Make sure that your marketing will -

Stay Relevant

Focus your campaign on the essence of the occasion. Educate your customers about the celebration's significance, making your brand memorable. For instance, during the Christmas season, a campaign like Coca-Cola's "Share a Coke with Everyone" effectively conveyed a message of inclusivity and togetherness, emphasising the joy of sharing with people from all walks of life.

Avoid Targeting Fails

Reassess your audience targeting, especially for occasions celebrating specific cultural or religious events. Avoid errors similar to a supermarket's cultural misstep during Ramadan 2015, where they faced criticism for insensitivity in their promotional activities. Ensure your campaigns align with the cultural context of the holiday season to maintain a positive brand image.

Be Sensitive

Consider the potential sensitivity of creative decisions before launching campaigns. An example is the controversy sparked by an insensitive marketing campaign during Waitangi Day, where cultural respect is paramount. Being mindful of such instances ensures your campaigns resonate positively with the local audience.

Avoid Being Too Corporate

Instead of bombarding your audience with sales speak content, focus on creating impact and providing value. Highlight benefits over features to draw customers to your brand. Try using storytelling to entertain and engage your audience.

Stick to Your Branding

Present a relevant and solid message without compromising your brand's unique identity. Grammarly's Valentine's Day campaign, centring around the timeless art of expressing affection through love letters, is an exemplary illustration of crafting a relevant and heartfelt message that resonates with the audience. This approach tapped into a sentimental aspect of the holiday, making it both authentic and engaging.

Avoid Being Too Overbearing with Sales Speak

Instead of bombarding your audience with sales speak content, focus on creating impact and providing value. Highlight benefits over features to draw customers to your brand. Try using storytelling to entertain and engage your audience.

Be Authentic 

Aim for authenticity and creativity to engage your audience. In 2020, a supermarket chain succeeded by reshaping the conventional notion of motherhood in its Mother's Day campaign. The company showcased diverse types of mothers, including stepparents, aunts, and foster parents, emphasising a more inclusive and modern perspective on motherhood.

Connect Locally

Boost your business's visibility within the community by participating in local events and initiatives. Consider supporting local causes through sponsorships, donations, and forming partnerships, reinforcing your commitment to the community's well-being and fostering a positive brand image.

Provide Promos and Discounts

Offer enticing discounts on festive decorations and holiday-themed products to capture the attention of potential buyers. Customise your promotions, such as special discounts on Christmas ornaments or seasonal gift sets, recognising that the holiday shopping spirit extends beyond Christmas. Shoppers remain active throughout the New Year, so continue engaging them with appealing post-Christmas deals and promotions.

Avoid Overdoing Your Campaign

Keep your marketing materials short and sweet. Avoid excessive and complicated approaches that can overwhelm your audience. A story is digestible over the summer break; a tome is not!

Marketing Responsibly

Exercise caution, especially when navigating sensitive topics such as religion, social causes, health, minority struggles, as well as issues related to alcohol, tobacco, drugs, and making light of dangerous driving. Recognising that influencing viewer perception can be a potent tool when wielded correctly is crucial.

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