Step 1: Decide what your audience values.
The holidays are full of emotion. It’s the time of year we suddenly value all of our values more than the rest of the year. Choose the direction you want to take your campaign in emotionally. Are you going to focus on togetherness, tradition, magic, joy?
Different incentives will attract different audiences. Some will prefer free shipping, others will want a discount and knowing which one your audience will respond to will make a difference.
People are more likely to pay attention if something is sharedby someone they know. Studies have shown that 74% of consumers rely on word of mouth when making purchasing decisions. This is more than even visiting a store.
Step 4: Consider your timing.
Everyone will be looking for Black Friday and Cyber Monday deals. Launching a campaign offering deals while people are actively looking can help get attention. Something to consider, however, is that more and more people are supportive of NOT making your employees work the day after Thanksgiving. Consider using the key words, Black Friday and Cyber Monday in your advertising, whether you are going to be open and active or not.
Just like all things involving your company, be consistent. As you design your graphics, choose your words and consider your incentives, remember that it should all work as one. Any exceptions or restrictions should be clear and consistent. If you chose joy as your emotion, make sure everything you do focuses on joy.
This is the perfect time to share your story and create a more lasting bond with your customers. Take your time and put together your whole campaign carefully. It will be worth it.