This Holiday shopping season is starting earlier than ever due to supply chain disruptions and labor shortages. That's why it’s important to put your marketing strategy in place sooner than later. Many customers have already begun shopping for the holidays, however it’s not too late to get your message out and win new business. We've got tips on how to plan for the season now, plus precautions to consider for your holiday marketing strategy.
Complete Planning Now
Almost every business has had problems with inventory shortages since the pandemic began. When more consumers began working from home in 2020, laptops and tablets were purchased quickly. These devices contain semiconductor chips used in many appliances as well as the cars we drive.
Additionally, many retailers get their inventory shipped from manufacturing companies overseas. However, many of these countries are experiencing a surge of COVID-19, particularly Malaysia. This means that factories are operating on limited hours to slow the spread, so you may experience additional delays this holiday season. As you wait for certain products to return, focus on marketing what you already have in stock.
Customers are also looking for gifts earlier this year. According to one survey, 27% of consumers indicated that they wanted to start their holiday shopping in late September. Many of them are also concerned about inventory shortages, meaning they're more likely to make an immediate purchase. Encourage them to follow your brand's social media accounts for in-stock notifications.
During this time, it's also important to be honest with your customers about inventory shortages. Delivery couriers are always overwhelmed during the holidays, but the pandemic is still creating even more delays in certain areas. Tell your customers precisely when to order their gifts to ensure delivery by their celebrated holiday.
Run an Integrated Campaign
An integrated marketing strategy allows you to reach more members of your audience across several platforms. Video is one of the best ways to reach customers, especially if it's through a TV commercial. Eighty-four percent of consumers were encouraged to buy a product after watching a video ad.
TV commercials are typically more memorable than other ads because they combine both visual and audio elements to create compelling narratives. Write some creative and catchy holiday marketing copy that consumers can associate with your unique brand. Consider adding post-production effects, such as voiceovers and colorful transitions, to really make an impression on your viewers.
Even a cord-cutting audience can be reached using OTT advertising on streaming services such as Hulu and YouTube. Many consumers find OTT ads to be more personalized and less disruptive to their viewing experience. This makes them more likely to actually absorb your brand's messaging and visit it online or on social media.
Social media is also a great way to keep in touch with your audience this holiday season. There are nearly 3 billion users on Facebook, many spending a collective hour on the platform each day. This report also shows that 93% of a brand's Twitter account followers plan to buy from that company.
Email, Email, Email!
Marketers have reported a 77% rise in engagement with email marketing over the past twelve months. Since marketers know that many users check emails by phone, they're more focused on optimizing their messaging for mobile. Understandably, many users will disregard content that isn't formatted correctly for smaller screens, even if they're initially interested in the message.
Email marketing is also more personalized because you can segment your campaign for different audience members. For example, you can program emails to include a customer's name or designate emails to trigger based on your audience's browsing behavior. That way, you're not just bombarding them with emails about products or services they don't intend to purchase. Emails are also one of the quickest ways to inform your audience about fresh inventory restocks and price drops.
Be Consistent Across All Channels
You'll find that less is more when it comes to brand consistency. There's no need to create several different ads to promote your brand. Instead, focus on one or two particularly memorable messages. You want to encourage brand recognition so that your audience will choose your company over the sea of competitors this season.
Brands with consistent messaging enjoy revenue increases as high as 33%. Brands that frequently switch up their tactics to suit the latest trends are often seen as inauthentic by their audience. Customers feel safer when they know what to expect from a brand. While your messaging might sometimes need to change and suit your customers' needs, it shouldn't stray from your brand's persona.
Creating a Holiday Marketing Strategy With a Media Partner
Time is of the essence when it comes to holiday marketing, so you should roll out your advertising plans ASAP. To position your brand for maximum success this holiday season, consider working with a media partner that can help you efficiently execute a winning strategy.