Redefining Holiday Marketing: 5 Strategies for Meaningful Impact

Originally published at Prague Actually.

Let’s face it, when the holidays roll around, it might feel like every brand is throwing glitter and deals at us non-stop. But I believe there’s so much more to this time of year than just selling stuff. It’s a perfect chance for brands to really connect and add a bit of extra sparkle to everyone’s day. Instead of just pushing sales, why not use this festive season to build real, meaningful relationships with our audience? Let’s add something special to their lives, not just our sales figures.

So, ready for some cool tips? I’ve got 5 holiday marketing ideas that are all about fun and value, peppered with some smart insights from a few awesome entrepreneurs in Czechia.

1. Relationships Over Transactions: Gratitude and Freebies

Alright, let’s jump into our first holiday marketing tip about valuing relationships more than just making a sale. The holiday season is the perfect time to show a little love to the people who’ve been with you all year long. 

Take it from Anne Purcell, a Career & Business Coach. Instead of the usual sales pitch, she reaches out to her clients at the end of the year just to say thanks.

“The clients who were really supportive – referring me to friends and colleagues, I offer a small gift for them, such as a free 1-1 hour with me, or access to one of my courses, or they can give it to someone else as a gift. At the very least I check in on my clients to see how they are doing and get an update about the progress they’ve made.”

It’s her way of saying, “Hey, you’re awesome, and I appreciate you!”

So, How Can You Do This?

It’s simpler than you think. Maybe send out personalized thank-you notes, offer a special little discount, or give them early access to something cool you’re planning. The trick is to make it personal and genuine. It’s about making your clients feel special, not just another sale.

2. Storytelling and Sustainability: Impacting the Environment

Time for tip number two! This one’s about weaving sustainability into your holiday marketing through storytelling, giving your brand a green heart that beats in tune with your audience’s values. 

Johan Nilsson, the brains behind GoodWays, nails this approach. 

“Our Christmas marketing is all about sharing stories that highlight the good that comes from choosing sustainable gifts, emphasizing the longevity and eco-friendliness of our products as gifts that keep on giving.” 

He isn’t just pushing products but allowing his customers to feel proud of their sustainable choices.

Your Turn to Go Green

You can adopt this eco-friendly storytelling approach too. Share how your products or services make a difference. Maybe you’ve got eco-friendly packaging or your services help reduce waste. Tell those stories! Share the “why” behind what you do.

3. Beyond Discounts: Mental Health and Charitable Giving

Ready for tip three? This one’s about going beyond the usual holiday discounts and really adding value to people’s lives, especially in areas like mental health. 

Amanda Mataija of Prague Integration is leading the way here. She’s turning the holiday season into an opportunity for caring and support. 

“This year we do a Christmas Blues campaign to raise awareness about the mental health challenges that often arise during this season. Alongside this, we’re also organizing a Christmas donation, giving our clients an opportunity to contribute to a charity that supports mental health initiatives.”

Amanda’s really hitting a crucial point here, offering not only a product or a service but giving people support and understanding during a time that can be tough for many.

How Can You Make a Difference?

Think about what you can offer that’s more than just a product. Maybe you can start a campaign that addresses a common challenge during the holidays, like loneliness or stress. Could your business offer support or collaborate with a charity? It’s about making a positive impact in your community, not just making sales.

4. Ho Ho Ho-liday Humor: Lightening Up Your Marketing

Now, let’s lighten things up with tip number four: bringing humor and playfulness into your holiday marketing. Check out Kofola’s “The Golden Piggy” campaign for a perfect example. 

This iconic ad from way back in 2003 is still a hit in the Czech Republic. It plays with the popular Christmas superstition of the golden pig – you know, the one you’re supposed to see if you fast on Christmas Eve? Their tagline, “No, I don’t have to, I can see it already,” turns this tradition on its head, taking us on a funny little adventure in the woods.

Marketing expert Jiří Mikeš gives it two thumbs up for how it mixes tradition with a pinch of humor. 

“The commercial is very sweet, pretty and Christmassy. The association of Kofola with Christmas is a little surprising. The spot was created just to remind people of the brand, not to persuade them. It builds the image of Kofola as a pleasant drink.” 

This ad become a cozy part of the holiday culture for over 20 years now.

Your Turn to Crack a Joke

Think of ways to add a dash of humor to your holiday campaign. Maybe there’s a fun tradition you can play with or a lighthearted take on the holiday rush. Make your audience smile and show the fun side of your brand!

5. Silent Nights: Finding Harmony in Holiday Marketing

And here we are at tip five: striking the perfect balance between promoting your brand and maintaining the peaceful spirit of the season. It’s about knowing when to speak up and when to let the holiday tranquility do the talking.

Almar Hilmarsson, a seasoned Business Mentor, shares his strategy: 

“I scale back on my online presence at the beginning of December and up until Christmas. Because you’re competing against so many things in people’s minds. But then usually between Christmas and New Year’s, is a good time to be visible again because then people are more receptive.”

This approach allows your brand to stand out when it’s less noisy, and people are ready to engage with your content. Kačí Kočí, the creator of Czechopedia, takes a similar stance. 

“I don’t like the gift-hunting rush that most people experience around Christmas. And that comes hand-in-hand with my marketing strategies. Mentioning my product once or twice sounds good to me. And the rest of the time I’d like to spend with my closest people and maybe offer help to someone who needs it.”

Finding Your Balance

Consider how you can apply this mindful approach to your holiday marketing. Maybe it’s about being selective with your promotions, choosing quality over quantity. Or perhaps it’s about creating content that aligns with the reflective mood of the season. It’s not just about being seen; it’s about being seen at the right time and in the right way.

Wrapping Up: A New Perspective on Holiday Marketing

Let’s remember, Christmas marketing doesn’t have to be a sleigh ride into consumerism. It can be a journey of authentic connections, shared stories, and genuine value. Behind every brand is a story, a community, and a heart that beats in sync with the holiday season’s spirit.

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