Take advantage of National and International holidays to sell and grow the awareness of your Business.
Ask yourself;
why should I create specialized marketing for certain moments and holidays?
How do I find the right moment for my business and target 🎯 audience?
How do I create moment based marketing plans and materials?
Before we begin, I will like you to take a second to reflect on the past year. Think about how much has changed in those 365 days.
It’s safe to say that the year probably wasn’t a long, uneventful time period where absolutely nothing happened.
Even if it was a relatively clam year, annual events. like holidays broke up day to day routine.
If running specialized campaigns for every single magical moment out there sounds exhausting, don’t worry 😉 you don’t need to cover all of them.
You’re looking for the moments and holidays that share themes and emotions with your brand identity. For example, a yoga studio might run custom marketing during National Fitness Day, but do nothing special on National chocolate 🍫 Day.
This type of moment based targeted marketing can help you boost sales and raise your brand awareness and affinity with your customers and audience.
To find the moments that are most relevant to your brand, start with a broad list of events that happen throughout the year and refine it down.
The easiest place to begin is with holidays. Take out a calendar and write down all the major ones. Once you have that out of the way, you can start digging deeper.
Look for times during the year when you have spikes or dips i sales or engagement. Are they attached to any identifiable moments or events.
Next, find out what your target 🎯 audience is interested in. Use an online tool like googletrend.com to see what searches are popular with your audience, and if those keywords are attached to a particular moment.
You can also survey your target 🎯 audience to learn about their lives, the holidays and other moments they care about, and their normal shopping patterns.
Take your broad list of moments and messages associated with each. Do they fit in with your brand identity?
For example, New Years Eve involves the theme of
resolutions, with ‘health’ being a big part of that message. A yoga 🧘🏽♂️ studio or other fitness brand could easily find a way to attach their marketing to this moment.
Also, look for the times of year propel automatically associate with your brand, and when your products or services are used the most. A Barbecue 🍖 grill might associates with fun backyard cookouts and be used the most during summer.
Your brand identity can also matched to a certain cultural events like concerts or sporting championships, event if it’s not obvious at first. A bottled water 💦 brand (Healthich.com) could market itself as a way to stay hydrated at a music festival, for example.
Note
Not all cultural moment are great marketing moments — like a National Tragedy 🎭, for example.
In general, try and avoid attaching your brand to any sensitive, negative, or polarizing event.
Once you have a refined list of moments that are relevant to your brand, map them out on a calendar 🗓. This will help you keep track of and prepare of them when they are approaching.
Assign each moment one or more business goals. moment about driving sales? Building brand awareness? Creating more engagements with your audience? Getting you more leads?
Accomplishing a few of these things will be a benefit for your business or brand.
Then, create a marketing plan that will help you reach your goals. Figure out what kind of marketing materials needed to be produced and when. Don’t forget that people often research 🔬 products and deals before the moment happens, too.
Consider whether part of your plan should include sales or promotions for specific products or services. For example, people buy holiday gifts 🎁 on cyber Monday, so that could be a huge day for sales.
REMEMBER☝🏾
Yes, you’re coming up with a specialized moment-based marketing plan. But on, it shouldn’t live in a silo.
Make sure it fits in with your general marketing efforts throughout the rest of the year.
Now you’re ready to craft some creative marketing assets. Start by focusing 🧘🏽♂️ on your messaging, which should blend your business goals with your moments.
If your goal is to drive sales, your messaging should revolve around the rituals or moments and show how your products or services are a part of them.
The yoga 🧘🏽♂️ studio, for example, could create marketing materials for New Years Eve that presents their 10-class yoga 🧘🏽♂️ package as a way for people to keep their health resolution.
If your goal is to raise brand awareness or affinity, your messaging should tap into the moment’s themes and emotions, and associate your brand with them.
To celebrate the arrival of spring, the yoga 🧘🏽♂️ studio could run marketing campaign that is associated with their brand with the feelings of rejuvenation and growth that comes with the change of seasons.
NOTE
Make sure to adjust your copy and design for display ads, search ads, social media ads, social media posts, videos, blogs, email marketing, landing pages, and more.
Find the best way to get your messaging across in the ad formats you’re using.
As you’re creating your marketing assets, don’t forget to prep for searches, especially from mobile, and make sure your site is in order and mobile friendly.
🔎 Mobile searches can be hugely important for moments based marketing. Go back to tools like googletrends.com and research 🔬 keywords that are both population during your moments and relevant to your product or service.
📱 The set up your search engine marketing{SEM} and search engine optimization{SEO} so your marketing and brand will appear when these keywords are searched.
🧑🏾🔧 Also, make sure your website is ready to for all the extra visitors that might come it’s way during your chosen moments.
Verify that your serves can handle this traffic and that your site won’t crush.
Finally, think beyond the current moment you’re creating marketing for and set yourself up for future success.
Add call to actions{CTAs} to your marketing that encourage your audience to keep engaging with you after the moment is done, liking following you on social media and signing up for your emails and newsletters.
You should also measure how well your marketing reach your business goals. What worked, what didn’t work, and what can you improve on next year.
Let’s go this to get you set up
Let’s get ourselves started on the part to moment based marketing. Let’s help ourselves create a checklist of steps we should take before jumping into the planning stage.
Checklist Maker
- [x] Look for spikes or dips in sales and engagement throughout the year and see if they’re attached to a moment
- - [x] Solidify my brand identity
- - [x] Define my target 🎯 audience
- - [x] Setup website, social media profiles, and other marketing channels
- - Research 🔬 which keywords my audience searches throughout the year and look for trends
- - Survey your target 🎯 audience to learn about their lives and habits
- - [List the major holidays that are important to my audience
- After you’ve done all the steps in your checklist, put the special moments and holidays into a list and evaluate whether or not they fit in with your brand identity. If they do, add them to a calendar 🗓, and start creating your marketing plan.
Thanks for reading and I know you got value and more important hope you do something together it.
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