At this time of year we are deep into holiday marketing for our craft business, hoping that we have everything just right in order to get as many sales as we can in this competitive arena.
Today on the podcast and here on the blog I want to share with you one of the not so secret, secrets about holiday marketing, that you may have overlooked in crafting your marketing content and what you can do about it!
Holiday marketing: How to sell more through emotional marketing
Watch the video here;
Or listen to the podcast here;
One of the things I discuss with my Craft Biz Incubator students is the idea of bringing in emotion to your product marketing, because people will buy a lot more than you think based on what we define as ‘impulse’ emotions.
Impulse purchases are…
In 2018 a research paper by Statistica showed that as many as 49% of 18-24 year olds in the US purchased as a direct result of ‘impulse buying’. Whilst food is the major culprit of impulse purchasing, CNBC reported that even across a wider age range, impulse purchasing could reach as much as $5,400 per year for U.S. consumers in 2018.
As impulse purchasing is based on marketing to emotions, we need to understand that better…
How does holiday marketing play to emotions?
On the lead up to the Christmas holiday season, consumers are looking to buy and with this, emotionally they are probably feeling happy, have a sense of urgency and a genuine interest in looking for new things. All of these are positive emotions.
If you get your offer just right, you can create content that appeals to these base emotions; joy, excitement, anticipation and interest.
Here’s an example of a UK company that has crafted many emotionally charged TV adverts in recent years;
John Lewis’s 2016 #BusterTheBoxer is a great example holiday marketing that plays on emotion. Right down to the animal choices, the music choice and the sense of family, this clever advert has ticked all the boxes… we have ‘aww’s’ and sadness turned to happiness… we have a real sense that Christmas is for everyone.
The campaign itself was watched by millions on TV and helped keep John Lewis top of mind which may have contributed to their profit rise on 2015’s accounting. Their TV adverts are now one of the most looked for, each year as holiday marketing campaigns start.
Let’s look more closely at the ‘How’ of it all, so that we can see what goes into these marketing strategies…
Your holiday marketing must appeal to the base holiday emotions - joy, excitement, anticipation and interest. If people are feeling these positive feelings, then we need to connect our product and brand into this mindset. We should share positivity, happiness and of course how our products evoke these feelings further.
Your marketing must build anticipation in order to keep your brand top of mind above the competition. Keep people coming back to see how the story ends.
Create urgency – as with all marketing campaigns it always works best to give your customers a deadline to buy. Over the Christmas season this can feel obvious, but if you were following any of my marketing ideas from last week (go back and read it!) your offer may want to include a bigger sense of urgency, to prompt purchasing.
Your offer should be personalised – people want to know that you know them. This could be using their first name in emails, or it could be personalised through your connection on social media with them and showing that you have been listening.
Your offer should appeal to the consumer’s sense of gifting – one of the biggest areas of shopping we will make each Christmas season is gifting to others and so it is important to impart the fact that your products can and should be gifted.
There’s a really good article by HubSpot that talks about emotion marketing in more detail and I urge you to read it to give yourself a broader sense of how to use emotion in your content this year.
Feeling stuck with exactly how to pitch your brand and products through marketing? Struggling to know exactly what marketing you need to do? Join me in the Craft Biz Incubator where I will show you exactly how to do this in an authentic way, which will help you reach a much bigger audience with just a little extra planning and preparation each week.
I’ll also show you the systems I use and how I use them so that I have plenty of time left each week to make the products I sell.
Using emotional connection in your holiday marketing might not be the biggest secret successful brands have up their sleeve, but it does require a little extra effort each year in order to make sure that you have the best marketing season and sales at the end of it!
Spend some time planning your strategy, including emotional marketing and scheduling your content to go out automatically, so that you can concentrate on making, selling and shipping.
Catch up with previous episodes from this marketing series here;