Break Through the Holiday Advertising Noise

By Pathfind, December 16, 2016 // Marketing

[About a 3 MIN read]


The holiday season can be an overwhelming time for both marketers and consumers. Consumers are inundated with too many distractions, and marketers are pulling their hair out trying to figure out how to communicate with their consumers.

How can you break through the holiday advertising noise and reach your customers effectively? Don’t pull your hair out – here are 5 tips to help you create successful holiday ads.

1. One of the most important tips, be your customer.

Think like them, purchase like them, know how and where they shop for your products or services. Even know what they want to buy before they do. Here are 5 tips to help you understand more about your customer.

First, figure out their purchasing behavior. Before creating any ads, determine the channel in which the ad should be distributed. Take the time and understand how and when your customer is buying before you distribute your message. This is a great read.

Second, before the holiday madness begins, go through your buying process and experience exactly what your customer will encounter, especially if you are selling online. According to BI Intelligence, approximately $4 trillion worth of merchandise are abandoned in online shopping carts. Ensure the buying process is seamless and avoid losing sales.

2. Be specific.

Use targeted messaging to reach your audience segments.

If you don’t have segmented targets, it is a must. It is important to know as much as possible about your customers.  Know their age, where they live, their shopping habits, those are just a few things to consider before crafting your holiday ads.

This is a quick read to help you brush up on how to define your customer.

3. Avoid brand fatigue.

Once you figure out how your targeted segments prefer to receive your message, it is important to keep promotions and ads fresh.  You want to avoid having your customers tune out and tire of seeing the same thing all through the holiday season. Read more about brand fatigue and how to avoid it this season.

4. Create a sense of urgency.

Create special one day sales or discounts that need to be purchased quickly.

Here’s a breakdown of the promotions shoppers prefer, according to the National Retail Federation:

  • 73% say sales or price discounts
  • 2% say free shipping/shipping promotion
  • 2% say that having an easy website/mobile site is all it takes

Consider holding one day sales, or free shipping days, to entice customers to act quickly and make a purchase.   Create a sense of the limited availability of the product to increase the scarcity effect, read more here.

5. Help guide your customer to a gift purchase.

An easy way to assist your customer is by simply creating gift guides.

Many shoppers don’t know what they want to purchase and often rely on recommendations.  Based on what you know about each of your customer segments, put together thoughtful guides based on the products and services they enjoy the most. A survey of retailers found that emails featuring gift guides generated a 48 percent higher transaction rate when compared with other promotional mailings.

So, don’t wait, get those gift guides going.

Help your message ring through the chaos.

Breaking through the noise during the holiday season can be tough, but you’re not in this alone. If you feel you need help navigating your way through the season, we’re here to help you to create impactful messaging to engage your audience. The year is almost over; act now! Give us a shout

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