Is it time to change the way you do your Christmas marketing?
In the lead up to Christmas, it can feel like you are locked in a game of who can market their business the most effectively.
You’re competing with the big advertising budgets of the likes of John Lewis, Aldi, Tesco and Disney and fighting for shopping time in between festive outings to Christmas lighting ceremonies, school fairs, end of year parties and the annual pantomime. It can feel like a marketing battlefield around this time of year.
So if you find yourself feeling like your business is being lost among the sparkling lights of Christmas, take a moment to consider this.
Nobody knows your business better than you do. You know your customers and what will make a real impact. These big retailers are spending millions on advertising, with unproven benefits in sales, but there are things you can take away and implement to effectively marketing your business this Christmas, without breaking the bank.
Are Christmas ad campaigns big business for brands?
Nick Bubb, a retail analyst, says the commercial benefits of Christmas ads is "unproven". Retailers tend not to share hard sales figures attributed to advertising, but they do believe what the Christmas advertising campaigns provide is a golden opportunity for companies to remind customers what makes them unique and distinctive, whilst spreading some festive joy and warmth to the nation. It’s powerful storytelling at it’s finest and a business owner, you could do the same.
Here are 10 ways to purposefully market your business this Christmas
This time of year, its great to create a sense of occasion to delight your customers, connect through in person and online experiences and share some of the traditions which bring a sense of familiarity and kindness.
Set your goal for this season - Your social media goals at this time of year can go beyond sales. How about growing your email list, building brand awareness, doing more in person events or building visibility through PR opportunities.
Consider thoughtful giving - Offer your audiences suggestions around thoughtful giving. You can do so by creating these product or services for your business or champion others who provide this. Think. pre-loved gift ideas, affordable bundles, stocking fillers or local charities they can support.
Get nostalgic - There’s nothing more heartwarming than making people smile at this time of year. Try using images or create short videos for TikTok or Instagram Reels of your own favourite Christmas memories, familiar Christmas traditions, where were you on this date 10 years ago etc.
What problem could you solve - People are evaluating their Christmas shopping habits. What gifting advice could you offer? Who could you collaborate with to help shoppers solve a particular problem they may be experiencing at this time of year. Host a Live or share a seasonal series with special guests on TikTok, LinkedIn or Instagram Reels
Supporting a charity or cause - Tis the season of giving. How can brands get involved? Can you support a worthy cause by fundraising, donating or volunteering to help a charity aligned to your values? Get your employees involved or spotlight the work of that particular charity.
Celebrate independent brands & businesses - Hot off the back of Colour Friday in November,, share ways people can continue to support small and independent businesses this Christmas. 👉🏾 Join the movement.
Christmas countdowns - This time of year is synonymous with Advent calendars. Can you create a countdown with a difference, perhaps breakdown your business story and vision, create a giveaway in collaboration with a local business or charity, share the urgency around a particular cause to get your audience involved.
Humanise your content - The best performing content is raw, human centred content. Go behind the scenes (perhaps with Elf on the shelf) and show your process, your office, your favourite winter walks. Take this one step further and ask your audience to do the same. Share their stories on your platforms to foster a sense of belonging.
Dress your brand for Christmas - Update your website, Google Business Profile, your bio and any seasonal offers. Pin particular posts to the top of your profile, create specific Christmas themed highlights on Instagram and LinkedIn, update links in your bio to direct your audience to take action. If you’re closing over the festive season, make sure your Out-of-Office messages provides details on how people can continue to support your business.
Get into the spirit - Share your Christmas play list, favourite books, which podcasts you’re listening to right now. Ask your audience to do the same through polls, “this or that” content or quizzes.
You don’t need a big budget!
This year, chain supermarket Iceland hit the headlines for choosing to forego traditional big budget Christmas ads.
Iceland MD Richard Walker said it was a “no brainer” when their customers are facing higher food prices to spend their £20 million budget on lower prices and money-saving initiatives.
I’ll wrap up and say that the most powerful marketing channel remains to be “word of mouth”. And that’s completely free!
Creating content that speaks to your audience and gets tongues wagging both online and through the experiences you create in store is the brand awareness that can’t always be bought.
Well thought out social media campaigns make people feel heard and valued, and this relationship is what helps customers feel good about doing business with you, not the size of your advertising budget.