Advertising in The Holiday

Season

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Cara Blackburn Junior Search Account

Executive

White PAPER

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It’s a wonderful time of year, especially for businesses! During the winter months, there is a much higher consumer demand. But, a problem arises as every business has the same goal in mind… How can you stand out from your competitors during the busiest season of the year?

According to Marketing Week, between the months of November and February consumer demand is at its peak. Homeware and personal care products saw a 970% peak in demand between these months in 2015, with electronics, laptops and tablets seeing a 388% increase. Children's toys and clothes too saw a 321% increase. Black Friday and Cyber Monday, however, are the biggest annual peaks in consumer demand.

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We have all shed a tear at big retailers’ TV Christmas ads at one time or another; they target people by using emotion in their advertising, therefore making it more personal and relatable to the consumer. In marketing, emotional persuasion is one of the most powerful tools we have. Emotional persuasion’s power soars in times like the Holiday Season, where consumer emotion hits peak points with portrayals of happy people surrounded by loved ones, or suffering from the holiday blues.

Winter tends to be an emotional time of year for many people, therefore using emotion in advertising is the key to engaging with your audience. “Order in takeaway or go out to eat?” “Should I buy this is red or green?” you may ask yourself; Subconsciously our emotions affect everything we do and every decision we make, which is why it is so important for advertisers to get it right with their ads, especially when their goal is conversions.

Why Is Emotion Such a Powerful Tool?

See more at www.sleepinggiantmedia.co.uk - Email - hello@sleepinggiantmedia.co.uk - Phone - 01303 240 715

See more at www.sleepinggiantmedia.co.uk - Email - hello@sleepinggiantmedia.co.uk - Phone - 01303 240 715

Knowing Your AudienceYou can’t just assume an emotion and roll with it, you must do your research and know what your audience is looking for, such as: who they are and what their personalities are like. Emotion affects everyone so it is key to know your audience and how they react to their emotions. The bigger reaction they have to your ad, the more likely they are to remember your brand. Some people, such as charities, like to trigger negative emotions - to really tug at your heartstrings and make you feel almost guilty for having not already donated.

Use remarketing to target an audience you have already engaged and connected with. By doing this, you can make your advertising a lot more personal and relatable as you already know your audience and they are aware of your brand. Additionally, you know what worked when advertising to them previously through the data you collected, so you are able to create an ad that will engage that audience on a personal level. Take into consideration: the wording you used, whether it was a display ad or a video ad, and what imagery and colouring got their attention? If you have information like this, you are able to make your advertising more relatable to the consumer.

The Psychology Behind ItBasic psychology suggests that people's emotions can be affected and triggered by almost any aspect in life. The choice in colour can trigger all sorts of emotions in advertising, which is a great way of getting your brand out there and emotionally connecting with your audience and potential consumers.

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See more at www.sleepinggiantmedia.co.uk - Email - hello@sleepinggiantmedia.co.uk - Phone - 01303 240 715

Imagery is important when it comes to making emotionally persuasive ads; emotions can be perceived by body language and fonts as well as colours. These are all important things to not only consider in your advertising, but to consider in your brand as a whole.

Imagery and Video AdsThe 2016 John Lewis Christmas ‘Buster The Boxer’ ad was released in November, and has already seen over 22 million views on YouTube alone! It has had over 7,000 comments and 100,000 likes (and that doesn’t even begin to look at social media engagement!).

Imagery and video fits in really well with the psychological side of emotional persuasion. Did you know that your audience is 80% more likely to recall a video they have watched in the last 30 days? Also, around a third of all online activity is spent watching video. Using display and video advertising as part of your online campaign is not only important during the Holiday season, but all year round as users are always more engaged when you use emotional persuasion. Considering the psychology of imagery and colours that we spoke about earlier, it is a lot more powerful to use images and videos in emotionally persuasive ads.

See more at www.sleepinggiantmedia.co.uk - Email - hello@sleepinggiantmedia.co.uk - Phone - 01303 240 715

what next?Let’s put your newly found emotional persuasion skills to the test now that we are hitting a New Year! Most people see the New Year as a fresh start in their lives, which means there is a high potential consumer demand (if you meet their needs). Between people giving themselves a new look for the New Year, January sales, moving house, and changing job, there is a high potential for consumer spending and return on investment to be seen. This is achievable if you connect with your audience on an emotional level through your advertising.

So, Happy New Year, and may the clicks be with you. Remember PPC is for life not just for Christmas! From us all at Sleeping Giant Media!

Want to find out more? Contact us today on 01303 240715

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See more at www.sleepinggiantmedia.co.uk - Email - hello@sleepinggiantmedia.co.uk - Phone - 01303 240 715