Christmas is approaching full steam ahead, and it’s time to set up a Christmas advertising campaign for your eCommerce. How to do it without falling into the convention of each year?
We would all secretly like to be Amazon. Well, I would like to be, not only because of the multimillionaire, but also for having gotten on a space rocket, even if it was from Chichinabo, and NOT having earned the official title of astronaut by a hair, but having gotten the most expensive adrenaline shot of history I wouldn’t mind not being an official astronaut and I suspect you would too.
But let’s not fool ourselves, neither you are Amazon nor I am Jeff Bezos, even though my head is as similar to a billiard ball as his. Which, by the way, proves at a stroke that all baldness remedies are as bogus as a 56-euro bill. What does this mean? That With a very high probability, you do not have a huge creative team at your disposal, nor the resources to mount a mega-campaign.
Does that mean that you can’t be original and set up a Christmas campaign for your eCommerce that doesn’t bore the stones? No way. Let’s look at some keys.
Keys so that the Christmas campaign for your eCommerce is not a pain. And by the way, to help you sell
1. Do not pretend to be what you are not
The greats of eCommerce (and large companies in general) spend a fortune on humanizing themselves. The little ones come humanized from home, so take advantage of it. Do not use the “we” if your eCommerce is unipersonal. Put a face to the Christmas campaign for your eCommerce. If it’s yours, better than better. Emphasize that you are small and not a large multinational. Look for empathy with people. Small is cool, exclusive, artisan is cool, locally produced is more sustainable. You have a thousand arguments.
2. Avoid Christmas conventions like the plague
«Chelsy Carballeira Creations wishes its clients and friends a Merry Christmas and a Happy New Year». Okay, maybe that’s too obvious. But Christmas references should be subtle and context-based. If the idea is “I’m going to congratulate people on Christmas to see if they dare to buy”, it’s better not to spend a euro.
3. Tell a story and put your products in the middle
One of the best Christmas stories in literature, “A Christmas Carol” by Charles Dickens, is actually a ghost story set During Christmas. It is 200 years old and advertising creatives from half the world continue to copy that concept. You can pull jokes, terror, winks to television series, whatever you want, but the important thing is that your campaign tells something beyond “Merry Christmas. Look what coolest products I have». The latter is what 90% of the people will do and it is a message that is as appealing to listen to as looking at a brick and pretending that it is interesting.
4. Don’t be afraid of video
If you are small, nobody is going to demand that you make a mega-professional video. Simply, video is the format that works best in online advertising. , since it achieves a click-through rate that triples that of image ads, I tell you this from the experience of many campaigns. That does not mean that you mount a video in any way, but yes don’t complicate your life. Also keep in mind that in a 20-second video you can put a lot more information than in a photo and text ad and it will cost you the same. Of course, do not pretend to release a one-minute ad.
5. Humor is the king of networks
It is not valid for all businesses at all times, but taking things with humor, apart from being healthy, gives your campaign a distinctive touch that will help you stand out from the rest. Of course, humor with creativity, which is a cocktail with a somewhat complicated recipe. It’s not about “playing funny» but to really have a sense of humor and communicate it in your campaign.
How? Well, for example, talking about the things that usually happen at Christmas, or making allusions to the present. From laughing at the orchestrated hoaxes that run on the networks about “the great blackout” that we are supposed to suffer to joking with alternative (and funny) uses that can be given to your products at Christmas. Humor is a great opportunity for a Christmas campaign for your eCommerce to stand out from the rest.
6. If you propose gift ideas, do not give many options
To do this you have to know your target audience well, but if you don’t know them beforehand you shouldn’t bother launching campaigns. Tailor your gift suggestions to that targeted audience and simply forget about the rest. When you manage small budgets, you have to narrow down the audience very well (age ranges, gender, geographical location, interests) and propose to each group of potential buyers two or three gifts that you know fit them. Something they can click on and buy without much thought.
7. The meringue, for the cakes
You have to be very, very good so that when you try to create a “campaign that appeals to emotions” don’t get an unpalatable sugary pastiche. People are more than fed up with these types of Christmas messages, so the best advice I can give you is to forget them.
8. There is life beyond Facebook, Instagram and Google
Although they are undeniably the kings of online advertising, you have much less saturated alternatives for your Christmas campaign for your eCommerce. Of all the possible alternatives, I am going to highlight two for their potential and affordability: Y .
In you do not have a minimum investment in advertising, although a minimum investment of 20 euros/day is recommended, while in (which may have links and accompanying images) from €250 per campaign. In both cases, as in all online advertising, with the possibility of selecting the target audience based on age and geographic criteria as a minimum. The results/price of a campaign in a traditional audio medium cannot stand up to what you can get on Spotify (and free up budget for other online formats)
And what about Google Ads?
You will notice that everything I have told you so far is very oriented to visual advertising. Most of Google’s advertising formats (of course the most common, those of the search engine) focus on text ads. Should Google Ads be part of the Christmas campaign strategy for your eCommerce? yes, but if you are able to create a very attractive ad with very little text. Keep in mind that considering an ad with general keywords such as «Christmas gifts» or «what to give for Christmas» will probably be out of your possibilities if you have a small budget, since they will be highly demanded keywords and, therefore, quite expensive in cost per click on these dates.
Here, in addition to the originality in the wording of the ad, The correct choice of keywords based on one counts a lot. This requires a previous study of the keywords according to their number of searches and an exhaustive knowledge of what your potential clients are going to search for on Google. That is the main drawback. However, there is an advantage: visits to your eCommerce generated by Google Ads are usually of much better quality, measuring it in times of permanence and bounce rates, than those originated by social networks. So yes, set aside some budget for Google Ads.
Bonus track: Dare with street marketing
If you are small you will not be able to hire a canvas or a screen on the Gran Vía in Madrid. Neither should you. But if there is small street marketing actions that you can do in a timely manner on designated dates outdoors. Always recording it on video and sharing the video on social networks and YouTube. They do not have to be expensive actions, but they do have to be imaginative. Put your head to think and look for something you can do on the street. It won’t cost you a lot of money to get the necessary authorization (if that’s the case) and you can get a lot out of it if you do it right.
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