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In recent years, there has been a shift in the way brands
approach marketing. Gone are the days when brands relied on one major campaign
each year to make an impact on their target audience. With the rise of digital
marketing, brands now want to build their brand through holidays and festivals
in each market they are in. This approach is not only cost-effective but also
allows brands to connect with their audience on a more personal level.
As an event marketer, it is important to understand why this
approach has become so popular and how you can leverage it to create successful
campaigns for your clients.
The first reason why brands are turning to holidays and
festivals is that they provide a natural opportunity to connect with their
target audience. For example, Christmas is a time when people are in a festive
mood and are more likely to engage with brands that align with their holiday
spirit. Similarly, festivals like Diwali or Thanksgiving provide an opportunity
to connect with specific communities and cultures. By aligning with these
holidays and festivals, brands can create campaigns that resonate with their
audience and help build their brand.
Secondly, focusing on holidays and festivals allows brands
to create campaigns that are more targeted and relevant to their audience. For
example, a brand that sells winter clothing can create a campaign that focuses
on the winter holidays, highlighting the warmth and coziness of their products.
By doing so, they can attract customers who are specifically looking for winter
clothing and position themselves as a go-to brand for this category.
Lastly, focusing on holidays and festivals allows brands to
create a sense of urgency and excitement around their campaigns. By tying their
campaigns to specific events, brands can create a sense of anticipation among
their audience, which can drive engagement and sales.
As an event marketer, there are several ways you can
leverage this approach for your clients. Firstly, it is important to research
the holidays and festivals that are relevant to your client's target audience.
This will help you create campaigns that are more targeted and relevant to
their audience. Additionally, you can use social media platforms to create buzz
around your campaigns and build excitement leading up to the event.
In conclusion, the shift towards building brands through
holidays and festivals is a trend that is here to stay. By focusing on these
events, brands can create campaigns that are more targeted, relevant, and
engaging for their audience. As an event marketer, it is important to
understand this approach and leverage it to create successful campaigns for
your clients.
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