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How to differentiate your seasonal marketing campaign in 2020

When 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 …

But defining how you are going to speak for your customers it is also essential.

You 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.

The voice is the personality of your brand and it is always the same. Your tone is what you change depending on the context.

This is how I remember it:

Your 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.

So when designing your seasonal marketing campaign, you want to keep your brand voice consistent, even if your tone is changing in some cases.

Infusing your tone with a little Christmas cheer, urgency, and zest can be a great way to encourage your audience to do their Christmas shopping with you.

Here are some of the benefits of defining your brand’s voice:

  • Makes your business instantly recognizable.
  • It allows you to authentically connect with customers to build relationships vs. just hitting them over the head with sales copy.
  • It helps you deliver consistent messages, whether you are writing an email or a video script.
  • It attracts your target audience and keeps them engaged.

Because consumers receive thousands of marketing messages during the holidays, it is important to consider your voice to differentiate your seasonal marketing campaign.

According 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.

Step 1: Have you defined the voice of your brand?

The most important thing to do when choosing your voice is to make it relevant to your customers.

It’s not about the way you like to write or speak, think about who uses your product or service.

You want to speak to your target audience and create an emotional connection to what you are offering.

Step Two: Take a look back to see what has and hasn’t worked.

It is almost impossible to be successful in the future if you don’t know what worked in the past.

If 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?

While repurposing what worked in the past can be an efficient and effective technique, consider the ways you can revamp any existing creativity.

Update your images or content so your loyal customers don’t see the same things as last year.

READ: Brand Marketing During Coronavirus: What You Need To Know

Brands 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.

Your 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.

It’s time to take another look at how we’ve positioned our brand.

Read more on our website.

Step Three: Harness people’s emotions in a relevant way.

There’s a reason you see so many of those overly sweet TV and digital ads featuring cute kids and puppies – they work!

If you can connect with your clients authentically while stirring up their emotions, you can increase awareness and engagement.

Here’s a Canadian Tire commercial he made last year, pulling at the heartstrings and bringing a truly Canadian winter pastime: sledding!

It is important to reflect on how you are portraying your brand’s voice and imagery right now.

Many 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.

Think of ways to be sensitive and use empathetic marketing techniques to truly connect with your target audience and avoid offending anyone.

Always own the voice of your brand.

There is quite a bit of controversy surrounding the use of words like “Christmas” in a seasonal marketing campaign. Other companies avoid the use of traditional images such as Christmas trees or nativity scenes.

I’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.

Whether 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.

What kind of campaign do you want to run this year?

For the success of your business,

Susan

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