7 Things COVID-19 Has Taught Marketers—and How to Apply Them to Your Holiday Season Plans

By now, we know this holiday season is going to look a lot different. Norms and traditions we’ve upheld for generations, like traveling to be with loved ones, in-person gift exchanges and even visits to the mall Santa will take new shape as a result of COVID-19. While new plans emerge, data from the past six months offers a wealth of information we can apply to holiday marketing efforts, specifically.  

Here, we’ve slimmed it down to the seven thought starters for your business: 

1. Offer a new take on old traditions.
   With people less likely to travel, especially by plane, and public health agencies advising against group gatherings, this will be the year families come together by video, rather than in-person. Brands that offer pandemic-friendly ways to keep traditions alive will likely have a captive audience. For example, caterers, restaurants and meal delivery providers could offer to cook family-favorite recipes (think: Aunt Helen’s green bean casserole), then pack and ship to loved ones so everyone can enjoy a taste of the holidays together (from afar).

2. Rethink how you give back.
   We know people prefer to buy from brands that support causes they care about. Amidst the pandemic, brands can use their platform for good—especially at the local level. This means finding socially distanced or virtual ways to give back to the communities where they do business.
   
   Approach client Panda Express is doing just this. The fast-casual restaurant chain now offers Virtual Community Fundraisers that integrate with its online ordering platform. So, for example, a school district can share a unique link with families and a percentage of pre-tax event sales are donated to the school. And because supporters can order online from anywhere in the country, the reach of these fundraisers is even greater.

3. In emerging and high-growth categories, think social to standout.
   From at-home manicure kits and backyard fire pits to camping gear and virtual home design services, both existing and new products and services saw sizable growth over the last six months as people sought new ways to do everything from indulge at home to get away in the wild. In fact, according to a new report by Facebook, in China, where COVID-19 first appeared, 84 percent of survey respondents tried at least one service for the first time during this period. Coupled with the fact that 60 percent of holiday shoppers surveyed in the U.S. say they explore new products more during the shopping season than the rest of year, it’s clear that the holidays pose an opportunity for products and services in new and emerging categories to gain ground.
   
   For many brands, this means standing out from the crowd with smart social campaigns that immerse consumers in their product or service’s benefits, along with messaging that emphasizes factors that U.S. shoppers say matter most to them, including price, availability and free shipping. Consider Stories ads to catch people where they’re already spending time (bonus: Facebook reports 1 in 2 people surveyed who use stories said that stories have strengthened their relationships with brands, and many indicated that stories propel them through the purchase process), as well as free tools like Facebook Shops for a seamless online shopping experience.

4. Plan for an earlier start to the shopping season.
   In case you’ve missed the headlines, Walmart will be closed on Thanksgiving Day and Home Depot has canceled Black Friday. Hershey’s is placing candy on shelves earlier in hopes of benefitting from a longer sales season. News like this is a clear signal that it’s time to rethink how and when to kick off your brand’s holiday shopping season to ensure timely arrival of gifts and safe shopping experiences for all. Another factor to consider: COVID-19 has conditioned many shoppers to see product shortages and shipping delays as par for the course so it’s likely they’ll begin gift hunting sooner rather than later.

5. Promote first, discount later (if at all).
   In that same Facebook report, we learned the top five factors U.S. holiday shoppers care about include price (79 percent), availability (71 percent), free shipping (67 percent), product choices (59 percent) and hassle-free in-store experience (58 percent). Fair, competitive pricing and free shipping may win out over deep discounting this holiday season. Consider, too, alternate promotional activities like rallying fans with a user-generated content contest. Or, if discounting is the way to go, incentivize repeat purchases or multiple-item purchases to increase customer lifetime value.

6. Mine your social communities to uncover new needs, behaviors.
   Social listening is having a (big) moment right now. With consumer sentiment, needs and perceptions quickly changing during these uncertain times, monitoring and analyzing online conversations related to your brand, industry and competitors is critical. Armed with this insight, brands can adjust social content, messaging and even offerings in real-time. Social also lends itself well to capturing fan and follower feedback with built-in options to poll audiences or vote on preferences.
   
   Ahead of the holidays, assess whether you’re seeing new themes emerge among conversations and comments on your social channels or on reddit. For example, are there any common questions you’re receiving that could be addressed with future social posts? Or, any new use cases or needs fans are talking about that could inform holiday ads or new product offerings?

7. ‘Tis the season to test new tools, channels and platforms.
   In a holiday season full of firsts, now is a great time to test and learn. Of course, where to invest time and resources will depend on your marketing objectives, who you’re trying to reach and what you sell. But, in general, we know people are spending more time online, especially with mobile video.
   
   With this in mind, brands could consider Hulu’s new self-serve ad platform. With a minimum campaign spend of $500, Hulu Ad Manager aims to make it easier for small and mid-sized businesses to advertise on the service (and get in front of key audiences while they binge on fan-favorite shows like The Handmaid’s Tale). Over on Spotify, brands can complement their audio messaging with new sound-on video ads. And on Pinterest, where searches related to topics like self-care and pets are at all-time highs amidst COVID-19, there’s a great opportunity to boost brand discovery with relevant boards and Promoted Pins.

Phew. Lots to consider this holiday season. (And even more to learn along the way, which we’ll be sharing on the Approach blog—stay tuned!) In the meantime, if you need guidance on your holiday marketing strategy, we’re happy to help. Approach us anytime for a free consultation.