From feel-good festive fun at retail with the likes of Kevin the Carrot or Argos’ Christmas fool, to heart-warming messaging like Sainsbury’s “Big night” , Christmas advertising often involves big names and bigger budgets (Elton John – John Lewis 2018). But ultimately it comes down to what works as so beautifully demonstrated by videographer Phil Beastall’s “Love is a gift” – so here’s our advice for effective advertising, at any time of year.
– Know your audience, and understand what motivates them to take action.
– Stick to your values. Your adverts may be novel, but your message, brand and underlying values should be consistent.
– Explore multichannel advertising. Primetime TV isn’t for everyone, but social media, direct mail and digital marketing can all be highly effective, instantly shareable and very cost-effective channels.
– Listen. Use social media and customer feedback to your advantage, and make the most of it next time round!
– Expand on your idea. Aldi has done a cracking job with its online campaign to back up Kevin the Carrot’s TV spots, with “behind the scenes audition” clips and more to encourage sharing and brand engagement. You only have to explore #SaveKevin . A strong advertising concept can work as an effective sub-brand, so make sure you explore all the options – and have some fun.
– Try something new. Lidl’s groundbreaking Twitter-pricing campaign, whereby certain products’ prices were reduced instore depending on how many RTs they got, was attention-grabbing, cost-effective, on brand and great for customer engagement. Top marks, Lidl.
– Don’t forget digital. Making content bite-sized and shareable is likely to make it spread far more quickly, so don’t splurge your whole budget on TV spots! Rewards, prizes and savings also work well here;
– Use, and understand, social media. If you get it right, your customers will do your advertising for you.
It remains to be seen whether the feel-good factor will win out over the bottom line in 2017 – heartwarming ads are great for awareness, but with the economy weighing on many people’s minds, will it be price-focused campaigns like Aldi’s which reap the real rewards this Christmas? Which ads have you liked – or loathed – this year? We’d love to know!