As we gear up for the festive season, are you ready to elevate your brand’s Christmas campaign in Western markets? Dive into this article to explore three essential considerations that will not only spark your interest but also set the stage for a memorable and impactful holiday strategy.

 

When it comes to Christmas, there are many differences depending on the country and culture. Growing up in Austria, Christmas used to be a very traditional holiday. Gifting some small and meaningful presents to loved ones, but the most important part of this holiday was celebrating with family and friends. In recent years, the Christmas we used to know has changed quite a lot. Even in Europe, things got more commercialized and Christmas slowly started to develop more and more into a shopping holiday! This is why many Asian brands are also jumping on the bandwagon of promoting their products during the holiday season (often for a discounted price).

 

Living in Taiwan, I often observe that Christmas is communicated in a quite commercial way. Bright colors and marketing materials are used to mainly focus  on the one thing: SALES! But where is the meaning behind all this? And do visuals and texts solely focused on discounts and sales really work in markets like Europe?

 

I am convinced that, even though Christmas in Western countries is getting more and more commercialized, it is still highly important that brands promote their Christmas sale in a traditional, sensitive and often emotional way without forgetting the actual meaning of this holiday. Considering those aspects in your marketing campaign can help you to connect with your target audience on a much deeper level and increase both customer engagement as well as customer loyalty. 

 

 

 

To unlock the full potential of your 2023 Christmas marketing campaign in Europe, I’m thrilled to share three game-changing tips that promise to transform your brand’s holiday strategy:

 

• Do Your Market Research – understanding the traditions: To discover the most effective marketing direction for your target audience, it is crucial to understand what Christmas means in a particular market. By gaining insight into the unique Christmas sentiments and festivities of your target audience, you can tailor your marketing direction to align authentically with their values and traditions. This will also help to show that your brand genuinely cares about its customers. Pro tip: Christmas is celebrated on different days throughout Europe, so it’s advisable to check calendars for varying dates. 😉

• Choose the right visuals – it’s NOT all about sales: Sometimes, a brand doesn’t necessarily have to promote its product in an aggressive and sales focused way. Especially during sentimental holidays like Christmas, capturing the spirit of the season through emotional connections proves to be a more authentic way to engage your target audience. Therefore, I highly recommend avoiding bright discount signs and clearance announcements on your marketing visuals. Instead, learn to understand the colors associated with the season, the foods that evoke holiday joy, and the unique Christmas symbols, especially those specific to certain countries (e.g., Austria, where Santa Claus isn’t a traditional figure). By integrating those unique Christmas elements into your marketing campaigns and visuals, you will be able to connect with your audience on a much deeper level, fostering a sense of cultural understanding and shared festive experiences.

• Find the right words – tailoring Christmas messages for local impact: While maintaining your brand’s consistent tone of voice across markets is important, equally crucial is selecting a content direction that resonates with the local audience. From all sales campaigns year round, Christmas stands out as needing special attention in terms of marketing localization. Different markets have different values and emotions that are communicated in unique and different ways. For instance, phrases like ‘Boxing Day’ may resonate well in the US but may not hold the same meaning in countries like Germany or France. Take your time to do some research and find the right phrases and words that speak directly to your audience’s values and emotions. 

 

Ready to turn this advice into action? By considering those aspects above, you will be able to connect with your audience on a more emotional level. This will help you to develop a more successful Christmas campaign and also build a strong and lasting bond with your customers. 

 

You haven’t started working on your Christmas marketing yet or need some advice on how to communicate this cultural event in Western markets?

 

Reach out to me anytime, I am happy to answer your questions 🎅