With Halloween around the corner I thought I would make this article about themed email marketing campaigns. Halloween is growing massively in the UK. In fact, since 2005 the UK market for Halloween has grown at twice the rate of the US, which is staggering if you think about it. In 2011, an estimated £310 million was spent on Halloween in the UK and this is set to grow. So, with this in mind, is there anything your business can do to take advantage of the Halloween marketing frenzy? Well, if you sell chocolates, sweets, costumes, party decorations etc then it's a no-brainer... you obviously need to maximise on it. But even businesses with no direct products or services related to Halloween can benefit as well. How? Well you could release a special Halloween line of products to create some interest. An example of this might be Halloween themed candles, Halloween costumes for your pet (yes, they do exist), and stranger still, Halloween themed contact lenses to give you a scary red eye effect. It requires a bit of creativity but that's what marketing is all about, isn't it?
Even B2B businesses can take advantage. They can use the Halloween hype to maybe create an email campaign promoting a competition. Halloween photo competitions are always very popular or directing people through links on your emails to landing pages on your website where they have to fill in a Halloween based quiz. Doing this type of activity is good for having your content shared and generating followers that you normally wouldn't get. Anything that will create a bit of interest and spark a bit of fun is fair game at Halloween and it's a way of engaging your customers in a non-traditional way.
Sponsoring Halloween events is another potential vehicle for raising your business profile. Organising Halloween charity events and telling people about it through social media and email is also an option.
Anyway, here's the science bit. To maximise on sales, businesses need to make seasonal events such as Halloween more appealing to customers. Identifying people's needs, attitudes and drivers towards events such as Halloween is one way to achieve this. Through conducting appropriate research of the market you will be able to come up with new products, services, competitions, online or offline events, promotions or offers that will enable you to take a slice of the pie... the pumpkin pie in this case!
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