As the year winds down, the Christmas holiday brings an end to what can only be termed as a very turbulent year. Lockdowns and the global health crisis have made individuals and businesses alike modify the way they carry out their commercial activities, and this would likely be the same during the festive celebrations. But one thing clear for most to see is;
The Christmas period still confers a unique opportunity for sales, so the question on the minds of all interested parties now should be; how can brands harness these opportunities?
In this post, we take a look at the general trend this Christmas for businesses and the need for proper communications with your audience.
Christmas is going to be a tad bit different this year!
Financial constraints, health challenges, and restrictions on social gatherings are some of the primary indicators that the holidays would be somewhat different from what we have come to expect, but at the same time, consumers are reacting to all of these in novel ways from what we have witnessed in the past.
Today, new spending and consumption patterns are emerging. Many consumers are shifting towards digital products — from virtual concerts to digital gifts — all in the name of keeping up with the theme of Christmas.
Brands are stepping up their game in this year’s Christmas message
Despite a number of brands incurring record-breaking financial losses this year, many still see the Christmas celebrations as a potential goldmine, and they want a piece of the action, especially from the advertisement viewpoint. The Chief creative officer at Leo Burnett London, Chaka Sobhani paints the scene perfectly.
“The national mood will continue to shift in the coming few weeks, but the spirit of Christmas will reappear, and brands that can unite people and bring them hope will win.”
When it comes to Christmas messages, businesses must be sure of the intent behind every campaign. We have seen brands like Amazon pushing out campaigns to put consumers into that festive mood. Amazon’s The show must go on commercial evokes a strong feeling by harping on the realities of the times but emphasizing on the need to move forward despite setbacks.
The need for proper communications with your audience
To harness the rewards of the Christmas period, there is a need now more than ever to effectively tailor your message and communicate in a way where every audience is carried along, whether they are local or international, you must cater to the diversity of your audience.
As a business, you must decide on whether or not to include the pandemic into the Christmas theme, while bearing in mind that your message should reflect the realities of the moment and at the same time must be sensitive to the plight of your audience. Striking that balance is very crucial for every business.
In one of our previous articles, we covered the need for effective communication during a crisis and steps that can be taken to improve communication.
To wrap things up, the Christmas festivities nevertheless offers commercial potentials for those willing to take it, but the story does not end there. It also allows brands to endear themselves to consumers as the New Year beckons with the world expecting an aggressive recovery as the COVID-19 vaccine continues to roll out
Effective communication is a crucial step to having an edge over your competitors in the face of consumers. We reckon that overcoming language barriers and localizing website content is an excellent way to ensure effective communication, especially to a global audience. The translation and interpretation experts at TranslationsinLondon are ready to help place your business on the global radar.