As we get into October, holiday planning is in full effect for us at Blue Moon Digital, as well as our clients. The holidays give us a chance to spice things up, get creative, and push through a competitively crowded digital space. As we gear up for Black Friday and build the stamina to see growth all the way through the New Year, I ask you to pause for a moment to talk about my favorite holiday, Halloween! While it might not be as retail or ecommerce heavy, it does give us a chance to eat candy corn, show some personality, and have a little spooky fun.
A few of my favorite digital marketing moments of Halloweens past include:
Airbnb launched a very creepy contest, asking users to submit entries as to why they were brave enough to spend a night in the catacombs of Paris. Building user engagement, drawing media attention, increasing share-ability and growing your customer database are key as we hit peak season, but even those marketing benefits wouldn’t convince me to spend the night underground with millions of bones. Yikes!
When I graduated college, I finally agreed that I was too old for trick-or-treating, but thankfully Target brought it back! Their #HalloweenHills Instagram takeover brought tricks and treats with every post. Tricks linked to DIY decorations and costumes, while treats brought users to creepy and delicious recipes. By making each of these posts shoppable, Target was able to help users purchase everything they needed for their projects.
A tried and true way to drive in-store traffic? Offer a discount. A discount contingent on a costume is even better! Chipotle offers a $3 entre for those who comes into any restaurant in costume on Halloween after 3pm. The restricted times mean they won’t be missing out on revenue during the peak lunch hour, but will drive foot traffic when they might otherwise be slow.
Google Doodle is not specific to Halloween, but it is something that searchers have come to enjoy on any holiday. Each time a new doodle is posted, we get excited. Google has been able to leverage user generated content and featured artists to showcase their logo in fun ways for every holiday. Other brands can use this same concept by asking their users to submit spooky versions of logos or slogans for a chance to be featured on the company website or social media accounts. Or if timing or branding guidelines are a concern, have your graphic designer whip up something fun.
It is important to keep things fresh to make sure your customers stay engaged with your brand. Holidays give us a convenient opportunity to do so. Now grab a caramel apple, mix up your marketing, put on your best costume, and have a happy Halloween!