Becoming a must-have gift: every company strives to do it. Few succeed. There’s no clear-cut path to winning the attention of consumers at any time of year, and that’s especially true during the holiday season. Whether it’s word of mouth or getting featured on Oprah’s Favorite Things List, there are many ways to get thousands of eyes on a single product. But, success during the holiday season isn’t a matter of luck. It’s a matter of strategy. Here’s how many modern “it” gifts manage to stand out from the rest, and what it all means for your marketing going forward.
A Package Deal
With must-have gifts, the wrapper matters just as much as the candy inside. Whether it’s The Animal toy truck that interacts with the box it comes in or any Apple product on the shelves today, packaging is an integral part of how companies differentiate their goods from competitors’. Everything about how the box looks and feels in someone’s hand is a sensory experience that tells a story—and designers know this.
If your organization is trying to get in on the current credit card boom with a new promotion, think of your marketing campaign as a way to package the card itself. Having a great rate is not enough to get everyone through the door. You have to think one step beyond percentage points and rates. Like high-end packaging, your campaign must give audiences a reason to believe that your credit card program is exclusively tailored to their needs and worth the effort of signing up. Part of this hurdle is already done for you during the holidays. It is a season of change, so people are more open to trying something new. Tell a story in line with what this time of year is all about. With more thought put into how your products are perceived, you won’t merely hope your campaigns are catching someone’s eye—you will know they’re making an impact with results.
There Are No One Note Wonders
From craft beer kits to gastronomy cookbooks to Legos, gifts that can be used multiple times have made it to every major gift guide this year. Going forward, the desire to limit waste through more thoughtful holiday gift giving practices will continue to grow.
When you market your products and services, make sure your audience knows that what you’re offering is multifaceted. Want people to sign up for your latest home equity loan? Make sure your marketing campaign touches on several benefits—even if it simply highlights what people can put their loan towards. Once you have the right messaging, truly embrace this idea of multifaceted marketing by broadcasting across varied channels. Studies show that advertising campaigns are much more effective when placed in front of audiences using a multichannel marketing strategy. This 360-degree approach ensures that your message has the opportunity to not only make a great first impression but also remind people of your product’s many benefits.
Every marketer knows that social media is powerful, especially during this time of year. It’s one of the main reasons why brands like BarkBox and Fenty Beauty are among the hottest names in holiday shopping. So how do they do it? During the holidays, both promote holiday-themed gift boxes with a carousel of images and high-quality videos showing just how special their products are. One is a subscription service for dog toys and treats while the other is a skincare line—but what they have in common is that their social media stays in stride with what’s on the consumer’s mind.
Choosing to advertise on social media doesn’t automatically guarantee BarkBox- and Fenty-level results. Sure, you can now target consumers that drive past your branch every day, but are you offering something they want to take a chance on? Taking charge of the conversation on social media channels is a key component to getting people interested in what you have to offer. Exceptional content and design takes it to the next level.
This year, a newfound aversion to in-store shopping also applies to how people see brick and mortar storefronts. Target audiences are less likely to walk into a store or even a credit union branch to get a feel of what’s being offered. If you’ve hesitated to prioritize social media marketing, now is the time to start taking it more seriously.
No matter what you’re choosing to promote this holiday season and beyond, the biggest mistake you can make is not opening your eyes to a new perspective. When you give your products and promotions the time and attention they deserve, new members will follow suit.