Nine Marketing Reindeer To Pull You To Success This Christmas
Christmas is almost here and you’re probably rushing around for the last minute Chrissy campaign blitz. Salmat’s David Blakers has found nine Christmas-themed ways to get your campaign over the line.
Christmas is arguably the busiest and most stressful time of year – getting your marketing campaigns organised, your decorations up and ensuring you are prepared for the mad last-minute rush is enough to make you despise that man in the red suit.
In case you were (somehow) unaware, Christmas is just over two weeks away so put the finishing touches on your customer engagement campaign for the festive season (and beyond). Here are Santa’s nine reindeer trends and tips to get your sleigh going this Christmas:
Rudolf – guide consumers to your campaign with multi-channel marketing.
It is no longer enough to just buy advertising space in a magazine or on TV. If you want to engage new and existing customers and create a strong, ongoing relationship with them you need to spread your message across multiple channels to ensure it is being reinforced.
Maximise the impact of your campaign by combining different channels, such as display advertising with search engine marketing, and use the right mix of online and advertising. This allows you to increase campaign awareness and generate a solid return on investment.
Dasher – strengthen consumer engagement with direct communication.
For strong audience engagement and fast results, direct marketing is an effective means of getting your message to your specific target market.
Email marketing is a proven winner when it comes to engagement. Bankwest research revealed more than 60% of Australian consumers believe emails are a great marketing tool, provided the content is relevant to them.
Consider the value of your mobile marketing database. According to research by UK-based mobile insight specialists MobileSquared, around 90% of all SMS are opened and read within three minutes and have considerably higher open rates, click-through and conversation rates than email and web, making SMS one of the strongest direct marketing tools.
Dancer – don’t underestimate the power of prize promotions.
Consumers like winning, so having a prize incentive in your campaign will attract attention. Prize promotions drive direct response to boost your audience and can provide strong brand engagement. They also require the consumer to provide their personal details so they are a very effective tool to build and update your marketing database.
Get the right advice around government regulations for chance-based promotions to ensure your campaign terms and conditions meet legal requirements. It can be a difficult process waltzing around the different state-based regulations.
Prancer – reward brand advocates and highly engaged consumers.
Christmas is all about being kind to those you love. Say thank you to customers who heavily engage with your campaign by offering additional rewards and discounts to grow brand loyalty. It’s crucial to know who your brand advocates are and to treat them as VIPs.
Vixen – understand your customers.
There is nothing worse than a brand that makes you feel like you are just part of the crowd. Everyone wants to feel important so ensure your communication is organic and personal.
Targeted marketing, such as letterbox, email and mobile advertising, lets you tailor content for specific audiences based on information you have on them. If you can segment your target audience into groups based on certain attributes – demographic, hobbies, age, purchase behaviour, etc. – you can centre your marketing around these distinguishing factors. It makes your customers feel like you have a better understanding of them and personalises their connection with your brand.
Comet – plan your overall trajectory and end goal.
The most important part of your campaign is knowing what you want to achieve. Set yourself realistic success metrics and from there plan how best to achieve them. You can’t always achieve everything at once so plan efficiently and outline your critical focus areas.
Once you have the customer’s attention, what is your end goal? If your campaign generates thousands of Facebook likes, what will you do with your new followers? Don’t forget your overarching campaign objectives, and make sure you also consider long-term engagement with your customers.
Cupid – build a relationship with your customers.
Often tactical campaigns attract attention at the start but the love tends to fades towards the end. Don’t let your marketing campaign be a one night stand.
Use your campaign to build an ongoing customer relationship. Get contact information from your customers when you engage with them. If they give you their email or mobile number, send them an immediate thank you while the love is still new.
Donner – avoid common campaign mistakes.
There are just three things to remember to help avoid most campaign mistakes:
- Keep it simple – complicated campaigns which consumers don’t understand are a sure-fire way to lose a customer
- Keep it convenient – multi-channel marketing makes engaging with customers convenient for both you and them
- Keep it appealing – if the content is dull or you haven’t tailored it to your audience, they won’t engage with it
Blitzen – evaluate your campaign.
Evaluation is critical, not only for the success of your campaign but for future campaigns as well.
If you are using online advertising, access your real-time stats to review progress and assess if your campaign is performing to expectation, or if it can be improved. Make sure you have the control to optimise your campaigns by monitoring, analysing and actioning insights generated by your SEM and display campaigns.
It’s not too late to start implementing some of these marketing tips before the bells really start jingling. They are simple and effective ways of engaging with your customers and growing your brand this coming Christmas period so consider where they could fit with your business.
David Blakers is executive general manager, digital at Salmat.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.