Why Do Brands Market Ahead of the Holidays?

You visit your local Wal-Mart/Target in August. The Back-To-School items are stocked on the shelves, summer items are on sale, and pumpkin flavored items are now in your shopping carts. While you are walking through the aisles, you spot the Christmas section. The trees are standing high and bright with lights, the singing Santas and snowmen are serenading giddy Christmas fans, and the wrapping paper is ready to wrap your gifts.

“WHY ARE THEY ADVERTISING CHRISTMAS IN AUGUST/SEPTEMBER/OCTOBER?!” Much of society questions why businesses advertise the holidays early as July and August. Why are businesses campaigning earlier of the holiday season?

More and more business are competing against each other. the National Retail Federation reported a 4 percent increase in 2014 holiday retail sales totaling $616.1 billion. Businesses that fail to maximize the holiday shopping season miss a huge revenue opportunity. People like to plan their budget and research the best deals during the holiday season. The sooner marketing campaigns are pitched, the more likely the brand will receive more revenue within the holiday season.

There is also the controversy of businesses opening their stores during Thanksgiving. Last year, Nordstrom took a stance and closed their doors for Thanksgiving and opened early Friday morning. This year, big chains such as Wal-Mart, Macy’s, Target, Best Buy and more will open on Thanksgiving as early as 3pm-5pm. While some stores are against this idea, it’s more of a revenue goldmine for others. Some consumers love this idea so they won’t have to shop at 3am on Friday.

Stores are claiming that they are giving what the customers want. “What the customer has been telling us is that she likes the defined times” to shop, Martine Reardon, chief marketing officer at Macy’s in New York. Businesses are competing neck-to-neck to bring the best revenue of the season, even if it means to pitch Black Friday sales as early as September and to open on Thanksgiving.

It’s a race to the finish line for businesses during the holiday season. The more they get a head start, the more revenue they may eventually rack up. If you hope that CEO’s will be willing to stop opening stores on Thanksgiving day or stop selling holiday items during August, you will see this trend for quite a while. It’s all about getting the first word to the consumer.

Happy Holidays!


References
Samson, E. (2016, August 1). To Maximize Holiday Sales Start Planning Your Marketing Early. Retrieved from https://www.entrepreneur.com/article/248165#
White, M. (2013, August 15). Halloween in August? Christmas in October? This Annoying Retail Trend Is Here To Stay. Retrieved from http://business.time.com/2013/08/15/halloween-in-august-christmas-in-october-this-annoying-retail-trend-is-here-to-stay/
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Visual Storytelling

Have you noticed the growth in video marketing? Are you constantly bombarded with live video feeds on your social media accounts?

With brands constantly using videos to target their audience, visual storytelling is also on the rise. Society’s attention spans are shrinking each year and it is important for your story to capture those who may be interested in your business.

In this blog, we will share some tips on how you can create your perfect visual story, where to publish them, and some great examples for you!


Why You Should Use Visual Storytelling With Your Brand 

Typewriter

When you first visit your Facebook account, what do you see? A lot of images and videos!

Within these graphics comes with a story. More and more consumers are now searching for something that can resonate within their lives. People now these days want to feel included with their interests and share their stories with others who also may be interested. This creates networking opportunities and grows your fan base to the next level!


The Trends of Storytelling You Should Know

Infographic Storyteling


How Do I Create Great Stories?

Stories can be powerful. With the growth of social media, society is seeking trust and authenticity within organizations.

But how can you connect with your targeted audience? Read this infographic

Infographic Stories


I Have A Story! Now What?

Now that you’ve sculptured your story, you need to pitch it to your intended audience.

Before you pitch your story, you must strategize the artwork behind it. Ask yourself: “What kind of image will represent my story? Do I want to shoot a video?” 

They say a picture is worth a thousand words. Photos are sort of the “proof” that you’ve done something or seen something. People share millions of photos every day. When those are shared, your story will receive more recognition.

When choosing or taking a PHOTOGRAPH, review these tips.

  • Is this photo authentic?
  • If I was looking at this photo, would I relate to this story?
  • Did I get permission using this photo?
  • Will this photo be shared and capture the attention of the busy individual?
You also might want to create a VIDEO for your story. Here are some things to consider.

  • Create a script for your video. Write down what you want to say and practice in front of a mirror.
  • Choose the location of your video. Remember – does your location relate to the story you are telling?
  • Dress appropriately for the role
  • Keep your video under 3 minutes. Since society has short attention spans, try to keep your video as short as possible.

Types of Platforms to Share Your Story

video camera

Blogging

Blogging continues to be one of the greatest platforms to pitch stories to audiences who may be interested in your business. Though blogs mostly contain words, try to narrate an image to your audience. They then can imagine your story and where you are going. Create your blogs by using WordPressBloggerSquarespaceTumblr, and more! The more photos/videos you post, the more recognition your story will be picked up. 

Social Media Channels 

Within regards to visual storytelling, Instagram continues to climb to the top. A photo or video can capture the attention of your intended audience. Facebook, Twitter, and YouTube are also great tools to create and display your visual story.

Live Video Feed

One of the great things in today’s tech savvy world is using Live Video feed at your finger tips! Facebook, YouTube, and Instagram now lets you broadcast to a wide range of users.

Video Marketing Is Important To Your Marketing Strategy

video-infographic

Video marketing is important to your marketing strategy

How important is creating online video when planning your marketing campaigns and brand strategy? Consider these three trends:

  1. By 2019, 80% of all internet traffic will be video[1]
  2. A 2014 survey of 1,046 consumers aged 18-54 who have shopped online found that 53% (+/-3.3%) of Americans said that a YouTube video influenced their decision to purchase a product at least once in their life[2]
  3. Considering that YouTube is viewed by more 18 to 49 year olds than any cable network[3], there is potential to influence hundreds of millions of people in the US and throughout the world into purchasing your product or service[4]

Why are videos so influential?

  • video information is processed quicker by the brain than text information
  • video shows personality in a way that text cannot
  • video boosts search engine optimization
  • video demonstrations on a product or checkout page leads to higher product order values and conversions

Having video on your website boosts Search Engine Optimization and improves its ranking on Google Search. Furthermore, video can create an emotional bond with your audience as humans naturally connect with video and process visual data faster than reading text[5]. For consumers who won’t read long descriptions, videos effectively increase the understanding of your product or service and influence consumers purchasing decisions. It is reported that 90% of users say that viewing a video about a product is helpful in their decision-making process5. At Pearl Marketing & Design, we see an increase in likes/shares on our customers social media pages and increased customer engagement and comments when we post a video to their website and social networks. For companies that do email marketing, our customers find double the click-through rates by adding a video to their email marketing strategy.

The “how to’s” of making a video

Every business dreams of its video going viral. Often times a video that is unconventional, funny or witty has a high chance of going viral. Certain emotions such as awe, surprise, joy, humor and courage help your video to go viral as well. A viral video will drive visitors to your website, increase likes on social networks, and expand your “followers”. Here are a few simple tips for creating video content:

  • Know your target audience – as the intention of a video is to gain an interested audience, take some time to research the interests and behaviors of your target audience
  • Craft your message – communicate your intended message clearly by staying on point, minimizing “um”s, and keeping your eyes on the camera at all times
  • Have fun with it – remember, this video is showcasing your company’s personality to the world, so you want to exude confidence, high energy, and creativity
  • Keep it relatively short – The average attention span of someone is approximately 8.25 seconds. That is why we see some commercials have gone from 1 minute long to 15 seconds or 30 seconds long. People tend to absorb content quickly during shorter commercials and lose interest when exposed to longer content.
  • Posting – post your video on your website, preferred social media platforms (including YouTube), and place in email newsletters and blogs. Be sure to add “tags” in order to attract the appropriate audiences. And then “boost” your post.
  • Hire a professional – although we have all seen amateur videos go viral, oftentimes their popularity comes as a surprise. Think of a video as your “virtual store or office” and make sure it is representing your business in the manner in which you want your audience to perceive it.

Contact Pearl Marketing & Design today (info@pearlmarketingdesign.com or 603-732-9070) to schedule your next company video.  Our video team will work with you to create video content that expresses the personality of you and your brand. We have the most current camera technologies (a licensed drone, 360-degree camera, etc.) and software to record, edit, and create just about anything you would like. We will even edit self-made videos. Let us help you build customer relationships, tell your company’s story, and showcase your brand through a professional video.

You can see some of our recent videos by visiting our website at https://www.pearlmarketingdesign.com/portfolio.html

[1] Cisco Visual Networking Index: Forecast and Methodology, 2014–2019. Retrieved March 6, 2016, from http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next- generation-network/white_paper_c11-481360.pdf
[2] 53% Say a YouTube Video Influenced a Purchase at Least Once? (2013). Retrieved March 6, 2016, from http://www.reelseo.com/youtube-video-influenced-purchase/
[3] (n.d.). Retrieved March 6, 2016, from https://www.youtube.com/yt/press/statistics.html
[4] How Video Marketing Influences Your Customers’ Decisions [Infographic] – Vidyard. (n.d.). Retrieved March 6, 2016, from https://www.vidyard.com/blog/how-video-marketing-influences-your-customers-decisions-infographic/
[5] 50 Must-Know States About Video Marketing 2016, January 12, 2016. Retrieved March 6, 2016 from http://www.insivia.com/50-must-know-stats-about-video-marketing-2016/