Smack dab in the midst of the busiest shopping season, the usual competition for customers and brand awareness escalates from a peaceful Charlie Brown Thanksgiving to The Nightmare Before Christmas. ‘Tis the season for businesses to blow their advertising budgets on flashy holiday promotions, oftentimes at the expense of maintaining their brand identity and experience.
So how do you stand out from the bunch without compromising the integrity of your brand? Just follow the rules of any self-respecting party guest. Simply apply the following tips to your brand at during the holiday season, and you’ll not only be the life of the party, but everyone will remember you after you leave.
Wear a Special Outfit
Dress to impress – and dress appropriately! Don’t be the guy in everyday jeans and a long-sleeved T-shirt, but if you’re not typically a brand with bling, don’t bring out the sequin dress now. Determine what is in alignment with your brand experience and dress it up a notch. Whether it’s a hint of holly or a dangling ornament, incorporate appropriate holiday imagery in a consistent manner so your holiday promotions stay on brand.
Mingle at the Holiday Party
When it comes to holiday branding, the party is on social media. Make your brand the life of the holiday party by engaging with customers. Find out what interests them, share ideas you know they’ll love, respond to their comments, and then sell to them last. It’s not a networking event; it’s a party! You make friends (and customers) by appealing to their interests – not handing out your business card.
Don’t Give the Same Old Fruitcake
Hardly anyone gets excited about fruitcake these days, and there are holiday advertising clichés so common to us now that we tend to tune out the messages: “The perfect gift.” “A gift she’ll never forget.” “The gift that says ‘I love you.’” If you have trouble crafting a unique and persuasive holiday line, that’s because almost everything has already been written. If you must, forget the lines and appeal to emotions. The holidays evoke feelings of happiness, nostalgia, and love, just to name a few. Use them to your benefit. This commercial from Dick’s Sporting Goods is good example of a holiday promotion that uses this tactic effectively.
It’s not too late to jump on the holiday brandwagon, so tap into your holiday spirit and find customers through the festivities. Which brands’ holiday promotions have you noticed should be at the top of Santa’s “Nice” list?