How to Differentiate Your Seasonal Marketing Campaign in 2020
When it comes to defining your brand it’s easy to get caught up in the visuals: the logo, the font size of the text, the imagery you want to represent your business…
But defining how you’re going to speak to your customers is essential too.
You may have the most beautiful, speedy and well-stocked website in your industry, but if you don’t have a powerful brand voice, you’re not going to have the impact you want, resulting in disappointing sales.
Voice is your brand’s personality, and it’s always the same. Your tone is what you change depending on context.
Here’s how I remember:
Your personality stays the same (voice), but you express yourself differently (tone) in different situations. For example, your tone may change when you’re having a drink with friends vs. meeting with your financial advisor.
So when you’re designing your seasonal marketing campaign, you want to keep your brand voice consistent, even if your tone is changing in some instances.
Infusing your tone with some holiday cheer, urgency and excitement can be a great way to encourage your audience to do their holiday shopping with you.
Here are some of the benefits of defining your brand voice:
- It makes your business instantly recognizable.
- It lets you authentically connect with customers to build relationships vs. just hitting them over the head with sales copy.
- It helps you deliver consistent messaging, whether you’re writing an email or a video script.
- It attracts your target audience and keeps them engaged.
Because consumers are being hit with thousands of marketing messages over the holidays, it’s important to consider your voice to differentiate your seasonal marketing campaign.
According to some recent stats, about 45% of Canadians plan to spend less on holiday shopping in 2020 as they did the previous year, so it will be an even bigger challenge to capture their attention.
Step 1: Have you defined your brand voice?
The most important thing to do when you’re choosing your voice is to make it relevant to your customers.
It’s not about the way you like to write or speak-think about who uses your product or service.
You want to talk to your target audience and create an emotional connection to what you’re offering.
Step Two: Take a look back to see what’s worked and what hasn’t.
It’s almost impossible to succeed going forward if you don’t know what’s worked in the past.