Christmas marketing campaigns seem to become more elaborate each year for big brands. Heart-warming, tear-jerking, cute or laugh out loud, it’s big business. They’re all looking for the top spot in TV Ads and most shares online. As a small business, there’s a lot that can be learned from big brands to build your own seasonal marketing campaign, even on the smallest of budgets.
Storytelling is a fantastic motivator, just look at the big brand ads like John Lewis and Marks & Spencer. Avoiding a hard sell, they promote the essence of the brand values, they tell a story guaranteed to capture the Christmas spirit and spark an emotional response.
Let’s look at the (now) eagerly anticipated John Lewis adverts. In 2015, they gave us The Man on The Moon and last year there was Buster the Dog on the trampoline. Although The Man on the Moon advert received within the hour, it left some consumers feeling a little sad thinking about the lonely man. Buster saw a huge 218,330 video shares, making it John Lewis’s of all time. Why? Because it made us smile, it made us feel good and shared the spirit of Christmas.
This year, we meet Moz the Monster that lurks under the bed and befriends a child who is afraid of the dark. Whilst the overall consumer response was 86% positive, it had mixed reviews from senior marketers who thought that it should have focused on the giving of a present rather than receiving, and there was some criticism that the parents in the story didn’t find out why their son was so unhappy. This didn’t articulate the love and cheer we associate with the festive season. Source
What these ads have in common, is that they emotionally engage with their fans. The festive season is a very emotive time and emotions are a huge driver when it comes to making buying decisions. This article from The Independent explains the emotionally manipulative techniques behind Buster the Boxer.
So, when you are constructing your next advert or promotion, it’s worth bearing in mind that people tend to make purchasing decisions based on emotional thinking rather than rational thinking.
Here are some practical tips to start your seasonal campaign:
- Cover images – Update your cover image to get your audience into the seasonal spirit. Whilst reflecting your brand values, it’s great advertising space for any special offers or gift ideas. And don’t forget to update the covers on all your channels!
- Give people a reason to buy – if you give people a good enough reason to buy, they will. Fear of missing out can trigger a reactive purchase rather than a measured shopping around. Envy is another motivator.
- Show the magic of giving – An idea that is becoming increasingly popular is using social purpose. When quality and prices are on a level, social purpose becomes the most important factor when making a purchase decision. An international study by Unilever earlier this year revealed that a third of consumers are now choosing to buy from brands they believe are doing social or environmental good.
- Wish your fans a Merry Christmas – Don’t think Christmas Day is a holiday for your social media accounts. Your fans will be online to send best wishes to their friends and family, so it’s the perfect time to wish your fans a Merry Christmas!
Need some guidance? Get in touch with the Concise Digital team.