Don’t fall for FOMO (fear of missing out) with holiday marketing and special occasion promotions!
Unpopular opinion: holiday advertising may not be a good fit for your brand. Pushing for holiday sales is an overdone strategy. Holiday ads are easy for your customers to ignore, the strategies don’t easily fit every business model, and you miss out on other opportunities that are less saturated. This blog will cover why holiday content might not be the right direction for your brand.
If Holiday Marketing Doesn’t Fit, Why Force It?
Not EVERY strategy is going to be right for your brand.
Deep down, we all know this. However, there is still pressure to follow certain trends. Holiday marketing is a very popular theme—but that makes it a very saturated advertising pitch. Sometimes, it’s nice to have a company not try to cram a sale down your throat during the holidays.
It Might Seem Desperate
How many times have you seen a holiday exploited by a company and come off desperate for sales? Pushing a holiday message that doesn’t really fit your brand just looks like you are aiming for the sale (and, let’s be honest—you are). So, skip the push, and be more thoughtful with your approach.
You’re Likely to Get Lost in the Shuffle
During a time when there are so many other brands making the same appeals for the same events, you are not going to stand out. It’s going to be hard to fight through the noise, making it very likely that you waste your time and budget trying to perfect those campaigns. When everyone is fighting for sales simultaneously, adding your own campaign is like trying to stand out in a Where’s Waldo scene.
Your Audience May Not Find It Appealing
There are probably many in your audience who aren’t celebrating, and there are even more who are just tired of the holiday messaging. It’s important to know your audience well enough to understand how they are going to perceive your ads if they take on a festive feel.
The Messaging Might Feel Forced
If your products or services don’t naturally fit a holiday use, it may seem strange to market them that way. Certain businesses are better suited to holiday marketing or even fall into that niche.
Even if your business could reasonably offer holiday deals (like making a good gift or perfect for hosting a party), you still don’t have to join in with holiday messaging. Your audience will still come to you if they want your solutions for those events.
Marketing Shouldn’t Be Driven By FOMO
Fear of missing out should never be the driving motivation behind any part of your marketing strategy.
Instead, focus on these methods for choosing the right advertising direction for your brand. Try to weigh your options out for their own merit, and don’t get caught into the mindset of thinking you need to have sales and messaging when everyone else does.
Know Your Audience
First of all, you have to know what matters to your audience to market to them effectively. Build accurate and in-depth buyer personas that will help you get a clearer picture of your most common, loyal and top-paying customers—the ones able to make (or sway) the purchase decision. What do they like? What are they afraid of? What frustrates them and causes pain in their life that you could help solve? How has the pandemic changed their approach or needs?
Audit Your Content
Look at what you already have done. Check to see what the competition is doing. Try filling the gaps with unique content that fills out what you already have. Let this unique direction and new content drive part of your marketing strategy.
Consider Your CTA
What do you want people to do when they see your ads? Your CTA (call to action) should be central to your digital advertising and content marketing strategy. In order to decide on the best message, format and platform for your ads, you need to set goals for your final outcomes. You can give your marketing strategy clarity when you start with the question: “What am I trying to say?”
Pay close attention to your current statistics so you have a clear understanding of how your strategy improves your numbers. Each goal set should have a strong CTA—and it doesn’t have to all be about sales! If you have a long-term vision for your company, you know that there are many long-game strategies for winning over customers. For example, your goals could center around building up a stronger following or solidifying your brand image so customers are more aware of your company.
Follow Your Brand Voice and Aesthetic
Your messaging should align with your branding direction. The voice, aesthetic and CTA should seamlessly flow with the rest of your website, social media profiles, content, physical site location and anything else connected to your brand. If holiday marketing is going to feel out of place, then you should feel no pressure to include it. Start with your branding and let it guide your advertising.
Look for the Gaps
There are so many opportunities to sell throughout the year. Consider making a harder sales push when other companies are laying low with maxed out budgets. Try to flip the script, and make your spends when other companies are taking a breather after their holiday campaigns.
Marketing that Works for You
When you find the right direction, you will use your marketing budget more effectively and get better outcomes. Stop feeling pressured to jump on trends that aren’t right for your company.
At Vinci, we know every company is different. So our strategies stem from your vision and your customers’ needs.