The holiday season can be madness in some industries, while others contemplate whether it’s worth it to market during this period.
Here are 10 reasons why you should not stop marketing your brand this holiday season.
#1 Understanding customer needs
It may seem obvious but understanding your customer needs and their different purchase behaviours will be one of the deciding factors of continuous marketing or pausing campaigns. Some consumers leave holiday shopping until the last minute - while others plan, budget, and buy in advance.
Time-sensitive campaigns will create a sense of urgency and drive purchase decisions. It will also help consumers to be proactive with buying decisions.
Understanding what your customer needs, will enable your brand to be customer focused and fulfill customer needs.
#2 Consistency is key
To ensure your marketing is successful, consistency is key. Brand and marketing consistency is about giving your customers the same feel across all channels and touchpoints. It also means to consistently create meaningful content and powerful campaigns.
According to Natasha Aquin, brand consistency contributes to better brand recognition, loyalty, trust, and meeting customer expectations. These factors will increase the sales, and thus be a very good reason not to stop or pause marketing efforts. Every interaction that your brand has with customers should embody the values, promises, and goals to ensure brand consistency.
For more tips on how to increase sales during the holiday season, click here, and read one of our latest blog posts.
You never know exactly when people will be buying your product or enquire about your service. It depends on factors like budget, consumer needs, and availability. For example, if you sell a vacuum cleaner and the customer already owns a vacuum cleaner, they won’t be interested unless your marketing is so compelling and your vacuum cleaner is so much better - or when the existing vacuum cleaner breaks, the consumer will have to buy a new one. That is why it’s important to have a consistent attempt to increase brand awareness to ensure your product will be the first to be considered when deciding.
It might be the best time to reach your ideal client; or just to stay top of mind!
Timing is important. Brands want to reach their ideal client or customer at the right time.
#4 Decrease in sales
Brands are facing many challenges – from iOS updates to social distancing, to an increase in online shopping demand yet the longing for an in-person interaction.
The competition between brands has never been stronger and everyone is trying to survive during these challenging times. Marketing can be the competitive edge your brand needs = content and ads that will capture your audience’s attention.
Continuous marketing efforts will ensure brand consistency and put your brand at the top of consumers’ minds. It’s also important to be strategic with marketing efforts and campaigns and ensure that every touch point leaves a memorable impression on a prospective customer.
When it comes to marketing, consistency is key. It’s going to take time for people to trust your brand, but if your brand is valuable, you’ll get a loyal customer in return. Loyal customers are more eager to recommend your brand to others too 😉.
Marketing is not a short-term investment. It is consistent hard work and seeking solutions for your customers’ problems and needs. It’s vital not to stop marketing efforts and to continue to deliver high-quality campaigns.
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