Religious and cultural festivals are woven into the material of our nation. They’re crammed with celebration, devotion, cultural dressing, meals, and music. People look ahead to celebrating them along with household and family members particularly now after two muted years gone on account of Covid. For entrepreneurs, festivals are a novel alternative to attach with present and potential clients. An efficient advertising technique to focused demographics throughout festivals enhances the model picture, builds an emotional join with the consumer and will increase gross sales. A competition advertising plan ought to replicate the spirit of the celebration. A model should show the way it embodies the essence of the festivities, whether or not linked to music, changing seasons, or different elements.
Diwali is a competition of lights. The theme of Holi is color. The themes of Baisakhi, Onam, and Pongal are harvests. Every competition in India signifies one thing and extends a possibility to manufacturers to diversify their choices to attach with its target market.
Festival advertising methods have seen an evolution over time from the distinctive themes and innovation that unites the model with the tradition. An attire producer would possibly encourage giving presents to your family members throughout Pongal or Onam, for example. Or a paint producer might introduce a line of vibrant hues for Holi.
Over the previous few years, corporations have been launching cultural festivals as a model property. Some examples are music, arts, and theatre festivals. Here too, a hyperlink to the model’s DNA is explored, for example, a model of spices can launch an annual meals competition.
Local Marketing
Many festivals are celebrated within the streets, parks, and neighbourhoods and we see native communities and associations pitching in to make it a hit. Earlier competition advertising plans included tying up with native teams for an efficient on-ground presence. But now corporations sponsor them and put up logos and promotional materials at festive occasions. This helps promote their model identify in commercials and digital content material to attain the specified traction. Photographs of the celebrations are additionally used for additional consciousness on digital platforms.
Using contests and promotions
Brand have been actively leveraging festivals to launch contests and promotions designed across the theme of the competition. For many shoppers, festivals are a time to buy. Festivals like Onam in Kerela are typically a barometer of consumer sentiments and spends encouraging manufacturers set the stage for frenzied bouts of promotional actions. A 2021 survey confirmed that 94% of respondents had been excited to buy through the festive season, in comparison with 80% final yr. The classes included attire, cellphones, house home equipment, and electronics. In 2022, a festive advertising technique propels the gross sales progress because the surge in spending helps companies meet their estimated income targets. These promotions could be on-line or offline, relying on the target market, and may very well be on the strains of fixed-time offers, festive reductions, combos, and presents.
Leverage on-line actions
In the latest previous, the utilization of social media and the web has altered each consumer behaviour and the way companies function. Organizations have lots of choices now because of social and digital advertising actions being more economical that garner higher model recognition, and entice greater gross sales. Online advertising initiatives are prioritised in festive advertising plans. Through key phrase optimization and focused digital adverts, content material that connects festivals to manufacturers is leveraged. The most interesting methods to have a good time festivals are recommended to clients, together with the right way to embellish their properties, the right way to costume, the place to dine, what to reward your loved ones and mates and so forth. are highlighted intimately.
Digital advertising has revolutionized festive advertising, it is a medium the place model’s convey their festive spirit with photos and movies by social media posts which incorporates distinctive and trending hashtags. Companies additionally redesign their web site through the competition interval to replicate the colours and icons of the competition.
Region-focused advertising
In a rustic as numerous as India, you will need to perceive that one measurement won’t match all. Focused regional advertising particularly throughout essential native festivals assist manufacturers create a join with the precise demographic. Successful campaigns are these which create tasteful, aesthetic and genuine regional campaigns. It is essential to enhance the marketing campaign with an acceptable media plan to make sure the correct amplification and outreach.
Conclusion
For manufacturers, festivals are an excellent alternative to create experiences that buyers love. These may very well be age-old cultural festivals which might be given a recent twist with a recent new marketing campaign created by the model. Festive advertising methods have developed over time the place manufacturers now want to keep up consumer’s sentiments first. Through occasions, promotions, and different actions, the model has reminded shoppers of its function of their lives resulting in higher consciousness, recall engagement, and loyalty.
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Disclaimer Views expressed above are the creator’s personal.
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https://timesofindia.indiatimes.com/blogs/voices/evolution-of-festival-marketing-an-outcome-of-changing-consumer-behaviour-growing-digital-market/
