.brand Quick Wins: Holiday Marketing Campaigns
Holiday marketing is no new concept: as the end of year approaches, many brands are planning how they will reach out to customers, clients and partners to share thanks and spread some cheer to strengthen brand loyalty and engagement.
Some of the world’s biggest brands have taken holiday marketing truly out-of-the-box, creating campaigns that range from the hilarious to the heartwarming. Standout examples include Oreo’s ‘Design a pack’ campaign, the John Lewis and Age UK #ManOnTheMoon partnership and Lagavulin Whisky’s 45-minute ‘Yule Log’ video featuring Nick Offerman.
On a smaller scale, even your annual holiday card or email can be an opportunity to get creative and build something customers and partners will remember heading into the festive season.
Personal, valuable, emotional
Entrepreneur explains that the best holiday marketing campaigns draw people in.
By appealing to emotions, allowing people to personalize content, offering some form of value and making your content highly sharable, you’re more likely to engage an audience at a level that builds positive sentiment and brand loyalty.
“By appealing to emotions, allowing people to personalize content, offering some form of value and making your content highly sharable, you’re more likely to engage an audience at a level that builds positive sentiment and brand loyalty.”
A .brand new opportunity
Promotional or campaign-based sites can be a quick and simple way to utilize a .brand domain without impacting existing online assets. Hosting your holiday campaign on your .brand domain lets you create a unique, memorable address for your seasonal messaging and slowly introduce your customers to the .brand by tying it to fun, engaging content that they’ll want to re-visit and share.
Whether it’s an end-of-year greeting to clients hosted at www.holidaycard.brand, details of your upcoming sales at www.xmassale.brand, or a full creative campaign at www.merrychristmas.brand, your .brand Top-Level Domain allows you full creative control over the name of your campaign.
The added bonus? The increased data insight you gain by owning your own online namespace allows for a great opportunity to evaluate your audience engagement, see what’s working and take stock of the effectiveness of your campaigns as you plan for the New Year.
Appeal to self-interest.
The most important thing is to demonstrate ways your .brand will help each stakeholder to achieve their goals. For example, corporate communications might love the idea of launching a news.yourbrand site; investor relations might be excited about the prospect of creating investors.yourbrand; and your CMO would likely be over the moon at the prospect of having an unlimited number of perfect .brand domain options to fit every possible product, service and future marketing campaign imaginable.
Yes, engaging stakeholders to support the launch of your .brand domain will take some work. But think about it this way: when was the last time you led a deep and lasting business transformation that could change the very future of your business? Educate and engage stakeholders correctly around your .brand, and you’re on your way to branding yourself as a visionary and the champion that brought this change to the business.
GoDaddy acquired Neustar's registry business as of August 3, 2020.