Effective Festive Season Marketing for Your Business
The festive season is a time where everyone, including your customer base, is bombarded with information and deadlines. There are gifts to be bought, family events to organise, the kids are finishing up school for the year, and it’s all happening at once. As a result, it can be challenging to cut through the noise and communicate effectively with your audience, but you can give your business’ marketing a platform for success by taking care of a few key areas.
Branding & Graphics
The creative side of marketing is often one of the more enjoyable and interesting sides of advertising your business, and at this end of the year it can really come into its own. You might modify your branding and logo suite to add some festive feeling (while still keeping things in line with your own branding guides); add a Christmas message to your email signature; or give your social media graphics a visual update in keeping with the season. The possibilities are limited only by your imagination – but however you go about it, be sure to keep it consistent and tasteful. And, of course, revert to your standard collateral in the New Year!
Personality and relatability are critical factors in fostering a positive image of your business’ brand. Getting in the festive spirit by having some fun with your branding and graphics can keep the perception of your brand within reach of your audience.
No doubt you’ve been keeping in touch with your customers throughout the year, and hopefully you have found a method of communication that works for them in terms of engagement and prompting action. This is no different during the festive season. You may have special offers to tell them about, changing office hours, closure periods, even a casting call for Christmas casuals – keep them informed through whichever channels deliver the best reach and results. Once you’ve started sending content, keep an eye on the reporting functionality available in most marketing tools. Social media, email marketing, integration platforms and other apps usually have some sort of reporting mechanism that can help you understand the impact your festive season marketing is having. Important metrics include impressions and open rates, engagement stats, and goal completions (e.g. website click-through, purchases, direct contact actions), but depending on your marketing strategies and the business you operate, there may be others that better indicate the relative success of any given campaign.
If you’re likely to be shutting down over the Christmas-New Year period, even for a few days, consider getting ahead of your social media calendar early. Scheduling posts to be released on days when you’ll be away from your computer or phone (ideally having a well-earned break) is a great way to keep your customers informed and engaged at a time when they may have more time to be on social media. You might keep it simple with a scheduled post on Christmas Day and New Year’s Day wishing everyone well, or send a greater volume of information about what your business is up to and what customers can expect. Either way, the trick is getting organised ahead of time as we all know how quickly things can creep up!
Looking Beyond Festive Season Marketing
Hopefully, you’ll be able to absolutely nail your marketing efforts across the festive season and set yourself up for a cracking 2022. As we’ve indicated across many of our articles across the years (particularly those related to Brand Plus), planning is the key. If you’re ready to take your marketing strategy to the next level in the New Year, it starts with a complimentary Brand Health Check. Get in touch with us today on 08 9301 2200 (Joondalup), 08 9361 3300 (Victoria Park), or via our website.
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