The Christmas advertising TV battle is now in full swing, with major campaigns released and just a few weeks left for retailers to capture as many sales as possible before the big day.
Of the high profile campaigns on air the John Lewis #bearandthehare certainly seems to have captured people’s attention and got people talking about their brand. With record weekly sales being posted it also seems to be having a direct impact on sales through their tills.
What can we learn from its’ success? There are a number of key factors here:
– Longevity and repetition
By advertising at the same time year after year people start to expect to see your advertisements. They are already predisposed towards your message. You build up an increasing bank of awareness over time.
– Emotional, indirect messages can work
It is easy to get focussed on the practical messages about our products and services – why and how and when they work. Emotional messages may require a greater level of risk for management, but they can pay off with much greater rewards.
– Do you have to be in it to win it?
There are arguments for and against going directly up against competitors at key times of the year. Some would say you are better off avoiding the highly competitive areas when your message risks getting diluted and your costs may be higher. However if you get the execution right you can really capitalise at a key sales point in the year
Another interesting point we have noted from this year’s campaigns is the heavy use of social media – both by the brands themselves to hype the release of the campaigns as well as consumers talking about them. Social media has become an accepted norm for brands looking to maximise their exposure from advertising investment and reward their loyal followers with snippets and prescreenings as well as for consumers to express how they feel about brands and their activities.
Are you integrating social media into your activities in the same way? Are there things you can do to make your marketing campaigns more effective? Why not give us a call on 01252 843461 to see if we can help!