When Is The Ideal Time To Launch Festive Marketing Campaigns?
During the time of festivals or holidays, there is a lot to think about, especially when you are responsible for marketing your business. You must develop a strategy for holiday marketing, considering all the factors that will make or break your holiday success. But when exactly should you start your festival marketing campaigns?
It is a question that many business owners and marketers have, so we suggest some of the peak timings and key aspects that you need to know before you plan your festive marketing strategies. When the monsoon starts in early September, something begins to fill the air—the palpable sense of anticipation. Homes are cleaned, and markets glow with the color and lights. In India, the festive season is not just a celebration but a crescendo. Brands seek consumer attention as buyers gear up for purchase. The same goes for the global market as well, and with the onset of winters—Halloween, Thanksgiving, Christmas, and New Year—it’s a season of gifting, splurging, and home improvements. With all these opportunities comes fierce competition, and getting festive campaigns right is just showing up with impeccable timing, precise targeting, and creative finesse.
As per the VDO.AI & MoEngage report, digital ad spending in India increased by 15.9%, revealing the fact that 57.8% of consumers are ready to spend over INR 20,000 in the festive season, allowing brand outreach and growth.
Let us start with the most vibrant festival, Diwali, when everyone is busy decorating their home, purchasing gifts, and renovating their home interiors. This is an emotionally charged time intertwined with cultural and material expression. Behind the scenes, brands should meticulously plan the month and see how they can reach out to their consumers.
How early is it enough to start?
Planning is the first stage, where campaigns need to be planned well ahead of time. This helps to secure optimal media placements, refine messaging, and maximize ROI. We have broken it down into three parts:
- Planning
- Warming up for holiday marketing messages
- Full-fledged on for Holiday Marketing
It is understood that people start festive shopping earlier in every holiday each year, and with high inflation, shoppers will shop earlier this year to grab gifts. You may not have all the details lined out when it comes to what’s happening in September, October, November, and December, but thinking about your holiday marketing from July to August can solve the purpose.
So when should you start your festive marketing?
The quick answer is August.
If you haven’t started the planning, it's still not too late. Gear up your strategies and reach your audience.
Key Tips:
- Identify the offers or holiday discounts.
- Outline who you want to target.
- Chalk out some key messages.
- Think about what different tactics you can apply to balance your marketing goal.
- Pre-plan your holiday social media post.
Big purchases need you to build consideration beforehand, while smaller purchases need to be more relevant to the brand for more consumption.
Consumer Behavior: The Key to Campaign Timing?
Understanding consumer behavior is important to pinpoint the optimal timing for the campaign. Festive time sees high peaks in search activities, greater spending, and more emotional connection. We now live in an era where tracking is easier than before and brands have more tools than ever to predict and respond to consumer behavior.
When to launch a campaign depends on whether your brand fits a particular category or not. Big purchases such as large appliances, cars, or small appliances need you to consider beforehand. Any marketing during the festive season will be for engagement and aligns with the emotional side too. So, staying relevant during this time ensures more consumption.
Allocating Budget Wisely
Allocating a budget wisely during festive marketing is crucial for maximizing return on investment (ROI) and ensuring effective use of resources. Businesses should start by analyzing past festive campaigns to identify high-performing strategies. This allows them to focus spending on channels and tactics that have proven to drive sales, such as social media ads, PPC campaigns, and email marketing.
Next, businesses should prioritize their budget based on customer touchpoints. For example, if online sales are the primary revenue generator, a larger share should go towards optimizing websites, festive-themed content, and digital ads. However, some stores may need to allocate more towards in-store promotions and festive displays.
Setting aside a portion of the budget for last-minute opportunities is also wise. Trends can shift during festive periods, and being agile allows businesses to capitalize on emerging opportunities. Investing in tools like analytics software to track campaign performance in real-time can help adjust spending quickly for better ROI.
Finally, businesses should ensure they have a contingency budget for unforeseen circumstances, such as supply chain issues or sudden changes in customer behavior. With strategic planning and careful allocation, businesses can maximize their festive marketing efforts while staying within their financial limits.
What about customer fatigue?
The festive season floods with advertising from all corners, and there is always a risk of consumer fatigue. Timing and targeting are crucial to avoid any pitfalls.
Consumer fatigue often arises when communication lacks immediate relevance. But sometimes fatigue may not be an issue given the ad clutter during the festive season.
What happens when creativity and timing sync?
The force is on driving sales for festive campaigns, so message, creative, media section, and timing all must go in sync. The festive season focuses on these three pillars, where consumers' attention is at its fiercest. No advertiser ever wants to lose on any of these three other campaigns which can result in a loss of leads.
During other times of the year, the impact of the timing may not be that pronounced, so a balanced approach of all three elements can lead to a successful campaign.
When to warm up your holiday campaign message?
Warm-up time is between August and September, and you need to focus on content creation. Introduce loyalty programs, and special offers, or educate them on what you have during holidays.
When to go HEAD ON with your festive marketing campaign?
No matter which industry you are in, once November hits, your festive marketing strategy should be in full swing. Discounts on Halloween candy, Diwali offers, and much more can have a candid impact on your campaign.
The holidays are pretty much here, so give it all that you have. Consumers will need your service either way; the only thing you need to create is an emotional connection.
QUICK FESTIVE MARKETING TIP
1- Invest in cross-channel festive marketing channels.
2- Capture in-store shoppers.
3- Invest in geofencing.
4- Think outside the box for your local consumers.
5- Use an email marketing campaign to reach out to your customers directly.
Start your 2024 HOLIDAY MARKETING CAMPAIGN NOW
Holiday marketing can be a gift to your business if you plan it right and ahead of time. Partner with the right digital marketing experts to make it a success for you. So take some time to create your holiday marketing calendar.
Get started now and download our e-book on step-by-step guides to festive marketing strategies to 10X your business.
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