Don’t say it too loudly but the longest day is over, the nights are drawing in and Christmas is coming...oh yes it is.
And just like a pantomime baddie we are here to ask If as an independent business without big budgets and the push from head office you have any plans to make the most of the festive season? Don’t forget in the blink of an eye it will be behind you.
Before you tackle your Christmas marketing head on it may be worth taking a look at some of the 12 'myths' of Christmas marketing which featured in an OMD survey last year.
Among the key myths is the assumption that millennials do the massive bulk of festive shopping online. Instead a whopping 51 per cent of 16- to 24-year-olds expressed a preference for Christmas gift shopping with other people. The research underlined that Christmas TV ads that premiere in the first week of November enjoy a "love" peak in mid-November, but fatigue by mid-December.
Among other myths that are touched on by the research are that Black Friday is the new key time for gift buying and that people are buying fewer gifts for fewer people.
Another supposed myth is that consumers upgrade their groceries at Christmas time, when in fact people shop at more supermarkets in December (2.8 per week) than November (2.3 per week). Indeed a staggering 25% said they would show less brand loyalty at this time.
And it isn’t too late to get a plan in action for your business at Christmas and with SpitfirePR we have a wide experience of promoting a host of clients over the festive period across a wide range of specialisms.
To have a coffee and a chat now about your plans for a cost effective and rewarding Christmas campaign call 07539 782979 or email firstname.lastname@example.org
In my last blog post I explained that when it comes to hashtags you should check, check and check again when generating one for your own marketing campaign.
Always assume that a hashtag has been used before and therefore research what message or connotation is attached to it.
Allied to this if you are planning to jump on the back of a trending hashtag (one that is proving so popular it is among the most used at that current time) then understand the message behind it, if any, and decide whether it is in good taste for you or your business to either endorse it or to be seen to try and win business off the back of it.
There are many examples where this hasn’t been done.
In 2014 US based DiGiorno Pizza fell foul of the hashtag when they tweeted
#WhyIStayed You had pizza
On the face of it fairly innocuous but the trending #WhyIStayed hashtag was generated as domestic violence had become a key issue due to a story that had developed at that time.
It was being used to discuss abusive relationships and clearly in no way the sort of territory in which DiGiorno wanted to promote their pizza. This was not a cynical exercise which backfired, simply one person who didn’t check the hashtag and failed to fully grasp why it had been generated.
The tweet was later deleted but to their credit DiGiorno didn’t leave Twitter or fall silent, they attempted a personal response to each heartfelt complaint. But more of that when we look at how to deal with a crisis on social media.
How difficult can the hashtag be?
Well clearly for some it can still be either a little confusing or something that can be just too hard to resist.
The key message if you are hoping to either generate your own hashtag or to jump on the back of a trending hashtag (ie one proving very popular at the time) is to check what the meaning is behind it.
If you think you have generated your own hashtag (and like many things in life few are unique) then do some research. See if it has been used before and if so what the meaning was.
If you are satisfied it is new or it has neutral connotations at best then go for it and put it to the forefront of your marketing on social media.
If you spot a trending hashtag then check, check, check. Why is it popular? What issue or business has it been set up to highlight or promote and do you want to be associated with it or with the message. You might also ask is it right to to actually try and trade off the back of a hashtag which has been set up to highlight what will often be a serious issue.
In my next blog post I will show you some examples of where businesses simply haven’t thought about the connotations of the hashtag they have associated with or have clearly associated their brand to a hashtag without knowing the issue it was promoting - with disastrous consequences.
They didn't do their research or check, check, check.
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