The holiday season can be a busy time for all, from small businesses to large corporations. There is so much going on during this time of the year it can be hard to keep up with it. However, it is crucial to remain relevant in your audience’s mind and take it as an opportunity to grow online and increase your sales. Therefore, this is the perfect time to incorporate seasonal branding into your marketing plan.
But what is seasonal branding?
Seasonal branding is an extension of general branding. While general branding represents the essence of your business, seasonal branding consists of modifications to fit certain seasons by acknowledging relevant dates throughout the year and capitalizing on them. By adding a seasonal twist, you create new ways for your audience to engage with your business.
Some examples of seasonal branding include:
Updating your logo by changing the color or adding a seasonal icon;
Applying a seasonal color palette to your website or print materials;
Incorporating seasonal imagery on your website or print materials;
Offering promotions that support the feelings associated with the season or holiday;
Using holiday packaging or labels for physical products;
Putting up decorations at physical locations.
Benefits of seasonal branding to keep you relevant during the holidays:
Capture your audience's attention by appearing active, relevant, and responsive during a highly emotional time when people are open to it.
Humanize your brand and create personal connections with your customers during this time of the year when people are looking for relevant products and services from brands they know and believe in.
Boost your position on search engines by taking advantage of seasonal SEO.
Implementing seasonal branding tactics
There are a number of strategies and tactics that can be implemented that will help you market your brand and its offerings during the holiday season while exposing your brand to the right audience at the right time:
Website optimization: Optimize your website to attract and retain traffic through conversion. Make it easier for your consumer to navigate through your website. Making sure your site is mobile-friendly is the most critical piece. Over 50% of searches start on mobile, so make sure it's easy to view your inventory, click-to-call, and click for directions.
Segmentation: Pay attention to your customers' interests and separate them into groups or segments. Target each of the groups paying attention to their specific characteristics. Providing offers that match their interest make your stay more relevant to your different customers.
Revamp and optimize digital channels: Consumers primarily rely on digital presence, reviews, and recommendations for gift ideas and finding the best deals. Brands can reach their audience through digital platforms such as text messaging, emails, and social campaigns, promptly offering relevant and customized information.
Appeal to customers’ emotions: Tell your story through email, social media posts, video, or other platforms/strategies so you can better relate to your audience. Using emotional marketing will help make a lasting impact on your audience, helping them see the human in your brand.
Important points to remember:
Holidays are not a good time to experiment with new approaches for customers. Implement whatever worked for you in the past. Be creative but don't go too overboard; keep your brand identifiable.
Be consistent and cohesive. Be clear with promotions and product announcements. Make sure your message is easy to understand and digest. This is easy if your values and mission guide you through everything you do.
Now, it's time to put your seasonal branding plan into action and stay relevant in your consumer's mind. And, as always, our team at Mills Public Relations, LLC is here to help you. Let's create something great together!