As an out-of-home (OOH) sales rep, the holiday season presents a valuable opportunity to connect with clients and boost their sales. However, it’s essential to stand out amidst the flood of holiday campaigns by creating messages that speak to trends and consumer behaviors of the holiday season. Tailoring your holiday outreach not only improves your chance of making a sale but also strengthens client relationships. Here’s how you can align your messages with seasonal trends for maximum impact.
- Leverage the Timing of Holiday Campaigns
Holiday campaigns often vary depending on the time of year. For instance, early in the holiday season, messages may focus on planning and preparation. Reach out to clients with a focus on strategic placement of their ads to capture early holiday shoppers. As Black Friday/Cyber Monday approach, position your OOH advertising solutions as a way to capture the URGENCY of last-minute shoppers. Later in the season, emphasize last-minute gifts or New Year’s promotions.
- Incorporate Local and Cultural Traditions
Each region and market may celebrate holidays differently. Tailor your messages to reflect these local traditions. For example, in regions with a strong Hispanic population, you might emphasize the importance of Las Posadas or Día de los Reyes in your holiday messages. Understanding your audience’s cultural preferences allows you to create more personalized campaigns that resonate with local consumers.
- Use Data-Driven Insights
OOH sales reps can capitalize on data analytics to create highly targeted holiday campaigns. For example, if a client’s target audience is millennial shoppers, emphasize the benefits of digital billboards near high-traffic shopping areas or transport hubs. Data can help you tailor your pitch to the specific behaviors of your client’s ideal audience during the holiday season, whether they are commuters, last-minute shoppers, or leisure travelers.
- Emphasize Seasonal Visuals and Messaging
One of the biggest powers of OOH advertising lies in its ability to make an immediate visual impact. A picture speaks 1000 words! Encourage your clients to use festive, seasonal visuals in their ads to create an emotional connection with consumers. For instance, imagery featuring winter scenes, holiday decorations, or New Year celebrations can enhance the effectiveness of the message. Remind clients that OOH ads are often one of the first things people see when they step outside, so making a positive, festive impression is key.
- Highlight Time-Sensitive Offers
The holiday season is all about “limited-time promotions”. Encourage your clients to use OOH ads to highlight special holiday offers, discounts, or end-of-year sales. Time-sensitive messages, such as countdowns to Christmas or New Year’s Day, can create a sense of urgency and prompt quicker consumer action.
Charlie Callari, is a senior-level sales leader in the OOH industry and over 25 years selling, building, and leading high performing sales teams, surpassing objectives, and winning. He is always looking to network within the OOH industry. He can be reached at 423-618-8635 or ccbillboardking@gmail.com
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Excellent article.