Families and friends come together during the holiday season to rejoice and rejuvenate. It is also the time to exchange gifts, which is always exciting no matter the age of the people involved.
When such a holiday season is just around the corner, as a business, it is imperative to look for new ways of connecting with the audience. And what better ways are there during the holidays than collaborating with celebrities to gain visibility and enhance brand awareness? But is it beneficial? What is the effect of celebrity marketing on consumer spending, and how can you leverage celebrity marketing this holiday season as a part of your marketing strategy? The holiday season has always been a crucial period for brands in the e-commerce industry. This is because of increased demand and increased purchasing power. For instance, some brands launch new products during Christmas, while others focus on promotion many weeks before the New Year.
Points to consider before creating marketing campaigns for the holiday
There is nothing more exhilarating than getting a holiday campaign just right. However, some specific steps must be followed when developing a campaign, and here is guidance from a Celebrity Marketing Agency of New York. If this is your first time creating a campaign and you are overwhelmed, then the following are the points to consider.
Choosing the correct celebrity: A brand must research the celebrity interested in your goods and services. When an organization's values match those of the celebrity, it ensures that the holiday campaign is collaborated with the correct individual. While selecting a well-known individual, a brand should research those who not only have an engaged following but are also knowledgeable and passionate about the genre of your products. Research should also be done regarding the celebrity’s association with other brands that can hamper the effectiveness of your marketing campaign.
Get ready in advance: We live in a world that is changing fast, and the same is prevalent for customer taste. Your brand must be flexible to change as and when necessary, and this is possible only when you start early. When you do not wait until the last moment to start your campaign, you can make informed decisions as you have enough time, increasing the chances of your campaign's success. For example, it is advised to start working on Christmas slogans and content before December arrives.
Maintain the theme: After you have partnered with the correct celebrity, you can start setting up the campaign. Before moving forward, the campaign must be relevant and in sync with the holiday theme. Christmas, for instance, is all about love for family and close ones, and the primary theme of this holiday is sharing gifts. As per research, 70% of shoppers between the ages of 24 and 35 stated that celebrity presence in product promotion is an excellent source of inspiration for gifts during the holiday season. Another custom of Christmas is decorations where red and green are considered the primary colors. Throughout the year, such customs are present for each holiday season to help you create a suitable campaign. For example, for Halloween, cobwebs, skeletons, and pumpkins are used, and for Easter, using egg hunts and easter eggs is the custom. The content during the holiday season should be made up of high-quality images and videos that depict the essence of the holiday.
Establish Disclosure Obligations: When the relationship between the advertiser and the celebrity is unclear, the Federal State Commission mandates that “both parties must disclose material connections” that include payment or free products received. It is not always clear on social media if the celebrity is an unpaid fan or if the celebrity is getting paid by the brand. Such an issue is not present in traditional marketing such as TV commercials. The contract should specify that the celebrity is complying with the guidelines of the Federal State Commission and other applicable laws, and it must also include the declaration of the paid relationship in endorsement messages clearly and noticeably (like using the hashtags # PaidAd). If possible, the brand must develop the content or demand that the posts created by the celebrity are approved beforehand to ensure that the posts are neither misleading nor inconsistent with the brand's values.
Measure your progress: Ultimately, the campaign's performance must be measured based on the Key Performance Indicators (KPIs). It is necessary to evaluate your progress and measure your success. This includes tracking online conversations, assessing sales, and monitoring media coverage. The feedback received through polls and surveys should also be taken into account. All of these are crucial sources of information that show the areas that need improvements and those that are working as intended. When it comes to marketing campaigns, data is a necessary element. You can also utilize A/B platforms and analytics software to ascertain the visuals and call-to-action reverberating to your target audience. With such statistics, your outputs can be evaluated, the market can be predicted, and necessary adjustments can be made to improve your conversion rates.
Create an alluring marketing campaign.
● Storytelling is an essential aspect of successful marketing. Consumers are attracted to stories that evoke nostalgia during the holidays. Encourage celebrities to share stories in connection to your brand. For example, the celebrity can share their childhood story of baking, which is now enhanced because of your products.
● One powerful motivator is exclusivity. Products designed on the holiday theme or celebrities can unveil an exclusive product in front of their followers. Such uniqueness and a sense of urgency usually result in quick sales. For example, a beauty brand can release an exclusive skin care product to lift your holiday mood and improve your skin. This will boost your audience’s spirits during the season.
● Even though static posts are effective, interactive content can enhance engagement. Collaborate with a Celebrity Marketing Agency in New York to host live unboxing events or contests based on holidays. For instance, a home décor brand can organize a contest for followers where they share their home décor tips and tricks, and the best entry gets a chance to win a home makeover by the brand.
For a brand just starting, the holiday season is the window of opportunity for establishing and expanding its presence in the market. Celebrity marketing, which is a blend of engagement, targeted reach, and authenticity, can help achieve this. Leveraging celebrity marketing to boost your sales and expand your reach around the holidays is a tremendous idea, irrespective of your experience level with celebrities. Excitement grows during the holidays; hence, it is the perfect time for brands to draw in new customers, maintain emotional bonds with existing ones, and advertise their brands. Given the importance of holiday celebrity marketing in the business plan, this article will help you craft your holiday promotion ideas for 2024.
Comments