Holiday Branding Lessons We Learned in 2017

By on January 5, 2018

Hurray for 2018! We’ve come a long way in marketing and branding our businesses these past few years. We’ve seen a lot of changes in how marketers leverage technological innovations to build their corresponding brands.

As we regroup and turn over a new leaf this year, it’s just proper that we look back from our past year’s efforts and learn from them to move forward with our campaigns this year. We should aim to rectify our mistakes and improve those techniques that helped us build brands to where they are now.

If you’re a small business owner, we’re here to help you with the best holiday branding lessons we learned in 2017. Nowadays, it’s not enough to talk about something unique — it’s the time to make something unique that resonates your brand with your target audience.

So, what did we learn from last year’s branding campaigns? How can you make your brand stand out among the others in 2018? Here are our takeaways from 2017 that you can use to move forward with your brand this 2018:

Lesson #1: Launch a Relevant Ad Campaign

We’ve always been preaching doing something relevant, but it looks like some marketers don’t just get it — create something relevant to your target audience. Yes, your brand should be the one who needs to adjust.

Cue in the holidays — during the Thanksgiving to Christmas season, a shoe company has shifted the tides to create an ad campaign that promotes their products as the best gift someone could ever have for the holiday season. Now that Christmas is over, this shoe company has begun promoting their brand as a tool that someone can use to meet everyone’s perennial New Year’s resolution: to lose weight.

See how we try to shift how people see our brand? It’s true that ad campaigns can get the word out there about your brand; but if you don’t plan your campaign thoroughly, or if you don’t try to reach out with your audience, then you’re just wasting your money online.

Lesson #2: Be Creative with Your Tagline

Similar to the first lesson, you should be able to make your brand flexible to adapt to the changing seasons. Being creative with your tagline helps in brand recall, which in turn raises brand awareness. It helps people remember you through your efforts in staying relevant.

Similar to updating or changing your colors during the holiday season, tweaking a tagline or key brand message is completely appropriate at this time of year as long as you maintain an authentic brand voice.

Coca-Cola has always been on the top of their game with their slogan, “Taste the Feeling”. They have created numerous ads with their tagline in different situations, whether it’s hanging out with friends, or Santa Claus reading your note for Christmas.

Create a tagline that will deliver the message across your audience. If you think your tagline isn’t as catchy as Coca-Cola’s, you can always come up with ways on how to change your brand’s perspective into a new ad campaign.

Lesson #3: Offer Discounts, contests, and giveaways

Promotions have always been the core of marketing, especially with e-commerce websites. This 2017, 96% of consumers have used coupons while making a purchase. While it seems that you’re wasting too much money in giving away discounts, it’s actually the opposite. People are inclined to spend more just to meet the required amount to use a coupon.

Customers who use coupons tend to spend 24% more than those who don’t use coupons for their purchase. Instead of losing potential revenue, you’re still gaining due to consumer habits.

Here are our key takeaways from implementing discounts and promo codes:

  1. Use coupon codes with items in your inventory that doesn’t have enough purchases.
  2. Retain customers by giving out coupon codes to frequent buyers; that’ll surely keep them buying for more.
  3. Did a new customer just sign-up for an account? Offer them a coupon code with an expiration to get them purchasing from your website.

Lesson #4: Get Your Customers Involved

If you want to attract more customers to your business, give them a chance to be a part of your business. Through social proof, you can engage a lot of social media users one post at a time.

Big brands have already been making the most out of user-generated content as a key part of their marketing strategy.

This recent holiday season, we’ve seen numerous brands encouraging their followers to post something about the brand itself.

Perhaps the best example cite on user-generated content is @gopro. They’ve been curating posts from all over the world and sharing it on their Instagram profile. Caveat, marketers. You might be looking at a lot of submissions, so you might want to dedicate your team to look for quality submissions that will attract future customers to your brand. What you post on your profile reflects on your brand; share wisely!

Lesson #5: Make Use of Social Media

Organic reach can be beneficial for your business, but nothing beats social media marketing as a tool to spread your reach. Organic reach and social media should go together in promoting your brand online.

As of 2014, 88% of companies online are already using social media for marketing; after four years, this figure should have grown increasingly. There is no doubt that social media has been a viable tool for marketing and converting audiences down the funnel.

Social media channels are continuously changing throughout the years. Nowadays, we have 360-degree videos, multi-product ads, AR/VR-ready posts, and more. We can even share current events, live! It’s an endless opportunity for brands, no matter how big or small your business can be.

Our tip: make sure you know which channels are more appropriate for your business. Some work better than the others. Are you interacting with consumers, or are you marketing towards business owners? Facebook, Instagram, Pinterest, and LinkedIn are the top channels you should invest in. Aside from social proof, we recommend the mastery of social listening to get involved with your target audience.

Holidays are already over, and it’s a start of a new year. Learn what you can from your past marketing efforts and build a solid, user-centric strategy to improve your branding this 2018.

About Sarah McGuire

Sarah McGuire Sarah McGuire is a Digital Strategist for Local SEO Search Inc., a trusted SEO in Toronto. She takes an in-depth, hands-on approach to startup social business strategy. She has experience in digital marketing, social media, content strategy, and marketing communications.
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