Ideas for B2B marketing around Christmas
Poor B2B marketers don’t have it easy around the holidays. While B2C stores are all about discounts and décors and warm music and entertaining stuff, we’re left with fewer options that are most of the time not that great. But that doesn’t mean Christmas can’t be leveraged with B2B marketing! I’ve looked around to find the best ideas for Christmas campaigns and here’s a list of my favourites.
As Christmas approaches, you can start a countdown! You can regularly deliver something new to your prospects on a theme you selected. For example, you can:
- Share the best (or worst) of the year in your field
- Make a recap of the most important events
- Offer gifts throughout the weeks preceding Christmas – like an e-book, exclusive infographics, a free bonus in your service, tickets for a conference… You can offer bigger presents throughout December. Given the frequency of gifts to send with a countdown, you can focus on your clients only – or your best clients. This is a very good way to ensure customer loyalty and a great opportunity to say thank you.
An extended version of this scenario is to offer a full Advent calendar. It takes more time and asks for a lot of ideas, but it’s also more fun.
It’s not very original but still reliable. Why? Because videos are easy for your audience. Whatever the content, it almost always requires you to give your contact details. But a video is free!
As a marketer, it can also not be very expensive and it’s a perfect opportunity to have fun while thanking your customers. I know I’m not the only one who’d prefer watching a video of a brand for Christmas rather than giving away my contact details against content.
The JDR group made a video last Christmas of their employees answering the question “What does Christmas mean to you?”. Answers: family, food, relaxation or on the contrary stress… It was short, simple, easy to make and cheerful and it brought a smile on people’s face. So if you have a good idea for a scenario, go for it!
The animated content
The point of what I call animated content is to create a landing page or a page on your website with an animation. And that’s pretty much it. To make it clearer, here are a few examples:
- Build a snowman and get a prize
- Drive Santa’s sleigh to the Christmas tree and pick your gift
- Throw snowballs at a field- or company-related target and get a score. If you go above a certain one, you win something (or you can gradually improve the prizes you give)
If you want to make it more professional, you can add a sort of tutorial about your industry throughout the animation or a timeline of the different notable events that occurred in 2016, etc.
Now let’s talk about the three business options you have:
- Give it all for free. Sure, people will love it but it won’t show on your ROI and thus not many companies are ready to do it. If you can afford to do so, I strongly encourage it.
- You can ask for contact details before the animation: it means having a barrier to the entry. If you’re confident about your teasing abilities you should be fine. It will discourage some people but once they’re in, it’ll all be free and they might sort of forget they even “paid” for it in the first place. The main advantage of it is that you have qualified traffic. People are already ready to give their info just for the animation so you know they have some interest in your company.
- The third option is to ask for the contact info at the end of the animation, once your visitor picked up his or her gift for example. The positive side is of course that the traffic will be higher but there will be disappointments at the end. In that case, it could discourage them or it could force them to fill the form without really thinking about it. It’s impossible to really predict their reaction but this option involves having a good animation that will really make them want to give their info – and the reward must meet expectations!
Adopt a theme
Everybody adopts the generic Christmas theme but it doesn’t differentiate you at all. Another option to distinguish yourself from the mass of “Merry Christmas” and “Happy New Year” campaigns is to adopt a theme within the Christmas theme. Follow me? I’ll be more concrete: take a theme out of pop culture and stick to it throughout your whole campaign. Rebrand yourself as the official representative of a children’s book, a Christmas song or a famous holiday movie.
It’s original and it’s fun. If you choose this, you can publish a video or pictures within your theme, communicate around it, quote it… The main advantage is that if you choose something popular, people will recognise what you’re doing and are more likely to identify themselves to you – and it’s also cheaper. The drawback is that it can be considered risky. High risk, high reward. It can either lead to a great community engagement or to a rejection. If you’re a risk-taker and already imagined which theme you’d pick while reading this, then I encourage you to try it out.
I look forward to discovering all the B2B marketing campaigns for Christmas! Cheer people up by making them laugh! I hope your campaigns work out fine and that you’ll be able to stand out from your competitors!
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