Advertising during the holidays can get tricky. Not only do you have to ensure that you are reaching plenty of people, but you also have to fit in to the festive spirit and yet stand out, at the same time! Quite the conundrum, isn’t it?
So, if you have been sitting on the fence, trying to decide how to design your marketing messages, here’s a quick heads up on how to go about.
Firstly, let’s look at what the winter holidays inspire, or more particularly, what is it about this time of the year that people look forward to it with such eagerness. The holidays are a time to relax, when we get a chance to take a break from work, spend time with our family and friends, and of course – get presents!
But that’s stating the obvious.
There’s something much deeper going on here than that. There is a lot of evidence that cold weather (just like hot weather) can affect our mood greatly. For instance, studies have shown that people are less likely to think violent thoughts during the winters. Similarly, there is an uptick in romantic feelings during the colder months as we seek out warmth through relationship.
Also, people tend to eat more during winter, who doesn’t like to gobble up on pies, cakes and wine while watching their favorite show in a blanket?
Finally, Seasonal Affective Disorder (SAD) is a well known phenomenon where people can experience a range of emotions, from depression to feeling sluggish and having difficulty concentrating. This is thought to be because of reduced sunlight during winter, which causes a drop in serotonin (our happy hormone) levels. While SAD is usually associated with winter, certain people may experience similar symptoms during summers as well.
As people are seeking warmth, using colors which inspire people to feel cozy can help them get out of the winter blues. Just like weather, color too can affect our mood, which is why warm colors such as red, yellow, orange, brown and green are seen in abundance during cold months.
Marketing content during winter should also focus on the positive. Remember, many people out there will be battling SAD and you can help them get out of the blues with cheerful, witty and joyous messages! In fact, the dull grey of winter can be the perfect background for a colorful display of positive emotions. You can remind people of all the things they can do during the colder months like snuggling up in front of a fire, and spending more time with their family.
As people will be spending more time indoors, this will also be the perfect opportunity to put out marketing material at social centers like the neighborhood watering holes, restaurants and cafes. Check out our wall decals and window decals for ideas on how to turn your store into a center of festivity and celebrations!
The holiday season is a time to build relationships. And while no doubt you can expect the best of sales to come during this time, by focusing on building a relationship with your audience, you will help them relate with your mission. Happy holidays!
