Every year around Halloween, the Leone family gets together for Spooky Dinner. It all stems from past Halloweens when the Leone children were living at home and ate my mom’s halloweenies (pigs in a blanket) before trick-or-treating. My parents decorate their house and everyone arrives in costumes and brings a Halloween themed dish to share. It’s a big deal.
Some things are classics: the halloweenies, for one, and my mom’s witch costume of a frilly Halloween apron and ornate witch’s hat. Others we’ve come to expect, but aren’t exactly happy to repeat: for instance, my older sister putting zero effort into her costume (typically a leopard print top and cat ears) and at least one toddler crying over someone’s mask being too scary.
Like Your Halloween Costume, Your Holiday Marketing Efforts May Need Alterations
So, as we enter the holiday season, think about what holiday marketing efforts have become time-honored traditions that your customers get excited about or simply anticipate. If they are well-loved, there’s no shame in giving the people what they want, though you should always strive to improve (my deviled eggs have become increasingly more ornate over the years) and change it up enough so that it doesn’t come off as lazy marketing.
Keep in mind that things that went over well last year might not be as great this year. Last Halloween, I wore a pajama onesie that transformed me into a flying squirrel. It was amazingly comfortable and easy, and I planned on using it again this year. You would not believe the amount of flack I got for it, despite it clearly winning best costume last year (it’s not like we vote or anything, but we all know). Repeating is lame, said my sisters, even if last year it was gold. Heavy hangs the head that yesterday wore the crown.
That being said, make sure you’re considering the changes this year has brought, and whether your holiday marketing efforts ignore them, or adapt to them. This is even more vital this year, as 2020 has been—to put it mildly—unsettling and anxiety inducing. Make sure your tone matches the moment and the benefits you tout make sense for today’s world.
Of course, if you’re afraid of making the wrong holiday marketing move, you can always consult our direct marketing experts to help put a direct marketing strategy in place and your mind at ease. Happy Halloween!
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