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3 Easy Steps to Embrace Your Holiday Brand Voice During COVID-19
How To Differentiate Your Fall Marketing In 2020
When it comes to defining your brand it is easy to get caught in the visuals: the logo, the font size of the text, the image you want to represent your business…
But that’s how you go to speak for your customers is very important.
You may have the most beautiful website, the fastest and the best products in your business, but if you don’t have a great voice, you won’t have the impact you want, do for disappointing sales.
Voice is your brand’s personality, and it’s always the same. Your voice is what you change depending on the context.
Here’s what I remember:
Your personality remains the same (voice), but you express yourself differently (voice) in different situations. For example, your voice will change when you are drinking with friends vs. Meet with your financial advisor.
So when you’re creating your seasonal marketing plan, you want to keep your voice consistent, even if your voice changes from time to time.
Infusing your voice with some holiday fun, excitement and excitement can be a great way to encourage your audience to do their holiday shopping with you.
Here are some benefits of defining your voice:
It makes your current business known.
It allows you to truly connect with customers to build relationships vs. just hit them over the head with sales letters.
It helps you send consistent messages, whether you’re writing an email or a video message.
It attracts your target audience and keeps them engaged.
Because consumers are exposed to thousands of advertisements during the holidays, it’s important to consider your voice to differentiate your seasonal marketing plans.
According to some recent statistics, about 45% of Canadians plan to spend less on holiday shopping in 2020 than they did last year, so it may be greater competition to capture their attention.
Step 1: Have you defined your voice?
The most important thing to do when you choose your voice is to make it relevant to your customers.
It’s not about the way you like to write or speak—think about who uses your product or service.
You want to talk to your target audience and create a relationship for what you are offering.
Step 2: Take a look back to see what worked and what didn’t.
It’s almost impossible to successfully move forward if you don’t know what worked in the past.
If you’ve been doing seasonal marketing campaigns, are there certain ads or promotions that your audience responds well to? Is there data you can look at from last year to drive decisions this year?
While reusing what has worked in the past can be an efficient and effective process, think of ways you can make new ideas that already exist.
Change the image or content so your loyal customers won’t see the same old product from last year!
READ: Types Of Business During The Coronavirus: What You Need To Know
A brand is more than a visual representation, tagline, jingle or website; and it is not something that only “big people” should care about.
Your goal is to represent the entire experience of working with you. From your website’s color, to your core values, to the customers you send, every interaction someone has with your image and helps define your messaging – no matter what their positive or negative thoughts.
It’s time to look at what else we’ve put our name to.
Read more on our website.
Step 3: Tap into people’s emotions in the right way.
There’s a reason you see so many cute TV and digital commercials featuring cute kids and puppies—they work!
If you can truly connect with your customers while stirring their thoughts, it can lead to increased awareness and engagement.
Here’s a commercial Canadian Tire did last year, pulling at the heartstrings while bringing the real Canadian winter: tobogganing!
It is important to think about how you are portraying your voice and image now.
Many people will be staying at home this year, previously visiting family and friends because of COVID-19. Customers are frustrated, burned out and uncertain about the future.
Think of ways to understand and use marketing skills that can connect with your audience and not offend anyone.
Always have your voice.
There is quite a bit of controversy surrounding the use of words like “Christmas” in seasonal marketing. Other companies stay away from using traditional images such as Christmas trees or ancient scenes.
I’m not saying you should or shouldn’t censor what you say, but this decision affects your company’s profits. Think about what you want your small business to represent and how you want your customers to see you – and then stand behind it.
Whether your tone is friendly and practical, formal and professional or playful and silly, using these techniques can help you cut through the noise and create a memorable, Good for seasonal business.
What projects do you want to run this year?
Thank you for your success,
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