How to Connect with your Customers in a Meaningful Way This Holiday Season
It’s about that time of year again when companies everywhere start turning up the volume on their marketing and we all start hearing and seeing more messages from brands everywhere we go.
If you haven’t yet launched a holiday campaign and you’re feeling the pressure to join the party, my advice to you is to pause for a moment to consider how you can set your brand apart and really connect with your audience in an authentic way.
Do you really want to be just another brand making noise?
At a time when consumerism is at its peak, there’s a largely untapped opportunity for businesses to go beyond just selling things and stand out by doing something that actually shows what they stand for, to inspire customers and be part of their lives.
I’m not just talking about e-commerce brands and retailers. Every industry can and should take advantage of the season of giving to connect with customers in a meaningful way.
Ask yourself, how can you personalize or humanize your marketing during the holidays?
Before you jump straight to offering sales, is there something you can do to give back or something you can say to help people understand what sets your business apart? Is there some way that you can acknowledge your customers in a way that they’ll remember beyond the holidays?
Set Your Business Apart with a Personalized Marketing Campaign
Everlane is one example of a company that has successfully elevated their brand story through their “Black Friday Fund” which, instead of offering discounts, donates all profits from purchases on Black Friday to a fund to improve their factory workers’ recreational time. The California-based retailer promises “radical transparency” in their pricing and where their products come from, so this is a fantastic way to showcase the people who make their clothing.
Feeling inspired to do something unique this holiday season? Here are a few ideas:
Highlight the unsung heroes of your business. Whether it’s your customer support team, your factory workers or logistics staff, give recognition to the people who make it all possible.
Give back. The holidays are a wonderful time to organize a volunteer day, make a donation or create a fundraising campaign for a cause. Be sure to choose an organization or activity that aligns with your business to avoid appearing inauthentic.
Showcase the people behind your business. Send a holiday card, email or video message that highlights the people who work at your company. Think outside the box to make it really personal and show actual faces - not just stock imagery. It’s quite common for CEOs to send a message internally, but far less ordinary to actually send a video message to customers.
See How Thomas Tong leveraged video to become one of Singapore’s top real estate agents.
Use technology to personalize your messages. If you have access to analytics, you have the opportunity to forgo mass marketing and send individualized messages to customers. This is the perfect time to reward your best customers for their loyalty and activate people who you haven’t had a chance to reach out to in a while.
Host a customer appreciation event - virtually or within limits. Think about how you can create an engaging online activity or how you can feasibly hold an offline event. Making a face-to-face connection leaves a lasting impression and helps to humanize your brand.
Celebrate your wins and the people who made them possible. Take stock of your milestones for the year and take this opportunity to thank everyone who contributed to your success, including your employees, external partners and of course your customers, without whom none of it would be possible.
As we get closer to Black Friday and Christmas, the volume will only get louder, so the best time to start planning is right now.
Need help executing a marketing campaign this holiday season? Get in touch to schedule a one-on-one consultation.
Marielle Reussink
Founder of The Emms, Marketing Professional, Entrepreneur & Advisor to Start-ups