Yule Be Sorry – The Battle of Brands: Christmas Edition
18 December 2019
Author: Jasmine Waters
It’s either a time we dread or a time we throw ourselves into whole-heartedly, but regardless of which side we fall on, Christmas is a period that we cannot avoid. It’s a time that seems to be becoming increasingly longer year on year, with many brands keen to jump on the festive bandwagon, the season now a competition of who can produce the most popular marketing strategy. But what are the real payoffs of investing your brand’s time and resources in increasing your Christmas advertising?
Why is Christmas advertising so successful?
Market research company Kantar has reported that UK consumers now spend approximately £30bn in the so-called “global quarter” in the festive lead-up, fighting their way through the fierce competition trying to attract their attention. The success period is now much longer than the initial seven-week run-up to Christmas day, with the implications of having an impactful marketing campaign creating both short and long-term effects. Since 2012, John Lewis have estimated that their sales have increased by more than 35% thanks to their investments in Christmas advertising, and Sainsbury’s on average generates a profit of £24 for every £1 spent during this time period. Arguably, this is all very well for big-name brands, having an expansive budget to be able to invest in the holiday season. However, similar impacts can be felt by any brand with any budget – so long as the details of your strategy are a perfect pair for your target audience.
How can Christmas advertising be successful?
According to Kantar, good Christmas advertising can be broken down into three key parts – the ability to tell a good story in which the brand plays a key part, triggering an emotional response (but not one too serious or sad), and providing an ‘epic’ Christmas experience that draws people in. The more popularity an advert can generate, the longer the impact it has on its brand. In spite of these principles, there are also possible negative ramifications to consider when adjusting your strategy. If an ad is strong on emotional engagement, it doesn’t necessarily mean consumers will flock to the nearest shop or website to buy a product. Only 20% of brands currently make festive content geared towards other digital mediums, meaning a large audience share and global reach is completely missed out on. When approaching the highly competitive Christmas marketing season, being able to provide a memorable experience that doesn’t overshadow the brand itself is imperative – and won’t break the bank.
Image source: https://insideretail.asia/