Seasons, holidays and special occasions: how to get involved with topical marketing

halloween-2018

Year-on-year, Halloween spending has increased in the UK, with the latest figures from Mintel predicting that Brits will fork out a whopping £419 million this October – a 5% increase from 2017.

Whilst it’s true that the retail sector will benefit most from this boost, as consumers shop for costumes, candy and decorations, business owners need to be aware of the lucrative opportunities that this holiday presents.

 

The growing popularity of Halloween

Over the last decade, millennials have increasingly bought into Halloween, as whilst 52% of Brits spent money last year, that percentage rose to 77% amongst those aged 18-35.

In their survey, Mintel found that 56% of Halloween spenders will take part in events or activities, 40% will take to social media for inspiration, and half will wait until the last minute before committing to a Halloween costume or plan.

Of this, Mintel Retail Analyst – Chana Baram – had the following to say: “Halloween continues to grow in popularity benefiting from the booming leisure market, and is a perfect opportunity for retailers to create experiences for customers.”

And therein lies the benefit for property, insurance, leisure and hospitality professionals.

A report by This is Money suggested that in 2015, Halloween had overtaken Valentine’s Day as the third biggest retail event, due to “fake blood and pumpkin sales” jumping 3000% since the early 2000s.

So, with Brits estimated to spend even bigger on Halloween this year, you needn’t wait until Christmas to increase your marketing efforts and tap into that much-loved festive feeling that leads to higher customer loyalty and stronger brand affiliation.

When faced with the task of scanning search results, 70% will immediately drift towards a business that they know, so sending regular brand awareness campaigns – especially ones that revolve around current ‘hot topics’ – will ensure that you remain at the top of their list.

 

 

Why is topical marketing so important?

Put simply, your customers engage most with content that deals with real-time topics, with 63% perceiving a brand to be “fun and current” for getting stuck in and 53% being more likely to buy from them.

And even when they’re busy having fun at a social gathering or event, 60% of smartphone users will nevertheless take to the internet to stay in the loop, meaning that posting at peak times will see your interaction rates soar.

A great example of this – and one that will remain a key moment in agile marketing for years to come – is Oreo’s ‘You can still dunk in the dark' campaign, which gained their brand 15,000 retweets overnight and boosted their Instagram followers from 2,000 to 36,000.

Seven out of ten survey respondents feel that topical ads are more noticeable, leading to 84% of businesses seeing real-time marketing as an effective way to improve customer experience.

However, it should be noted that the best results are generated when the message is delivered at the right time, to the right person.

Perhaps one of the oldest marketing clichés in the book, but when the best email results are seen one hour after delivery, compared to just five hours later where numbers fall by 90%, it’s clear that some intelligent marketing is required to make the greatest impact with your customers.

 

How can you get involved?

Topical marketing can be understood through two different approaches, either the event is happening locally, or you simply jump onboard with whatever news is unfolding at the time – known in some instances as “ambush marketing”.

Research shows that 30% of mobile searches are location-specific, so if there’s something in your area or your business that you’d like to promote over Halloween, the louder that you shout about it online, the higher your SEO and visibility will be.

Whilst 71% of companies employ real-time marketing in their digital and social marketing, 29% are yet to investigate how it can work for them.

That’s why at BriefYourMarket.com, our Marketing team put together campaign content and designs that can be implemented and sent without the added hassle of coming up with a message yourself, leaving you to get on with winning more business.

 

Find out more…

To hear more about our Campaign Library and multi-channel marketing platform, get in touch on 0344 800 84 24.

Or to receive our Halloween campaign assets as a BriefYourMarket.com customer, please email our Marketing team at charlottel@briefyourmarket.co.uk.

 

The autumn hibernation effect in leisure
Key takeaways from this year's EA Masters with Ric...
 

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Thursday, 13 December 2018

Seasons, holidays and special occasions: how to get involved with topical marketing

halloween-2018

Year-on-year, Halloween spending has increased in the UK, with the latest figures from Mintel predicting that Brits will fork out a whopping £419 million this October – a 5% increase from 2017.

Whilst it’s true that the retail sector will benefit most from this boost, as consumers shop for costumes, candy and decorations, business owners need to be aware of the lucrative opportunities that this holiday presents.

 

The growing popularity of Halloween

Over the last decade, millennials have increasingly bought into Halloween, as whilst 52% of Brits spent money last year, that percentage rose to 77% amongst those aged 18-35.

In their survey, Mintel found that 56% of Halloween spenders will take part in events or activities, 40% will take to social media for inspiration, and half will wait until the last minute before committing to a Halloween costume or plan.

Of this, Mintel Retail Analyst – Chana Baram – had the following to say: “Halloween continues to grow in popularity benefiting from the booming leisure market, and is a perfect opportunity for retailers to create experiences for customers.”

And therein lies the benefit for property, insurance, leisure and hospitality professionals.

A report by This is Money suggested that in 2015, Halloween had overtaken Valentine’s Day as the third biggest retail event, due to “fake blood and pumpkin sales” jumping 3000% since the early 2000s.

So, with Brits estimated to spend even bigger on Halloween this year, you needn’t wait until Christmas to increase your marketing efforts and tap into that much-loved festive feeling that leads to higher customer loyalty and stronger brand affiliation.

When faced with the task of scanning search results, 70% will immediately drift towards a business that they know, so sending regular brand awareness campaigns – especially ones that revolve around current ‘hot topics’ – will ensure that you remain at the top of their list.

 

 

Why is topical marketing so important?

Put simply, your customers engage most with content that deals with real-time topics, with 63% perceiving a brand to be “fun and current” for getting stuck in and 53% being more likely to buy from them.

And even when they’re busy having fun at a social gathering or event, 60% of smartphone users will nevertheless take to the internet to stay in the loop, meaning that posting at peak times will see your interaction rates soar.

A great example of this – and one that will remain a key moment in agile marketing for years to come – is Oreo’s ‘You can still dunk in the dark' campaign, which gained their brand 15,000 retweets overnight and boosted their Instagram followers from 2,000 to 36,000.

Seven out of ten survey respondents feel that topical ads are more noticeable, leading to 84% of businesses seeing real-time marketing as an effective way to improve customer experience.

However, it should be noted that the best results are generated when the message is delivered at the right time, to the right person.

Perhaps one of the oldest marketing clichés in the book, but when the best email results are seen one hour after delivery, compared to just five hours later where numbers fall by 90%, it’s clear that some intelligent marketing is required to make the greatest impact with your customers.

 

How can you get involved?

Topical marketing can be understood through two different approaches, either the event is happening locally, or you simply jump onboard with whatever news is unfolding at the time – known in some instances as “ambush marketing”.

Research shows that 30% of mobile searches are location-specific, so if there’s something in your area or your business that you’d like to promote over Halloween, the louder that you shout about it online, the higher your SEO and visibility will be.

Whilst 71% of companies employ real-time marketing in their digital and social marketing, 29% are yet to investigate how it can work for them.

That’s why at BriefYourMarket.com, our Marketing team put together campaign content and designs that can be implemented and sent without the added hassle of coming up with a message yourself, leaving you to get on with winning more business.

 

Find out more…

To hear more about our Campaign Library and multi-channel marketing platform, get in touch on 0344 800 84 24.

Or to receive our Halloween campaign assets as a BriefYourMarket.com customer, please email our Marketing team at charlottel@briefyourmarket.co.uk.

 

The autumn hibernation effect in leisure
Key takeaways from this year's EA Masters with Ric...
 

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Thursday, 13 December 2018
 
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