Create messages that reflect diversity and cut down festive-season stress

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 16, 2021, 2:01 PM GMT+0

Brands must ensure they also engage customers that may not be as excited about the festivities or choose not to celebrate.

Among various insights buyer personas bring the brands, they answer questions like what customers consider most important in their lives or do they even celebrate the religious festivals in their household. Some customers may even turn out to hate the festive season.

Such insights allow brands to tend to their target audiences with an inclusive holiday marketing strategy. Instead of featuring only the holidays, messages can talk about the weather or spending time with loved ones.

Brand messages that tap into humour and promote charitable giving initiatives can help relieve some holiday-time stress. Businesses must also include racial and ethnic diversity in their messages. Using pronouns that customers prefer being referred to by can also help certain customers feel welcomed.

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