With the festivals waiting right around the corner most brands experience the highest sales of the year from September to December. Festivals are a perfect time to connect with your prospects and celebrate those feelings of camaraderie, gratitude, and interconnection. Marketers can leverage these feelings to deeply engage with their customers on an emotional level and build trust and credibility using several tools of festive marketing.
In a country like India, where purchase decisions are mostly driven by emotions, the holiday season comes with a big bonus of reminding your customers about the Indian culture by associating it with your products. Coming few months will be packed with action with customers flooding the malls, markets, and shopping streets. There will be more people on the street for shopping and celebrating. This provides marketers a very good opportunity to reconnect with your current and prospective clients or customers. You can plan out effective outdoor/digital/TV campaigns during the festivals that will help you in making a better connection with your customers or clients.
Let’s take a look at the festival calendar of coming few months.
18-Aug: Raksha Bandhan
25- Aug: Krishna Janmashtami
05-Sept: Ganesh Chaturthi
13-Sept: Onam, Eid al-Adha, Bakrid
03-Oct: Al-Hijra, Islamic New Year
10-Oct: Maha Navami
11-Oct: Dussehra, Madhvacharya Jayanti
30-Oct: Diwali, Lakshmi Puja
As a brand owner, a well-planned approach can help you promote sales during this festive season. This is also the right time to showcase your brand and build your reputation. Here are few tips and some marketing strategy examples to help you ride the waves of increased economic activities during this period via festive marketing:
Market Using All Channels
You cannot just assume that your potential customers will see your messages. Instead, you should try to get it to them using all possible channels. Choose to build brand awareness and promote your products through different platforms, particularly using OOH (off-line) and online methods. Use a mixture of un-conventional ( LCVs, Bill-back etc.) and conventional (Bus shelters, hoardings etc.) with emotionally engaging content. Go strong on social media and digital platform and personify the brand with the spirit of festivals. It is best to partner with an efficient marketing agency that aligns with your brand if multiple channel promotions are beyond your scope. This is the time of the year when the audience is actively looking into the product brochures or brand websites to understand more about the product so as to satiate their shopping thirst. Which means you get a better shot at having a viral campaign if you plan it well. To understand more about the viral campaigns, refer to our previous article titled as Viral Campaign: By Mistake OR By Design?
Strategic Packaging – A game changer
Let’s discuss it with an example.
Cadbury, for instance, came with a new ad campaign for their product ‘Dairy Milk’ during Deepawali through which they tried to put chocolate as a substitute for the Deepawali sweets. If this would have been just a promotional campaign, probably nothing would have come out of it. Because, the Indian population has a propensity to gift large boxes of sweet when it comes to celebrating the festival and chocolate, in general, comes in small-sized SKUs. Mondelez International’s marketers were smart enough to recognize this. So when the campaign was launched, they launched a whole new range of SKUs with glossy packaging embellished with the colors of the festival. The campaign was a huge hit. It opened the floodgates of this new industry where all the food brands were marching ahead in a quest to replace the traditional festival sweets with their offerings. Cookies and Snacks brands launched a comprehensive
range of SKUs to keep up the momentum of this new revolution. Now if you go out for Diwali shopping, you will find that every single grocery store around every other corner is selling these trending Diwali sweets.
Special Offers and Discounts
During the festive season, people are interested to buy new things and you should target on this propensity of your customers to introduce some very attractive offers. This could be in the form of discounts, free samples, buy-one get one free offer, discount on second purchase and so on. You could launch an offer on Diwali as ‘Diwali Special’ where you can introduce some combos and packages, etc. It depends on your product and your unique idea that creates the difference.
The holidays are the perfect time to build an emotional bond with your customers. The positive feelings of family, giving and gratitude are already at the forefront of the season and your marketing campaign can piggyback on those emotions. In addition, personalize your campaign to your customers and get your staff involved. With a sharable campaign, good offline representation, hot online deals and a consistent multi-channel experience, you’ll be positioned for maximum holiday-season success.
Good Luck !!!