Holiday marketing campaigns are always really fun to take a deeper look at. A great strategy can put a company in the black (profitable) for the entire next year.
Did you just feel giddiness in your belly thinking about that happening for your business? I did!
Let’s dive deeper into how learnings from these awesome holiday campaigns can fuel awesome campaigns for us by asking a few questions:
- What campaign choices have different brands made?
- Is their method traditional or out-of-the-box?
- What mediums did they use to share their holiday marketing campaign with consumers?
- How can we use inspiration from those campaigns to craft our own?
The Effect Holiday Marketing Campaigns Can Have
Did you see our Checklist to Create a Powerful Holiday Social Media Strategy? There are some really great stats regarding the holidays and why your company can’t afford to not take advantage of them.
Psst… There’s also an awesome freebie inside that post!
Here’s a peek at the stats:
Holiday marketing is pretty big right?
Let’s look at what some of the greats have done and use their creativity to fuel ours!
One of my favorite campaign models is education share. MailChimp hit that nail on the head with their holiday campaign, and they did it in a really engaging way!
- They launched a microsite. This was such a great way to not only give folks a place to see all of the details in one place, but to also show the legitimacy of the campaign.
- They focused on education vs. sales (a.k.a. 100% value!) This was not a campaign in which they tossed coupon-after-coupon to their followers. MailChimp set out to educate customers and non-customers on topics relevant to their industry.The genius in this: The webinars and email series attracted entrepreneurs who also had a high likelihood of needing a tool like MailChimp. Jackpot!Some were new customers and some reinvigorated their interest in MailChimp. At the very least, all have the chance to remember that MailChimp gave free, valuable information.
- They used a number of marketing methods to publicize, as well as to share holiday content with their audience: email, webinars, social media, a Medium post and a blog post. It looks like MailChimp used the strategy of going wide to reach as many people as possible with their campaign. Some folks are Medium loyalists, yet ignore their email. Others follow MailChimp’s RSS Feed and don’t pop into their social accounts often. MailChimp was able to meet each customer where they frequent (or, at least they did some good work to attempt to achieve that.)
- They lightly pointed folks to their tool throughout the webinar and also in one comprehensive slide. This simple inclusion could mean that webinar attendees will continue to visit MailChimp beyond December.
- It’s awesome that their webinars were filled with content that might not only apply to MailChimp customers. Offering industry-wide content can actually encourage folks who use your competitors to convert! Of course, if a consumer IS interested in becoming a customer, MailChimp wants them to know where to go. That’s why they added these resources to the end of their webinar.
How you can replicate this holiday marketing campaign:
Think about value-add, educating, and sharing original tips. You don’t have to do this in webinar form, but you can! Other ways you can share information: SlideShare, a blog post series, a YouTube playlist, Facebook Live or another live video platform, podcasts, a recorded audio series that you send to an email address they provide, etc.[Imposter Syndrome Caveat: You don’t have to be MailChimp to have value to share. YOU are the only one who does what you do in the way that you do it. Shout your experience from the rooftops!]
Taking a right-turn straight out of the holidays, Burberry spent big money on creating a short film that was unrelated to the season. Their campaign was drama-filled and visually entertaining. It was all about what makes Burberry, Burberry.