In the spirit of the Holiday Season, we’re giving away a golden nugget of battle-tested direct response knowledge. Nothing says “Happy Holidays” quite like shattering some conventional wisdom.
There’s a common assumption that, “If everyone’s doing it, then it must be working.” That fallacy runs rampant during the holiday season. Marketers slap some holiday cheer onto their advertising, sit back with their eggnog and pat themselves on the back for a job well done.
In the last 18 years of constant A/B testing in DR, Marketing Architects has accumulated a gigantic vault full of invaluable, but sometimes inconvenient, truths. Here’s a truth about holiday advertising that may make you want to rethink your December marketing plan:
Holiday advertising is NOT for everyone.
It is, admittedly, a little weird. A holiday is an event. We’ve proven time and time again that event-based messaging is extremely effective. An event implies an end date which elevates the urgency of your message and offer. But attempting to tap into the holiday magic never seems to work for traditional direct response products.
Here are two key reasons why hanging jingle bells on your marketing may be a bad idea:
How to Get Rich like Ebenezer Scrooge
At Marketing Architects, we’ve seen success on both sides of the Holiday Bonanza. We have some products that thrive through holiday advertising. Toys are an obvious example that live or die by their holiday performance. For them, incorporating the holidays in your messaging strategy is crucial.
For holiday products, a tremendous amount of strategic planning leads to a massive, year-end windfall of profit. If the wrong strategy leads to a bad season, you could be facing a bleak year with very little opportunity to test solutions. It can be a rollercoaster of risk and reward.
Ebenezer Scrooge was extremely wealthy and successful in business because he humbugged the fickle whims of erratic holiday shoppers. He would have loved DR.
The problems that DR products and services solve never go away, giving marketers the power to confidently advertise all year. Having a constant flow of new customers sets you up for a chain reaction of testing that leads to perpetual optimization. Not only do you have steady money coming in, but you constantly get to react to real-world data and make moves to improve.
Whether you humbug the holidays or thrive by them, we should talk. At Marketing Architects we have everything you need under one roof to launch advertising campaigns in radio and TV with the online optimization needed to get them working together.
Schedule a Conversation
Fill out the form below and we'll get in touch with you shortly.