Christmas is much more than a shopping season; it is the perfect time to create emotional bonds and strengthen a brand's identity. For small and medium businesses, that have the advantage of a closer and more authentic communication, this date becomes a unique opportunity to win over the audience and stand out in the market
"The secret is to transform feelings like nostalgia and unity into campaigns that connect people in a genuine way", affirmsLeonardo Oda, marketing and innovation specialist. According to him, Christmas does not require large budgets, but rather creative strategies that enhance the emotional appeal of the date. Next, he presents practical actions that can turn the occasion into a driver of growth and recognition
1. Bet on emotional storytelling
Stories that awaken nostalgia and tradition connect the audience in a genuine way. Elements like childhood memories or typical Christmas scenes strengthen identification and attract attention
2. Use nostalgia to your advantage
Campaigns that explore values such as generosity and unity strengthen the emotional bond. "Messages that evoke happy memories create more lasting engagement", Ode
3. Personalize your offers
Exclusive offers, such themed packages or limited editions, help to highlight your brand. An example is the SJ Hotels & Resort network, that created custom packages on specific landing pages for Christmas
4. Create a sense of urgency
Stimulate quick decisions with scarcity triggers. Phrases like "Last days to secure your Christmas gift" can encourage immediate purchase
5. Bet on Christmas characters
For businesses aimed at the end consumer, characters help to humanize campaigns. Companies that already have mascots can adapt them with Christmas elements, like Santa Claus hats, to reinforce the atmosphere of the date
6. Promote charitable actions
Social initiatives during Christmas strengthen the company's image and create a connection with consumers who value social responsibility. Donations or partnerships with community causes generate positive impact
7. Plan retrospectives for B2B audiences
For businesses aimed at other companies, Christmas is an opportunity to strengthen partnerships. Year in review, highlighting achievements and acknowledgments, help to solidify relationships
Creativity and emotion as differentiators
Christmas is a time when consumers are more open to emotional messages. "In this scenario, small and medium businesses can stand out through authenticity. With creativity, even simple campaigns can outperform those of big brands, concludes Ode
