Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Tanja Džido, Digital brand strategist & freelance consultant
Diligently prepared marketing and sales strategies have been put into operation, but in a variety of bright festive garbs, it might seem as if no one sees the wonderful holiday clothes of your brand? It is not yet too late. You can still conquer the festive scene and take the position of a bright star at the top of the pine tree. For those who like figures, HGK estimates that Croats will spend 12 billion HRK (€1.6bn) for the holidays. How much of it will they spend on your brand?
Santa Claus is riding the digital sleigh
Holiday shopping this year is more than ever supported by mobile devices. In 2015, it recorded an increase of 60%, and this year complete domination of mobile is predicted – 80% of your customers will use mobile devices for making purchasing decisions. What does that mean? Turn up your activities on the digital channels. Cross-link, engage users, point to a landing page and stores, and make their purchasing process easier. In the murmur of many sellers who cry out loud, be the one who will take their customer by the hand and make sure that they come to what they want, without unnecessary wandering in the festive market where everything looks so tempting.
Santa Clause is coming to your door
Gone are the times when we wanted to be part of a marry bunch who takes photos and hangs out with Santa Claus. This year we are more possessive. We want Santa Claus to mingle and take selfies only with us. If he makes us feel special on his lap, he has our attention. How to do it? If you still haven’t, remove dust from the numbers you’ve been collecting throughout the year about your customers and use them to surprise them with personalized ideas for gifts. Use narrow location and demographic targeting on the digital channels to address your customers in a personal way, using information about their internet searches, interests and past online purchases. Show them that Santa Claus has been watching them closely throughout the year and that he will offer them a gift for the holidays that will best suit their needs.
Santa Claus has a big heart
What is your first association with the holidays? No, it’s not gifts, it’s the family, and the sense of community. Without our loved ones gathered, holidays would be nothing special. Those who for some reason spent their holidays alone, away from their loved ones, are best aware of that. Why wouldn’t your brand reunite those who are miles apart or make those who are lonely feel a part of your brand family? Turn the feelings of loneliness and separation into feelings of happiness, surprise and charity. Encourage others to share, donate, make holidays more cheerful for those who have been bypassed somehow by the holiday magic. Show that your brand has a big heart, and your customers will show that they have a great loyalty to you.
In the end, make these holidays into something greater than sale and exchange of goods and services. Let the holiday spirit permeate your campaigns and raise them to a higher level, and believe that it will bring with it greater sales and greater long-term loyalty of your customers. Remember, emotion is the holy grail of successful brands, and when do you have a better opportunity to show more emotion than during the holiday season? Good luck!