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How Will Your Brand Reach Holiday Shoppers? 3 Ways to Stand Out During the Busiest Time of the Year

Big holidays are on the way, from Halloween to New Year’s Eve. Is your brand ready? Here are three ways your brand can stand out and reach hundreds of holiday shoppers this year.

Meredith Cunningham Published: September 10, 2021

It’s only September, but the holidays are coming up quickly. If you’ve been out shopping, you’ve probably already seen stores getting ready for Halloween – and Thanksgiving, Christmas, Hanukkah, and New Year are right behind it. 

With consumers feeling more emotionally invested this holiday season, many will begin shopping earlier than in years past. Half (50%) of the respondents in a Martech survey said that they plan to start buying holiday gifts well before Black Friday.

Is your brand ready? 

“Many local retailers and businesses don’t realize that holiday shopping starts in September and peaks in November. The trend shows that consumers are starting their holiday shopping sooner in the year than ever before,” says Chris Fehrmann, VP, Digital Products at TEGNA. 

Every retailer is trying to get the word out about their products at this end-of-year make-or-break period. Getting a jump on the competition is critical, but how else will your brand stand out? Here are three great ways you can reach holiday shoppers this year. 

1. Aligning With Content on Your Local News Station

Throughout the holiday season, local TEGNA stations will be showing everything from Halloween specials to Christmas classics like a Charlie Brown Christmas. Local stations will also be creating their own specially crafted holiday content – and as an advertiser, you can get in on the action and place messages alongside feel-good content on trusted stations. 

For example, local Minnesota station KARE runs a Toys for Tots drive in a partnership with the US Marines every year, presenting a unique opportunity for sponsors. With 87% of consumers purchasing from a company that advocates for an issue they care about, aligning your brand with content that helps serve the local community is critical.

‘Tis the Season for Sports

While most people think of trick-or-treating, eating turkey, and opening gifts on Christmas day, the holidays are also a great time for advertisers to align with sports content. We’ll see the MLB playoffs, NFL games during Thanksgiving, NHL games on New Year’s Eve, College Football Bowl games, and many more in the upcoming months. 

Whether it’s the gridiron, hardcourt, or ice, sports have a solid, emotional, and constant presence throughout the fourth quarter offering must-see live events that are tailor-made for family co-viewing,” says Josh Weinberg, Senior Marketing Strategist at TEGNA. “The urgency and immediacy of live sports give retailers the perfect platform to get their holiday message across to an audience that is already alert, amped up, and engaged.”

Severe Weather & Winter Storm Alerts

With the holidays comes cooler temperatures, winter storms, and school closings. Many people in the local community will be tuning into their local news stations each morning to help plan their day. By aligning with weather segments, brands have an opportunity to get in front of a substantial local audience.

2. Location and Event Targeting with Geofencing

With pandemic restrictions easing, more people will be attending games, concerts, and holiday parties in 2021. Using Location and Event Targeting with Geofencing to target an audience within a specific location could be just the answer your holiday strategy needs to get the results you want. 

No matter the industry, Katherine Yape, Product Manager at TEGNA, says, “Geofencing allows advertisers to stay in front of potential customers while they are in the buying process, and is a great advantage for any marketer to have in their tool kit.”

For example, let’s say you’re a dancewear retailer in New York located near a theatre putting on a production of “The Nutcracker.” You could draw a geofence around the venue and target attendees with mobile ads for ballet slippers or dance costumes for up to 30 days. Then, thanks to Location Targeting technology, when they visit your store and purchase an item, you’ll be able to attribute conversions to your Location Targeting campaign. 

–> To learn more about Location Targeting and find out how TEGNA can help your brand, click here.

3. Go Digital for Black Friday, Small Business Saturday, Cyber Monday

Even as COVID-19 restrictions ease, a Quantum Metric study finds that e-commerce will reign supreme this holiday season once again. In 2020, 81% of Americans did more than 50% of their holiday shopping online and plan to do the same – if not more – in 2021. 

Developing strategies for meeting consumer demand for online buying and at-home delivery can significantly impact winning the digital engagement battles will be crucial to holiday success. 

When paired with a strong brand and a solid linear broadcast strategy, digital ad formats will align best with the consumer’s mindset and get them down the purchase funnel more effectively.​ An integrated campaign like this provides manufacturers and dealerships top-of-mind awareness when consumers are in-market.​ 

The marketing experts at TEGNA stay up-to-date with industry news, and we take the time to understand our client’s unique marketing needs to create a customized solution based on insights and industry expertise. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Contact TEGNA today to find out how we can improve your marketing strategy.

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