and clicks into actual sales from the second consumers see your brand’s product/service. Your platforms need to be optimised for the most impulsive purchaser who, nine times out of ten, will find you through casually scrolling on their smartphones.
You can shorten the user journey by ensuring your website, online store and any other purchasing platforms like TikTok Shop or Instagram store are mobile-responsive and load quickly. Moreover, we recommend implementing one-click purchasing options, guest checkout options, and offering mobile-exclusive discounts or promotions that incentivise consumers to make their purchases there and then.
Our final tip is to think of personalization as connection’s close cousin. With so many businesses competing for your consumers’ attention (and ultimately their spending money), consumers need to feel like you have taken the time to get to know them specifically; not just to selfishly increase your businesses sales but rather to cater to their specific needs.
You can do this by implementing data-driven personalization in your email marketing campaigns, personalized product recommendations based on consumer preferences and past purchases, or even offering specifically curated product bundles by segmenting your email list based on customer preferences and behaviors.
Make no mistake about it, the festive season is the most competitive time of the year for businesses in every industry. While holiday makers are more inclined to spend their money, they’re also more spoiled for choice and are thus more picky about where, how and what they spend their money on. Ultimately, you need to think less like a business and more like a consumer – easier said than done, we know, but it’s through this mental shift that you will be able to better appeal to your consumers this holiday season, and not only make sales but also establish connections that will far outlast the festive frenzy. Want to win in these BER months? Use them as a catalyst for increased connection, and the crazy card swipes will come along with it.
Do you have a question, idea, or project that requires assistance? Reach out to us or connect with us through our social media channels.
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