Inspiration for Your 2019 Holiday Campaign
Holiday campaigns, like most other marketing campaigns, take a lot of time and effort to plan, prepare, and execute. That’s why we believe it’s never too early to start looking for ideas! Luckily for your brand, social media is chock-full of examples to help kickstart your holiday marketing strategy. So to help you out, we put together a list of tips for planning and some holiday campaign inspiration.
What Is a Marketing Strategy?
A marketing strategy is a plan that helps you achieve your business goals, whether that means driving traffic to your blog, selling a product, or increasing new leads for your business. So, your first step in creating a marketing strategy is to outline your business goals.
How Do I Define My Business Goals?
When defining business goals, you need to be specific. Simple or general statements will end up hurting you in the long run, because they are often not measurable. Here some examples of specific, measurable goals:
- I want to increase the number of visitors to my website
- My goal is to see more sign-ups for my newsletter or mailing list
- I would like to have more engagement on social media platforms
After defining these goals, you’ll need to do some research on your target audience.
What Is a Target Audience?
Your target audience is the group of people that you want to complete your business goals. I.e., the people who will visit your website, sign-up for your newsletter, or engage with your social media posts. You probably have a target audience in mind when you’re creating your product or business, but how do you learn about them? Well, there are several ways.
- Create and send out a survey to your customers
- Look at the demographics of your social media accounts and website visitors
- Get out and talk with your customers in person
- Build buyer personas
If you send out a survey or speak with your customers face-to-face, here are some questions you need to ask:
- What is the best way to contact your customers? On social media, through email, local ads, texts?
- How do your customers find and share information? Newspaper, emails, mailing lists, social media?
- What do your customers share with others? Stories, photos, videos?
- What are the goals and frustrations of your customers? How can your product help them achieve their goals and avoid their frustrations?
Understanding your target audience will not only help you plan your marketing strategy but will also give you a deeper connection with your customers. Once you’ve defined your goals and done some research into your target audience, you can then start to focus on your content.
The most important part of your marketing strategy is the content that you send out to your customers. If your content doesn’t match up to your business goals or target audience, it won’t help your brand. For example, if you’re a new brand whose goal is to spread awareness, you probably don’t want to start putting out content as if you’ve been around for years. Instead, try creating content that shows your customers that you’re knowledgable in your field and that your services or products will help them. This kind of content could be a tutorial about how to use your product, customer reviews, or content from others that highlights your work.
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Holiday Campaign Inspiration
Now that we've talked about creating a marketing strategy, let's get into the planning for a holiday campaign. Here are some of our favorites from 2018, and why we love them.
As you probably know, Target is a store that sells everything from groceries to home decor to baby supplies. Their Instagram is typically made up of a variety of different content, including product photos, partner posts, and user-generated content. Here are some of there Instagram posts during the 2018 holiday season.
As you can see, Target has kept up with the content variety they use throughout the rest of the year. There are partnered posts, like one with Chip and Joanna Gaines from Fixer Upper, examples of how you can use their products, like the letterboard that reads All the Jingle Ladies, and user-generated content, like the two children in their reindeer onesies.
Why We Love This Campaign
Target's 2018 Christmas campaign does something that we place a big importance on: staying true to your brand. We're all about creating and following your business values and goals, and it's clear that Target has developed theirs and stayed on track with them. And of course, it doesn't hurt that their main brand color happens to work with traditional holiday colors! So if there's anything you can take away from Target's holiday campaign, it's that you should follow your business goals no matter the campaign or the season.
Lagavulin is a whisky distillery in Scotland. For their marketing strategy, both during the holiday season and throughout the rest of the year, Lagavulin teamed up with Nick Offerman. Nick Offerman is well-known for his role as the manly and mustachioed Ron Swanson on NBC's "Parks and Recreation." Over the 7 seasons of "Parks and Recreation," the character of Ron Swanson became associated with several different things, one of which is Lagavulin.
For their 2015 holiday campaign, Lagavulin released several videos featuring Nick Offerman on their YouTube channel. Since then, they have continued to partner with Offerman, releasing videos for different holidays and times of year, all including ideas for including Lagavulin.
Why We Love This Campaign
Lagavulin has also followed the same idea as Target and stayed true to their brand. But they've also done something to make themselves stand out: partnering almost exclusively with one celebrity influencer. Not only does this attract people who came to know and love the character of Ron Swanson, but it also makes their marketing content easy to recognize. While your brand may not be able to afford to partner with a big celebrity, there are still ways that you can work with influencers (check out this blog post) and turn them into more personable spokespeople for your brand.
BarkBox is a subscription service that sends toys, treats, and sometimes fun props to their customers once a month. Their social media platforms are full of memes that have been created with user-generated content. During their 2018 holiday campaign, BarkBox kept up with their memes and uploaded some truly great ones on their Facebook page.
These photos make great use of content from their customers, and it also shows their customers content that's relatable and personable.
Why We Love This Campaign
What BarkBox does with this campaign is something that we highlighted as an important part of your marketing strategy: knowing your target audience. That's clear from the fact that they have enough user-generated content to fill their social media platforms! But they're not just reposting that content with no context, they're turning it into memes that can be laughed at, shared, and their dog-loving customers can really relate to. So once again, make sure you understand your target audience!
Start Planning Your Holiday Campaign
Even though it's August, you can still get a head start on your holiday campaign by starting your brainstorming and planning right now. If you're not sure where to start, don't worry! Give us a call- we'd be happy to help you find some holiday campaign inspiration and make the strategy of your dreams.