16 hours Ago By Isaac Asabor
ISAAC ASABOR The yuletide season offers a unique opportunity for brands to connect with consumers in meaningful ways. Dr. Uche Nworah, a leading brand strategist, shares valuable insights on how businesses can leverage the holiday season for effective marketing.
From crafting emotionally resonant campaigns to engaging in corporate social responsibility (CSR), these strategies can help brands maximise their visibility and customer loyalty during the most anticipated time of the year. The yuletide season is upon us, a time of joy, giving, and connection. It is a period when consumers are actively engaged in shopping, gift-giving, and festive celebrations, making it one of the most opportune times for brands to make their mark.
However, to truly stand out and make an impact, brands need more than just basic promotions. They need thoughtful, strategic campaigns that resonate with their audience’s emotions and align with the spirit of the season. To gain insight into how brands can leverage the yuletide to promote themselves effectively, Dr.
Nworah, a renowned brand strategist and expert on consumer behaviour at a parley with ISAAC ASABOR, drew from his extensive experience, as he provided detailed strategies on how companies can maximise this festive period to enhance brand visibility, increase customer loyalty, and drive sales. A breakdown of the key takeaways from the media parley cut across creating emotionally resonant campaigns, offering exclusive discounts and promotions, using festive packaging and branding, engaging in Corporate Social Responsibility (CSR), maximising digital platforms, creating memorable experiences, collaborating with influencers and showing appreciation to loyal customers. Other strategies are incorporating local traditions, measuring and optimizing campaign performance.
On the first strategy, which is the creation of emotionally resonant campaigns, he said: at its core, the yuletide season is a time of powerful emotions. Joy, love, and gratitude are at the forefront of people’s minds, and brands can tap into these feelings to create deep connections with their audience. He emphasised the importance of emotional engagement in festive campaigns.
“The yuletide season is synonymous with feelings of warmth, kindness, and familial bonds,” he explained. “Brands that craft stories that resonate emotionally with consumers can create a more lasting impression.” He advised companies to tap into storytelling as a way of making their campaigns more personal and meaningful.
A great example, he suggested, would be a brand that sells kitchen appliances. Instead of merely showcasing the products, the company could tell a heartwarming story about families coming together to prepare a Christmas meal. This could evoke feelings of warmth and togetherness, which are central to the holiday season, while subtly highlighting the brand’s product features in the context of those cherished family moments.
In a similar vein, he explained that one of the most effective ways to drive consumer interest during the yuletide period is through promotions. With people already in a buying mood, discounts, special offers, and limited-time promotions create an additional sense of urgency and excitement. He noted that: “Consumers are looking for value during the festive period, and offering exclusive discounts or bundle deals is a great way to attract attention.
” He provided the example of a fashion retailer offering discounts on festive outfits or giving away free accessories with every purchase above a certain threshold. These incentives can be particularly appealing to customers looking to make the most of their holiday shopping budget. “The idea is to make consumers feel like they are getting more for their money,” he said.
This approach not only drives immediate sales but also encourages repeat business as customers remember the value they received from the brand. Regarding the strategy of using festive packaging and branding, Dr. Nworah also highlighted the importance of aligning your product’s visual presentation with the festive spirit.
He explained that festive packaging, from vibrant colors to seasonal symbols like snowflakes, holly, or Christmas trees, can significantly enhance a product’s appeal. “Festive packaging does more than just make a product look appealing,” Dr. Nworah explained.
“It reinforces the brand’s connection to the holiday spirit and makes the product feel more special.” A prime example he shared was Coca-Cola’s iconic holiday campaigns featuring Santa Claus. The brand’s festive bottles and advertisements featuring the beloved holiday figure have become synonymous with the Christmas season.
Such effective branding helps create a memorable, positive association with the brand in the minds of consumers. While emphasising the need for engaging in Corporate Social Responsibility (CSR), he explained that during the yuletide season, the spirit of giving is paramount. Dr.
Nworah encouraged brands to give back to their communities as part of their marketing strategy. Not only does this align with the values of the season, but it also strengthens a brand’s reputation. “The yuletide is the season of giving, and CSR activities allow brands to show that they care about the community,” he said.
“Brands can organise food drives, donate to charity, or offer free services to underprivileged groups during this period.” One example he mentioned was a supermarket chain partnering with local NGOs to distribute food hampers to families in need. This act of kindness not only demonstrates the brand’s commitment to social responsibility but also positions the company as a positive force in the community.
These types of initiatives foster goodwill and help to build long-term loyalty with customers who appreciate a brand that gives back. Also in a similar vein is the expediency of maximising digital platforms, to which he said in today’s digital age, social media and online platforms are essential tools for connecting with consumers. Dr.
Nworah emphasised the importance of utilising these platforms to engage with audiences and amplify festive campaigns. “Social media is a powerful tool for brand engagement during the yuletide,” he noted. “Brands can run contests, share holiday-themed content, and create interactive posts that encourage user participation.
” Hashtag campaigns, for example, can create a buzz around the brand, while user-generated content, such as customers sharing their holiday experiences with the brand’s products, can significantly extend the campaign’s reach. Dr. Nworah also recommended leveraging targeted email marketing campaigns to deliver personalised holiday greetings and exclusive offers directly to customers.
Beyond digital engagement, Dr. Nworah also encouraged brands to create real-life experiences that would leave a lasting impression. “Festive events such as Christmas fairs, concerts, or family-friendly activities give brands the chance to engage with customers in a more personal, memorable way,” he explained.
For example, a beverage company might set up a pop-up stall at a Christmas market, offering free samples and festive-themed drinks. Such interactions allow customers to experience the brand in a hands-on way and create positive associations that extend beyond a simple purchase. As gathered from the parley, collaborating with Influencers is indispensable.
Thus, he explained that incorporating influencer marketing into yuletide campaigns can help brands amplify their message and reach a wider audience, and suggested partnering with influencers who align with the brand’s values to create content that resonates with consumers during the festive season. “Influencers are a great way to showcase products in a natural, relatable way,” he said. “They can create content such as unboxing videos, festive tutorials, or holiday shopping guides that highlight the brand’s offerings.
” He explained that by working with influencers, brands can tap into their followers’ trust and influence, leading to increased visibility and engagement. Additionally, the right influencer can help position the brand as relevant and trendy, particularly among younger audiences. Emphasising on showing appreciation to loyal customers, he said: “The yuletide season also presents an opportunity for brands to express gratitude to their loyal customers.
Dr. Nworah advised companies to use this time to show appreciation for their most dedicated patrons. “Sending personalised holiday greetings, offering exclusive discounts, or providing small gifts can go a long way in fostering customer loyalty,” he said.
He gave the example of a hotel chain that sends holiday cards or offers complimentary upgrades to frequent guests, ensuring that customers feel valued and appreciated. These small gestures can create a sense of loyalty and goodwill, encouraging customers to continue doing business with the brand well into the New Year. On incorporating local traditions, he said brands operating in diverse markets, such as Nigeria, should consider incorporating local festive traditions into their campaigns.
Dr. Nworah emphasised that understanding and respecting cultural nuances can make campaigns more relatable and impactful. “Incorporating local traditions, like masquerade dances or traditional music, into your festive campaigns can make them more meaningful to the local audience,” he said.
By integrating these cultural elements, brands can create a stronger emotional connection with consumers and demonstrate that they understand and value the local context. On measuring and optimising campaign performance he stressed the importance of tracking and analysing the performance of festive campaigns. With the holiday season being short, it is crucial for brands to measure key metrics such as website traffic, social media engagement, and sales conversions in real-time.
.
