As a Mom and CEO of a promotions/marketing agency, I’m always looking at how brands can best capture the attention and activation of Moms – the primary decision makers in a family household. Companies come out in full force during the holiday season, spending millions of ad dollars from late fall through early January, but what makes certain products stand out, pushing them to be the “must-haves” of the season?
First off, I think smart companies know how crucial research is regarding their target audience’s behavior and buying habits. For example, where do Moms look first for buying gifts? How are they making purchases: online, in-store? Which offers receive the highest open rates? Reviewing and analyzing data will greatly support any company’s seasonal campaign during this most competitive retail period of the year.
Making sure your brand relates to the season is another way to win over choosey Mom shoppers. This is where creativity and brand synergy come into play by making a strong emotional connection to the consumer while staying on message. I saw a number of memorable ads and promotions throughout this season that did just that, including KFC’s Christmas Twitter Contest, West Jet’s surprise Santa baggage claim, Secret Santa on Pinterest, and Heineken’s fun filled carol karaoke.
And, probably most importantly, don’t forget about social media. Any brand’s presence on Facebook, Twitter and Pinterest provides the best location to update seasonal content and promotions. Last year over 25% of consumers used social media to research their buying options before purchasing gifts, so making sure your content and promotions are compelling and current is critical for capturing any consumer’s attention — especially Mom’s! Pinterest is a fantastic site for multi-tasking, crafty Moms looking for cool new recipes, crafts, decorations and toys, but make sure you use engaging and highly visual images. Personally, we have found Facebook to be a wonderful channel for online sweepstakes and promotions, and I’m proud of the following fun and even poignant TRG campaigns including Hallmark’s Snow Much Fun, Villa Fresh Italian Kitchen’s Naughty or Nice contest, and Huawei’s Thor Holiday promotion.
The holidays are always an exciting time, not only for Moms and shopping (not to mention the recipients of their well-researched and thoughtful excursions) but also for brands. It’s a time for innovative ideas, for new and strategic partnerships and — above all — for ways to give back to each other and the community.
