We’ve previously discussed using national and international days in your marketing strategy. Doing so can make your content more relevant, and help you engage with your audience. So when you’re creating your marketing calendar, you can’t forget about Halloween! While not as big as Christmas when it comes to marketing and sales figures, Halloween is a great opportunity to run a huge promotional campaign. Within the UK, we spend around £474 million on Halloween, and between 10 and 15 million pumpkins are grown each year. Hardly small potatoes.
And in addition to this increase in spending, Halloween is a chance for people to dress up in silly costumes, be creative, and express themselves. So as a business, you also need to step up your game, and get a bit more creative in your marketing strategy! Don’t be afraid to show your company’s personality, from photos of staff with scary make-up, to fun Halloween themed designs on your website. And if you’re stuck for ideas, you can try out some of the strategies below!
Perhaps the simplest way to get involved in the Halloween spirit is to use iconic symbols, such as witches’ hats, black cats, crescent moons, and jack-o-lanterns in your branding. Most business logos could do with some spicing up in the form of spooky imagery anyway! Google is a great example of a company that does this well – for every major holiday and loads of other significant events, they’ll alter their logo to reflect the theme. You may not have the resources to design a logo for every occasion, of course, but the big holidays like Halloween and Christmas are a good place to start!
Altering your branding is particularly effective if your audience appreciates quirky designs and the latest trends. So essentially, if you’re targeting a younger demographic. If you have a more conservative audience, you’ll have to think a bit more carefully about how you can bring Halloween imagery into your brand for the season, but it’s not impossible. Try gothic designs, or just inverting the colours on your website, so that you have white text on a black background. Simple but effective!
Make it Topical
Your company may not have Halloween themed products to offer. If this is the case, you just need to get inventive! The possibilities are endless – simply find a way to include some part of the spooky season into your branding or the products and services you offer. For instance, you could design products with pumpkins or bats on them, rename your products with Halloween-y names, or run an event that involves fancy dress.
What angle you decide to take will largely depend on the industry you work in. Not everyone can just create Halloween inspired baked goods, with seasonal flavours like pumpkins and warm spices! But you can always look at what your competitors have done in previous years if you’re seeking inspiration. The main thing to keep in mind is that the holiday can be used to get people excited about your brand.
Not Another Scary Movie
If you’ve got the tech know-how and the right equipment, you may wish to consider creating a promotional video in the style of a scary film. It will obviously need to be a branded video, but the content can be whatever you want. Perhaps have a video set in a haunted house, or include a classic villain like a vampire or a zombie.
A great example of creating Halloween-y content in line with your branding is that of LG. Several years ago, LG produced a video demonstrating how sharp the images were on their IPS monitors called ‘So Real it’s Scary’. They installed these IPS monitors in the floor of a lift and programmed them to show the floor falling away whenever anyone entered the lift. The video, which showed people scared when the floor seemed to fall through, went viral. While your campaign may not have quite as big of an impact, you may be surprised by how popular it gets!
Halloween Promotions and Competitions
Another easy way to get into the Halloween spirit is to run themed competitions and promotions. Fancy dress competitions are a classic, and can be a great way to get your brand out there if you get your followers to include your product in the photo. For example, if you sell cleaning products, ask anyone who enters the competition to feature your latest antibacterial spray in the photo, while keeping it on the Halloween theme. The results are bound to be hilarious!
You can also try using gamification in your promotions – whether it’s silly Halloween online games, or a treasure hunt for pumpkins around your store or website. Getting people involved and fully engaged will make your brand memorable, and you can expect to reap the treats, not tricks, this Halloween season!