5 Ways to Make Your Brand Standout During the Holidays
Steps to Cutting Through the Holiday Noise and Making Your Brand Standout
Trying to get people to notice your brand this time of year can be like trying to have a conversation in a very crowded room. With the hustle and bustle of holiday shopping, most small business owners might find themselves priced out of traditional media and forced to be creative to make their brand stand out.
This forced creativity is actually a GOOD THING because traditional may not work best this time of year. Why? Your audience is tired, indifferent and maybe a little cynical at this point in the calendar. For brands, this point in the year should be about focusing efforts on energizing your audience. Get them interested in your brand by striking up a conversation; get their attention without shouting across a crowded room. And here’s how you can do it.
1. Set a Goal: What do you want to accomplish? Choosing a realistic goal is crucial. Do you want to increase brand awareness? Raise holiday sales? Increase online sales? Get more foot traffic? Define your goals.
2. Make a Plan: Put pen to paper or fingers to keyboard for this step. Your plan should include a budget and whether or not to appoint a special team; account for man-hours and materials. Reaching your goal is worth the time and effort of a real plan of action. Make sure you dedicate the resources you need.
3. Pick A Platform: For most small business owners, traditional media like TV, radio and billboards will probably be out of budget. So think BIGGER. Social media and mobile have a HUGE and growing audience. It’s where you need to be.
- Social Media: People rely heavily on the influence of friends when making a purchase. Your marketing plan should make a direct call to action. Encourage your customers to post, link and share their thoughts of you, your brand and products.
Offer discounts, coupons, promotion codes– anything that will peak interest, build relationships and increase engagement.
- Mobile: You need to think about mobile. Mobile already accounts for over 50% of online traffic. You can expect that traffic to spike over the holidays as people research products, compare prices and search for deals. If TV ads are out of reach, mobile ads will be more affordable.
Offer mobile-exclusive content and deals on top of normal items. This way customers who are actually in your business will be encouraged to use your app and interact with your brand.
4. Differentiate: Depending on your business you may need to cultivate other social media platforms besides Facebook. If you are selling anything that could be a holiday gift, think Pinterest or Instagram. Consider tutorials and product reviews on YouTube or snag walk-in traffic with geo-filters on Snapchat. This time of year is a great time to experiment with new audiences and new ways of thinking. That’s why, when making your plan, you should consider assigning a person or team to head this special marketing project. Research and experimentation will take time.
5. Evaluate and Adjust: This is probably the most important AND overlooked step. You aren’t marketing in a vacuum. Once your social and mobile plans are in place, be sure to evaluate the data. Crunch the numbers and adjust deals that aren’t working. Dedicate more resources to the deals that are working. If you hop on Snapchat and no one notices, ask why. And if the audience just isn’t there this year, redirect your team to put their efforts elsewhere.
If you follow these steps your brand will stand out of the noise and clutter of the busiest marketing time of the year, but the impact could last far beyond the next few months.
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