With thanksgiving holiday fast approaching, this holiday season is bound to be different for marketers and advertisers who are looking to drive sales while also being mindful of the current public health considerations. What are the key considerations for holiday marketing in the pandemic?
The article listed out 5 tips for local businesses:
1. Remind consumers of the value of shopping local and supporting local business
2. Up your gift card and e-gift card game
3. Offer easy and safe curbside pickup and delivery options
4. Send catalogs and postcards that offer online ordering options
5. Provide something of value such as free promotional item with purchase
Of these 5 tips, I found #3 to be the most relevant in the current trend as consumers switch to e-commerce and online shopping. Even though consumers will remain mostly loyal to brands that they had the habit of shopping at in past holiday seasons, having a hefty delivery cost or an unspecified/inconvenient pickup option will likely throw consumers off and force them to turn to other sites. Accompanied with the other tips, markets will have a better chance of staying on top of mind for local holiday shoppers.
In addition to the 5 tips above, marketers will also need to be mindful and considerate of using traditional concepts such as family get-together, big family celebration as their key marketing message, with the concern of spreading the virus in the current reality. It would still be okay to deliver an optimistic and festive message, but marketers will need to have the sensitivity to prevent turning consumers away.
Reference:
https://www.business2community.com/marketing/5-retail-holiday-marketing-tips-for-2020-during-the-covid-19-pandemic-02363551
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