Website design By BotEap.comHow to differentiate your seasonal marketing campaign in 2020
Website design By BotEap.comWhen it comes to defining your brand, it’s easy to get caught up in images: the logo, the font size of the text, the images you want to represent your business …
Website design By BotEap.comBut defining how you are going to
speak for your customers it is also essential.
Website design By BotEap.comYou may have the most beautiful, fastest, and best-stocked website in your industry, but if you don’t have a powerful brand voice, you won’t have the impact you want, resulting in disappointing sales.
Website design By BotEap.comThe voice is the personality of your brand and it is always the same. Your tone is what you change depending on the context.
Website design By BotEap.comThis is how I remember it:
Website design By BotEap.comYour personality remains the same (voice), but you express yourself differently (tone) in different situations. For example, your tone may change when you are having a drink with friends vs. meeting with your financial advisor.
Website design By BotEap.comSo when designing your seasonal marketing campaign, you want to keep your brand voice consistent, even if your tone is changing in some cases.
Website design By BotEap.comInfusing your tone with some Christmas cheer, urgency, and excitement can be a great way to encourage your audience to do their Christmas shopping with you.
Website design By BotEap.comHere are some of the benefits of defining your brand’s voice:
Website design By BotEap.comBecause consumers receive thousands of marketing messages during the holidays, it is important to consider your voice to differentiate your seasonal marketing campaign.
Website design By BotEap.comAccording to some recent statistics, around 45% of Canadians plan to spend less on Christmas shopping in 2020 than they did the year before, so it will be an even bigger challenge to get their attention.
Website design By BotEap.comStep 1: Have you defined the voice of your brand?
Website design By BotEap.comThe most important thing to do when choosing your voice is to make it relevant to your customers.
Website design By BotEap.comIt’s not about the way you like to write or speak, think about who uses your product or service.
Website design By BotEap.comYou want to speak to your target audience and create an emotional connection to what you are offering.
Website design By BotEap.comStep Two: Take a look back to see what has worked and what hasn’t.
Website design By BotEap.comIt is almost impossible to be successful in the future if you don’t know what worked in the past.
Website design By BotEap.comIf you’ve previously run a seasonal marketing campaign, were there certain taglines or advertisements that your target audience responded to favorably? Is there data you can refer to from last year to make decisions this year?
Website design By BotEap.comWhile repurposing what worked in the past can be an efficient and effective technique, consider the ways you can revamp any existing creativity.
Website design By BotEap.comUpdate your images or content so your loyal customers don’t see the same things as last year.
Website design By BotEap.comREAD: Brand Marketing During Coronavirus: What You Need To Know
Website design By BotEap.comBrands are much more than just a visual representation, slogan, jingle, or website; And it’s not just something only the “big guys” should pay attention to.
Website design By BotEap.comYour brand represents the total experience of working with you. From the colors of your website to your core values and the customer service you provide, every point of contact someone has with you shapes and helps define your message, whether or not your impression is favorable.
Website design By BotEap.comIt’s time to take another look at how we’ve positioned our brand.
Website design By BotEap.comRead more on our website.
Website design By BotEap.comStep Three: Harness people’s emotions in a relevant way.
Website design By BotEap.comThere’s a reason you see so many overly sweet TV and digital ads featuring cute kids and puppies – they work!
Website design By BotEap.comIf you can connect with your clients authentically while stirring their emotions, you can increase awareness and engagement.
Website design By BotEap.comHere’s a Canadian Tire commercial he made last year, tugging at the heartstrings and bringing a truly Canadian winter pastime: sledding!
Website design By BotEap.comIt’s important to think about how you are portraying your brand’s voice and images right now.
Website design By BotEap.comMany people will be staying home this year, forgoing visits to family and friends due to COVID-19. Consumers are stressed, exhausted, and unsure about the future.
Website design By BotEap.comThink of ways to be sensitive and use empathetic marketing techniques to truly connect with your target audience and avoid offending anyone.
Website design By BotEap.comAlways own the voice of your brand.
Website design By BotEap.comThere is quite a bit of controversy surrounding the use of words like “Christmas” in a seasonal marketing campaign. Other companies refrain from using traditional images such as Christmas trees or nativity scenes.
Website design By BotEap.comI’m not saying that you should or should not censor what you say, but this decision is related to the values of your company. Think about what you want your small business to represent and how you want your customers to perceive it, and then support it.
Website design By BotEap.comWhether your brand’s voice is friendly and approachable, businesslike and professional, or fun and silly, using these tactics can help you cut the noise and create a meaningful and memorable seasonal marketing campaign.
Website design By BotEap.comWhat kind of campaign do you want to run this year?
Website design By BotEap.comFor the success of your business,
Website design By BotEap.comSusan
