The holiday season calls for three things without fail every single year:

1. Jim Carey in How the Grinch Stole Christmas.
2. An unhealthy amount of spiked eggnog.
3. All the magic one’s heart desires.

At Christmastime, we love magic. Santa Claus, flying reindeer, twinkly lights, snow falling from the sky, sugar cookies, and 1,178 minutes of Harry Potter movies (yes, we did the math).

We, as humans, crave some magical warmth inside as the outside temp drops. We search for those little things that make our hearts feel like, “wow!”

Sometimes, that’s a Christmas cliche, like watching the lights twinkle while drinking a cup of hot cocoa. Other times, it’s the smaller moments that make our hearts happy, like getting to hug our grandpa or getting out of bed at 2 a.m. to unplug the Christmas tree.

Not all of the magical moments in marketing have to be shiny or glamorous because those little “wow” moments don’t always come with a bow on top. Our magic in life isn’t always well-lit and sparkly. Sometimes our magic is quiet, meaningful, and unsuspected.

As marketers, it’s our job to recreate those “wow” moments during the holiday season. It is our job to connect with our audience in the most genuine ways, and there aren’t many things more genuine than the spirit of Christmas.

So, how does one make marketing magic?

Holiday Marketing Campaigns: The Power of Storytelling

Storytelling is at the core of any good marketing strategy.

If your brand does not have a story to tell, your brand doesn’t have anything to say. The good news is, every brand has a story. Sometimes, you just have to dig a little deeper for it.

Think about what things resonate with your brand. Think about the people who are attracted to your brand. What do they like? What do you have in common?

We’re not talking about hair color or even demographics necessarily. Think further.

What common experiences have you had with the people who interact with your business? How can you use that shared experience to further your connection?

Expressing your ideas through storytelling is the easiest way to connect with an audience because stories paint a picture. With social media, sharing a story with your potential customers is as simple as it’s ever been.

You don’t need a high-end video shoot to make a good holiday marketing campaign. You just need to capture a feeling.

Capturing The Feeling of the Holidays in Your Marketing Campaign

A few ways to capture holiday feelings in your holiday marketing campaign:

• Capture love. Put the heart of your business in the middle of your marketing campaign. Find ways to incorporate what means the most to you into your marketing strategy.
  This could include a more personal Instagram post, some hand-written thank you notes, or a video thank you montage via Instagram Reels.
• Capture laughter. The most ICONIC Christmas marketing campaign of all time goes to Coca-Cola for Santa Claus. Coca-Cola didn’t invent the legend of Santa Claus, but they played a large part in familiarizing people with the red-robed, rosy cheek Santa we know today.

Just recently, the FOX television series, Bob’s Burgers, released a Christmas album created BY their characters (that may or may not have made it on our holiday playlist.) It’s fun. It’s silly. And it’s relevant.

You may not have characters in play like Santa Claus or Tina Belcher, but if your brand has a face, now is the time to use it. Maybe you have a mascot, or maybe it’s just you. Either way, figure out how to tap into the Christmas spirit and spread a Christmas message through that vessel.

It can be fun and playful, just like the Christmas season.

• Capture the spirit of giving. Create a fun gift guide that allows customers to understand who your product or services are for. Throw in some products or services from other small businesses.

Yes, standard “Gift Guides for Mom” or “Gift Guides for Him” work perfectly here, but don’t be afraid to have fun. It is the holiday season, after all.

A few fun holiday gift guide ideas:

• Gifts for the Sibling That Only Visits During the Holidays.
• Gifts for People Who Like (insert TV show here).
• Gifts for Your New Boyfriend’s Mother You’ve Met Twice.
• Gifts for the Person Who Kinda Hates Christmas.
• Gifts for You (Because You Deserve It).

This is just one way to be helpful, make connections, and make some sales. Plus, when people find your guide useful, they realize what you have to offer is useful to them. Trust=built.

‘Tis the Season to Solidify Your Brand Values

The best way to make your brand memorable this holiday season is to deliver your brand’s promise.

Many businesses will see an influx of customers during the Christmas season, many of which will be first-timers. Being able to meet customer expectations this season is crucial to solidifying your brand identity. Make sure to go above and beyond to exceed the expectations someone has of your business.

Keep in mind that you are often contributing to someone’s holiday moment, not just making a sale this time of year. The value you bring to the table is amplified by the importance of the purchase to the buyer.

For example, if you sell someone a gift for their granddaughter’s first Christmas, you’re contributing to a memory. From your product to the service you provide, make the process seamless, enjoyable, and personal.

This is how you earn repeat customers and build a reputation that encourages new customers.

Oh, What Fun It is to Implement Email Marketing

Email marketing should be on every business’s plan, regardless of how big or small. Email marketing is a tool that keeps you on the mind of your potential customers. Don’t spam people with emails, but do send an email regularly.

Pop in and say, “Hi, here are some things I think may interest you because they’re of value.” This is especially useful during the holiday season where so many people are online shopping.

How to Get People on Your Email List

Think about small gifts you can give in exchange for an email address, like:

• 5-10% off a customer’s first purchase through a promo code.
• A chapter of your e-book or other bite-size information that you can offer as a PDF.
• A free consultation.
• Entry to a giveaway.
• Anything else you’re comfortable offering as a lead generation tool.

Once you have an email address, you can start offering potential (or even regular) customers valuable information that allows them to put more confidence in you. This can be done through a newsletter.

Utilizing Your Email Marketing Newsletter

During the holiday season, your newsletter can have a little extra pizzazz and a little more of a personal touch. Take some time to say “thank you” for the support you are given. Recognize that it takes a community for your business to reach success.

Take a step back from “this is me, and this is my business” and put a spotlight on “this is us, and I’m appreciative.”

Consider showing your appreciation by giving back to your customers. As the year closes, consider end of year offers to your email subscribers.

Online Shopping Amidst COVID-19

This year, we will be seeing a lot more people turn to online shopping to make their holidays happen. Be prepared for this.

Ensure all of your landing pages are set up to sell. Online, there are endless options; don’t give someone the ability to take their business elsewhere. The holidays are already stressful, so make the shopping experience of your customers as easy as possible.

Double-check your digital marketing campaign strategy to ensure you’re putting your best foot forward on every social channel. If you aren’t sure which marketing tactics are performing well for you, consider a social media audit to understand better which of your marketing efforts are the most beneficial.

Even with Cyber Monday behind us, the most vital shopping days are still ahead of us. Get your head in the game now so you don’t miss out on this opportunity.

To Wrap it Up

Always start with what you have. Your brand has a story. A reason. A fire or a passion. It belongs to you. So use it.

Authenticity takes brands further than anything else, especially this time of the year. Nostalgia is at an all-time high every holiday season, so tap into those feelings to make things special for your customers. What can you do to connect the past to the present?

Think about every Christmas commercial you’ve ever seen. What themes and feelings are common in holiday marketing? What other sensations can you tap into? Visualize it.

Holiday marketing feels like:

• being cuddled up next to a fire
• sitting in a clean house watching the lights twinkle on the tree
• getting to hug your grandma
• an extra helping of cranberry mousse
• having a three-day Twilight Zone marathon
• stealing an extra $100 out of the Monopoly bank

What else can you add to this list?

Remember the power of a magical marketing moment and keep it close to you, even when the pretty Christmas lights are back in the attic.

How Gravity Junction Can Help

Gravity Junction is an Atlanta-based marketing firm, specializing in helping clients from coast to coast build connections with their brand, their customers, and themselves. The Gravity Junction team holds a firm belief in utilizing the story every business holds to make marketing magic all year long. We help you cover everything under the sun, from web design to social media management to software development and everything in between, to take your brand to the stars. Contact us today.