For a while now, the spooky celebration held on the night of 31 October into 1 November seems to have started earlier and earlier in Spain. As with other big dates in our calendar, Halloween has become a valuable commercial product, so «let’s make the most of it».
That must be what the growing number of businesses jumping on the pumpkin-and-bloody-fangs bandwagon are thinking as they promote their products, services or brand from the last days of summer.
This trend, which doesn’t look like a passing fad, follows a marketing strategy known as Dayketing. Brands behave like satellites pulled in by the gravity of certain special days, such as Christmas, Black Friday or Valentine’s Day, orbiting around them long before the official date. Christmas treats in September? We’ve got used to seeing them in supermarkets before the season even starts.
Want your brand to make a scary impression this Halloween? Take note of these tips:
FOCUS ON THE VISUALS: for example, add some creepy touches to your website’s look and feel.
AMAZE WITH SCARY CONTENT. Storytelling works really well. Build a charming, chilling story around your products. A thriller that connects emotionally with your audience.
DUST OFF YOUR PROMOTIONS AND SPECIAL OFFERS. It’s the perfect time to launch seasonal offers or limited-time promotions that create urgency, with codes like “PANIC00”. Create themed packs or limited editions, such as spooky packaging. Competitions and giveaways are another effective tool: you can ask your followers to post themed photos with your products on their profiles to enter.
ENCOURAGE PARTICIPATION: add quizzes such as ‘How much do you know about Halloween?’, or whatever you come up with, so your website visitors can find out if they’re experts on their favourite celebration while you collect customer data through leads. You can also run UGC campaigns, encouraging your followers to create scary content around your brand. Remember Burger King’s offer of free burgers for customers who turned up dressed as clowns? It’s just an idea; yours are bound to be a hit too.
USE MULTIPLE CHANNELS. Social media, your website, email marketing, in-store events… Anything goes to delight your audience and attract your ideal customer.
THINK BIG FOR INSPIRATION: look at what the brands you admire did in previous years and gather fresh ideas for your own.
Halloween is a fantastic opportunity for your brand, so unleash your inner monster and create a frightfully good campaign. Whether it’s Halloween or any other big promotional season, remember to plan ahead, stay consistent and be creative.
