In Australia, we’re seeing a surge in the popularity of seasonal celebrations, like Halloween, End of Financial Year (EOFY), and Black Friday sales.
“These events, once considered distinctly American, are now embraced by Aussies, especially among younger generations.” says Caroline Healy, We Are Savvy’s CEO.
Shoppers are also increasingly looking forward to Black Friday, Cyber Monday, and EOFY sales, partly due to the rising cost of living. This cultural shift offers businesses unique opportunities to connect with their audience in fun and engaging ways.
But with so many holidays popping up on the calendar, it begs the question: When is it worthwhile for your business to jump on these holiday bandwagons? Let’s explore the potential benefits and considerations for leveraging these festive occasions in your marketing strategy.
Finding the Perfect Fit for Your Industry
Holiday engagement isn’t one-size-fits-all – it’s essential to tailor strategies to your industry. Not every celebration suits every sector; for example, Black Friday may not align with service-based industries like insurance. Instead, exploring unique marketing strategies or community-focused initiatives surrounding the end of the financial year makes more sense. You can host free workshops or events, to boost brand visibility without relying on direct sales.
“Understanding your audience is key to leveraging these sorts of celebrations effectively.” Caroline says. “Not every celebration will resonate with your clients, but finding the right one can make a significant impact.”
Authenticity is also paramount in holiday-themed campaigns. Younger audiences, in particular, can easily spot when a brand is being genuine, versus when it’s simply hopping on the bandwagon.
“Authenticity helps to build trust and loyalty. Consumers appreciate when a brand celebrates in a way that feels true to its values.” says Caroline. “By carefully assessing which holidays align with your brand and audience, you can create meaningful and effective engagement strategies.”
Tailoring your marketing to external stakeholders
It’s often clear which holidays resonate with your target clients. For example, the AFL Grand Final is a big deal for Melbourne-based clients, while NRL takes the spotlight in Sydney and Queensland. Understanding these regional preferences can help tailor your holiday marketing efforts.
However, sometimes your holiday-themed marketing might be better suited for engaging with external partners, like brokers in the case of underwriting agencies, rather than clients. Leveraging the festive spirit in these instances can strengthen relationships and foster a sense of community.
“Holiday-themed engagements with external partners show that you value the relationship and are willing to go the extra mile to make it special.” Caroline says.
Try:
- Themed Events: Host themed events for brokers, such as a mixer or a lunch. These events provide a casual setting for networking and building stronger connections.
- Partnerships: Collaborate with other businesses to create joint holiday campaigns or events. This can increase your reach and make the celebrations more impactful.
- Festive Giveaways: Organise holiday-themed giveaways or contests for clients or partners, with prizes that align with the festive season.
Engaging your team
Holiday-themed activities provide a great way to ensure your employees. They create a lively and engaging workplace that can significantly boost employee morale and attract a variety of talent. There’s plenty of options to choose from.
- Themed Dress-Up Days: Encourage employees to dress up according to holiday themes, whether it’s spooky costumes for Halloween or festive t-shirts for Christmas.
- Office Parties: Host holiday parties to celebrate with your team. Include games, music, and themed decorations to make the event memorable.
- Holiday Competitions: Organise friendly competitions, such as desk decorating contests or costume parades, with small prizes for added motivation.
“A fun workplace culture not only makes employees happy, but also increases productivity and loyalty.” says Caroline. “It helps to create a sense of belonging, and generally just makes the workplace more enjoyable.”
Want to make use of seasonal celebrations, but aren’t sure which ones, or where to start? Get in touch with us today via hello@wearesavvy.com.au to find out how we can help.