How to give your seasonal marketing campaigns a second life?

Whether it’s recent Easter, Christmas, sales, approaching spring or summer, or fast-approaching Mother’s Day, brands need to constantly adapt their messages to reach consumers. At the same time, deprived for two years of shops and family reunions due to the health crisis, consumers have been spending more in recent months, have adopted new habits and adopted new consumption habits, which has helped to shape new sales and purchase trends.

Create synergies

While it’s not always easy to edit a seasonal TV ad, other channels and formats offer more flexibility and will be better suited for short-term marketing campaigns. The key is to integrate channels well to tell a coherent story and reinforce key messages using, for example, the same actor, the same characters, the same voice or a slogan adapted to the period. In doing so, it is also necessary to give a clear role to each channel. For example, an online video can continue the emotional story told on television, while a display ad will repeat an essential message.

Create your customer database

Do we not say that information is power? The surge in consumer demand at certain times of the year is also an ideal opportunity to start building a quality customer database that will be leveraged and enriched throughout the year. Like a large library, this database collects, aggregates and compiles customer data by feeding public and private information collected through loyalty programs, newsletter subscription, etc. By finding ways not to depend on third-party cookies, brands can ensure a direct, close and ongoing bond with their customers. An essential tool, this database will help them manage their marketing strategy and better meet consumer expectations thanks to this in-depth knowledge of their profiles and preferences, as well as build loyalty. Furthermore, in order to avoid any cyber attack, this file must be equipped with a protection and backup system but also comply with the GDPR under penalty of fines.

Look at the big picture: performance marketing vs. branding

The health crisis has shown that focusing your strategy on the short term can be detrimental to a brand when an external element compromises the business. Therefore, it is essential to find the right balance between performance marketing and branding, the purpose of which is to federate a community and ensure that the brand is recognized and maintained by its long-term goals. If having a branding strategy is essential to enhance a brand, having a performance marketing strategy is also essential to ensure the sustainability of the business.

Measure holistically

Specialists should always keep in mind that marketing doesn’t work in silos. Focusing on analyzing the drivers of online and offline activity across all channels and ecosystems is critical to understanding what drives growth. It is important here to re-establish the notion of permanence. According to the latest ROI Genome report, last-click and performance metrics overestimate the impact of certain tactics by 2 to 10 times and grossly underestimate the strategic role of video and audio. In fact, video advertising has a double half-life and a 160% greater impact in the weeks after broadcast than non-video content, but this is only evident when measured. The world is now omnichannel, with online and offline interactions that interconnect and interact more than ever. Focusing on short-term immediate conversion metrics only and minimizing lasting impacts leads to long-term lost sales.

Never stop adapting

As the advertising ecosystem continues to evolve with the emergence of new platforms and formats, marketers have an ever-expanding toolbox at their disposal. But not all of these new tools will necessarily be suitable for everyone. Testing and learning programs can help raise awareness when it comes to trying out new tools, formats or creations.

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