‘Tis The Season To Start Your Holiday Planning

It may still be a beautiful 90-degree summer day, but it’s also time to map out a holiday marketing strategy. Product discoverability is soaring on channels like TikTok, while search engines like Google and Amazon are rolling out new ads and AI-powered tools to maximize efficiencies in the retail market. So how can theatrical and experience-based events capitalize on these innovations and opportunities as well to enter the consideration set now? While the executions and KPIs may be different, the strategy and levers that need to be pulled are actually quite similar.

While the notion of investing in brand-building initiatives months before you may potentially see any returns can seem daunting given budget scopes and the need for real-time sales movement, it’s important to remember that you don’t need to be everything to everyone all at once. While it may feel too early to overtly highlight holiday messaging in creative, it’s never too soon to start seeding the idea that your event is the perfect gift. Deloitte’s Holiday Retail Survey indicated that 38% of shoppers are likely to start earlier this year and consumer confidence is up to the highest level it’s been in two years, according to the Conference Board Consumer Confidence Index. There’s no better time to start laying the groundwork to build awareness and encourage discoverability with a steady stream of customized content than now. 

On TikTok, 1 in 2 users go to the FYP for holiday and shopping events content. In 2022, there were 11.4B global hashtag views for #GiftIdeas, with 77% of users stating they purchased something after seeing it on TikTok. While we may still be soaking up the last few weeks of summer, now is the time to engage creators for authentic storytelling (either through TikTok’s Creator Marketplace or through direct relationships) to begin tapping into key holiday trend signals. Start integrating #GiftIdeas hashtags where relevant to increase discoverability early. Start layering native-based, authentic storytelling content into your paid strategies that celebrate the joyful experience of attending your event.

While the content approach may vary across platforms, the strategy of infiltrating holiday planning early holds true. On Google, this may mean adding holiday and gift-giving keywords or contextual placements into your Performance Max or Display campaigns. While on Amazon, this could include tapping into their new Sponsored Display beta through the Amazon DSP to leverage consumer behaviors and get in front of audiences while they’re shopping on Amazon.

Regardless of what platforms or strategies you lean into, it’s time to start decking the hall! 

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