October is among the most anticipated periods for marketing teams in the US. It is the month of Halloween, which means companies can take advantage of the popular holiday to get creative with their marketing campaigns. It’s a great opportunity to connect with new and existing customers, raise brand awareness, and for many businesses, it could also be an important source of revenue.
US consumers are expected to spend an all-time high of $10.6 billion this Halloween season, so businesses that do not have a powerful marketing strategy could be missing out on a remunerative opportunity.
Top Marketing Considerations in 2022
Creating a successful marketing campaign is never an easy task. As new technologies and communication channels emerge and marketing trends change, so do consumers’ needs. Let’s take a look at some of the marketing trends that businesses should consider when crafting their Halloween campaign.
Uplifting Content
In a post-pandemic world filled with uncertainty, consumers are looking for authenticity and uplifting content. Brands and their marketing teams should be able to meet them halfway, aiming to create joy through their marketing strategies. Themes of optimism and unity are more important than ever, and brands that focus on these elements are set to generate positive reactions from consumers.
Recent reports indicate that 73% of surveyed TikTok users said they felt happier after spending time on the social media platform. Linking positive emotions to a brand continues to be one of marketers’ top strategies. Dance videos, funny pranks, and stunt trends are at the heart of the platform, which presents an opportunity for businesses that want to engage their audience with lighthearted, authentic content this Halloween season.
New Advertising Channels Are Emerging
Gaming is replacing traditional advertising channels such as print and television, especially among younger generations. According to Keith Stuart, games editor at The Guardian, “a lot of traditional ways of marketing to young people are gone forever.”
If they want to reach the younger generation of consumers, brands should focus their marketing efforts on game advertising and branded virtual worlds. The advent of gaming advertising is ushering in the next era of digital marketing that young consumers are looking to engage with. If you have been flirting with the idea of incorporating gaming advertising into your company’s marketing strategy, Halloween might be the perfect time to try it out.
Spotlight on Sustainability
Consumers are becoming more and more concerned about the environment and the impact of their purchasing actions. As a result, educated consumers are starting to pay attention to where brands stand when it comes to sustainability.
As we enter a new era of corporate responsibility, brands should be focusing on sustainability as a business priority, and they need to realize that simply limiting damage to the planet is no longer enough.
There’s no question that Halloween promotes consumerism and causes lots of waste every year. Therefore, customers expect brands to take a stand against overconsumption on Halloween to develop innovative campaigns that do not encourage excessive buying.
Tips for a Successful Halloween Marketing Campaign
With these considerations in mind, we compiled a list of tips and tricks to help you run a successful Halloween marketing campaign. Remember, there is no one-size-fits-all approach when it comes to marketing campaigns—so it’s important to tailor them to your business and always prioritize authentic brand communication.
Carve Your Social Media Content
One of the most accessible ways to run a seasonal marketing campaign is through social media platforms. You can reach a wider audience and increase brand awareness by creating Halloween-themed content. With a little creativity, you can design TikToks, custom filters for Instagram stories, and funny or educational reels.
Halloween is also a great time to offer discounts and special offers on your products and services. This is an easy way to increase sales and attract new customers. You can promote your Halloween sales on social media, through targeted ads and Halloween-themed content.
Despite the growing popularity of TikTok, Instagram still ranks first when it comes to conversion rates. According to recent reports, the average conversion rate of Instagram ads is 1.08%. This means that 10 out of every 1,000 people who see an ad on Instagram will take action by either clicking on a link or making a purchase. Even though this conversion rate does not seem particularly high, it’s still quite good compared to other platforms.
Create Halloween-Themed Games
When it comes to including games in your company’s marketing strategy, there is more to it than meets the eye. Game advertising does not necessarily mean you have to make a game out of your products or services. There are great alternatives to expensive game advertising campaigns that are cost-effective and easy to implement. All you need is innovation and a good concept.
For this year’s Halloween campaign, you could give gamification a try. Gamification is defined as a process of integrating game elements and principles into non-game contexts. When you apply gamification to simple features, it makes them more fun for your customers to use.
For example, you could set up a Halloween-themed game on your company’s landing page. Something like “collect the pumpkins” should be fun and engaging for consumers across all age groups. To encourage visitors, you should consider offering prizes for completing the game. These can be promotional codes, a one-time discount on your products, or other similar benefits. Consider it a digital form of trick-or-treating.
Organize a Sustainability-Centered Halloween Giveaway
With the rise of social media, one of the best ways to get your company noticed this Halloween season is to host a themed giveaway on your company’s online platforms. You can combine all of the ideas discussed above to spread your brand’s message, increase your reach, and build awareness.
Consider encouraging consumers to try DIY projects like turning an old costume into a new one or making decorations out of recyclable materials. The most original and sustainable idea wins.
While this type of online giveaway might not drastically increase conversion rates, it can lead to some fun online interactions to increase engagement. And in the end, it is all for a good cause.
Wrapping It Up
Seasonal marketing can benefit both new and established businesses. Holidays and special occasions are great opportunities to appeal to new and existing customers with unique promotions. The perfect marketing campaign for Halloween will look different for every brand. However, keeping certain marketing trends in mind can make a big difference, regardless of the type of campaign you want to run.
