Tips and tricks from a full-service communication agency
One of the most awaited times of the year before Christmas is almost here: Halloween. Many brands have been waiting for this exciting time as well. You probably even included some initiatives or strategies in your 2021 marketing plan for this day, but how much impact will it have? We might get consumed with excitement, but does it make sense for my brand to participate on this day? Sure it's a fun holiday, and almost all ages join in, but that does not mean that all brands should be a part of it.
Jesús Barreda, Social Media Director who has worked with several Global brands at another, a regional strategic communications independent agency, states: "I believe that Halloween allows brands to be fun and authentic. Brands should act naturally, like any other user online, and not force their communication, becoming cliché. It is important to keep in mind that not all seasons are for all brands and something virtuous can turn into a disaster."
Trick or treating might also look very different this year from what we know, especially since governments encourage people to stay at home and celebrate a little differently. This allows brands to innovate and create something that has never been done before since it may be the first time Halloween celebrations are different.
There is one crucial thing to keep in mind: really understanding whom you are catering to. For example, it would not make much sense that a doctor specializing in obesity hand out candy during that day since it would contradict what they are trying to achieve. Instead, they could share on their social media recipes for "Snacks that won't increase your sugar levels but won't cause you to miss out on the fun" or hand out healthy candy alternatives for the patients they have coming in that day.
another shares three steps of the methodology they have developed to help brands decide whether it is relevant or not to join a trend or seasonality such as Halloween on social networks:
- Analyze if the brand is fit for this Holiday. If its role online is too serious or educational, it should not participate.
- Respect the brand's tone and voice, and it should not change its identity just to fit in.
- What they are trying to communicate should make sense. Communication should not be to sell or in a way that any other brand could also say.
If you consider incorporating this day into your business sales strategy, you might even ask yourself if it's worth investing in. If it aligns with your marketing plan, then that is entirely up to you. You don't have to invest hundreds of dollars, but whatever activity you consider, you have to make it count, no matter how small it is. Do you want to decorate your clinic? Well, give it a theme, something that will make your clients remember what your office looked like a couple of Halloweens down the line.
Are you thinking of handing out ghost-shaped cookies? How about aligning it to your brand and adding a few extra dollars to add a cool magnet with your logo? You might be wondering: how can I make a Halloween cookie that will align with my brand? Is your brand dedicated to construction? You can make a hammer with spiders crawling around it; let your imagination run.
Another issue is that budgets have been unstable due to the pandemic. Therefore, if you don't have a budget set for Halloween, you might think you will have to pass this year. Going back to the obesity doctor and budgets example, you can create a contest for whoever makes the best healthy candy alternative to win a discount on their next visit – or even a free visit. You can also change your website's theme for a couple of days. The point here is not how big you go out, but how well thought out the idea is; think of quality over quantity. If your brand is already online, consider a one-week social media Halloween-themed campaign; online events are huge this time around. Host a virtual Halloween party rewarding the best costume.
Halloween this year for sure will be one to remember, although you might feel overwhelmed with many changes and figuring out how to adapt. Use this as an opportunity to make your brand stand out. Remember, the day is just around the corner, so get there on time. And one more thing: don't forget to have fun!
If you need some guidance in creating a social media strategy for your business, contact another to get the online awareness your brand needs.
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Founded in 2004 by Jaspar Eyears and Rodrigo Peñafiel, another is an independent agency that aims to revolutionize strategic communication through powerful and effective campaigns, to position various brands in front of their audiences. another provides integrated services such as public relations, digital communication, influencer marketing, social media, branding, content & inbound marketing, creativity and design, research and market intelligence, and brand experiences. The agency operates under specialized business units classified in fashion, beauty, lifestyle, mass consumption, technology, luxury, culture, entertainment, health and wellness, tourism, and corporate. another is part of the Constellation Global Network and PRORP, and has been recognized with various awards such as the SABER Awards and the Latin American Excellence Awards. It has offices in Mexico (Casa another in Mexico City), Argentina (Buenos Aires), Brazil (São Paulo), Chile (Santiago), Colombia (Bogotá), the United States (FL), Panama (Panama City), and Peru ( Lima), with scope in Bolivia, Canada, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Puerto Rico, Dominican Republic, Paraguay, Uruguay, and Europe.
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