How to Tap into Customers' Emotions through Seasonal Marketing
The holiday season is an emotional roller coaster with its highs and lows. Endless opportunities abound, and well-thought-out marketing strategies can help you stay on top and potentially spike your sales.
Appeal to more than your customers’ rational minds with seasonal marketing. Use email, social media, and other digital channels to appeal to shoppers and maximize your holiday sales.
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Five Tips to Tap into Emotions through Seasonal Marketing
42% of all holiday shoppers search for gift ideas online. With so many people shopping online, retailers must find ways to engage with their customers and build an emotional connection with them. Seasonal marketing is more than just sending out Christmas cards and putting up decorations; it’s about tapping into what people want and need during a specific time of year.
The holiday season is a great time to tap into some of the most powerful emotions on the planet: nostalgia, happiness, joy, and love. You can capitalize on these feelings by creating content that makes people feel something when they see it. Here are five tips for using seasonal marketing to engage your customers this festive season:
1. Be Aware of Your Audience’s Mindset
Summarize psychology research on the emotions that tend to be associated with each season. This research can help you understand what your audience is feeling during each time of year and how you can use this information to create a seasonally-relevant campaign. Different seasons have different emotional associations.
When people feel these emotions, they spend more money on products and services that align with those feelings. That’s why marketers need to tap into these feelings when looking for ways to sell products during the holidays — or any other time of the year!
2. Consider the Channel(s)
Email campaigns and social media can promote sales and discounted products. Print advertising can be used for branding purposes only, such as reminding potential customers of your brand’s existence or reinforcing what makes it unique compared to competitors.
Consider using social media channels such as Facebook and Instagram to target different audiences with holiday-specific content. For example, if you sell fall-themed items like pumpkins or scarecrows, share these posts during October and November when people are likely
3. Emotion Is King, So Lead with It
Tap into human empathy, not just self-interest. Give your audience a reason to celebrate. Emotion is the driving force behind every decision we make. It makes us fall in love with one brand over another and buy a particular product or service.
Decide what you’re trying to achieve with your moment marketing campaign: Are you selling a product or service? Are you raising money for charity? Are you trying to build brand awareness? Find ways to tie these goals into an emotional story or theme that resonates with your target audience, then build your campaign around it.
4. Create a Sense of Anticipation and Urgency
Focus on the reason for the season. Give attention to detail and capture the mood. Think about how you want your customers to feel when they think about buying from your business during the holidays. Do you want them to feel excited? Nostalgic? Create content that will help them feel this way before they buy from you.
Seasonal promotions can be a great way to drive sales during peak times, but only if they’re timed right and targeted properly! Use urgency messaging in email subject lines, social media posts, ads, or even direct mail pieces that let customers know there are only X days left until Christmas/ New Year/ Valentine’s Day/ etc.
5. Keep It Simple- Leverage Nostalgia and Encourage Community Spirit
Create simple holiday cards that allow users to share their photos or videos with friends, family, and co-workers using social media platforms like Facebook, Twitter, or Instagram.
Get people talking about how they feel during the holidays by encouraging customer feedback on social media or holding contests where people can share their stories about celebrating this time of year.
Locobuzz believes that by collecting insights from social media, we can take the client’s brands and products to the next level. This is no easy task, as most companies look for that edge that will make them stand out from the crowd. To achieve this, we must look at everything with a blank canvas. Ask yourself, “What do I want my consumers to feel?” Everything from social media marketing to packaging and design will affect their emotions.