Marketers are always alive in the near future. They need to prepare and plan for the upcoming seasons, events, and special events in advance. PLATEER Content [Strategy Meeting] is designed for marketers to get the necessary meeting materials, campaign ideas, and inspiration they need today. Do you have a team meeting today? Take what you need from PLATEER Content [Strategy Meeting]!

[December end-of-year campaign]

How about this theme?

① emotional gift theme
Offer seasonal gifts to customers waiting for Christmas and the holidays! Google trends show that interest in "gifts" is highest in December of the year. In particular, you can start searching for "Christmas gifts" in the second week of November and peak in the third week of December, the week before Christmas. With the demand for gifts rising, I think customized gift packages aimed at them can boost sales.

② Customer Audit Theme
Why don't we plan a campaign to thank our brand for their interest and support throughout the year? Gary Vaynerchuk, a global marketing expert, emphasizes, "The more e-commerce companies, the more detailed considerations, gratitude, and sincere apologies they need to make to their customers." He called it "The Thank you Economy." As he argued, "It's an era where we have to remember and impress each customer to survive." According to Forrester, a global market research firm, companies that care about managing customer experience have 1.9 times higher retention rates of customers than those that do not. As much love and care are devoted to customers, customers will stay longer in the brand.

③ sharing and donation themes
In December, various events will be held to share warmth toward the underprivileged. However, events related to sharing and donating are not effective for all generations. According to Survey 1 conducted by Trend Monitor last year, many customers in their 40s and 50s said they are "willing to donate" (68%). Only 56% of those in their 20s and 55% of those in their 30s responded positively to donations. If our brand's main target audience is in their 40s and 50s, sharing and donation themed campaigns can be effective. It will be possible to imprint the brand image on middle-aged customers by donating part of the profits or showing a company that fulfills its social responsibilities.

④ party theme
If the main target audience is in their 20s, they recommend themes related to end-of-year gatherings such as parties. According to Survey 2) conducted by Trend Monitor last year, those in their 20s said, "I will actively participate in end-of-year gatherings" and "I plan to enjoy drinking for the first time in a long time at the end of the year." Special exhibitions that collect party looks and party items, beer dispensers, soju water purifiers, and hangover-relieving jelly can also catch the attention of customers in their 20s.

How about this kind of discount?

① gift card discount
Looking at the trend of gift certificate searches on Google Trends over the past five years, we have seen the demand for gift certificates skyrocketing every year in the months when gift demand is high, such as Chuseok, Lunar New Year, and Family Month! I think gift cards are an attractive gift item in that they function similarly to gift certificates and can be gifts that take into account the brand's interests. Why don't you expand the usability of our brand's gift cards by offering additional discounts on purchases or gift cards on purchases over a certain amount?

② a specific member discount
How about offering rich discounts for membership in December? According to the Customer Experience Report 3) published by Open Survey, customers who are satisfied with the membership benefits recommend membership, and point accumulation or discounts are the top priority of the benefits. I think we can increase customer loyalty in various ways, such as sending a secret discount to a group of members who are concerned about leaving or providing a dedicated discount page to a group of long-term members.

③ a pre-booking discount
It's also called the "early bird" discount, right? Events that offer additional discounts if you purchase products before a specific anniversary or season encourage customers to pre-purchase. This is a tactic to ensure that customers are not lost by confirming their purchases before competitors. It is mostly used by companies that deal with expensive products such as travel, performances, and electronics. In some cases, pre-order discount campaigns are used as a test for market demand. Response analysis can also be used to reset prices or modify marketing strategies.

Other reference cases

💡 Make a Good Thing Better | Make a Wish + Donate Collaboration
: Take a hint from a special event case by UPS, an international courier company. UPS held a simple event on its official social networking site where customers can post their wishes and add specific hashtags to complete their participation. It was an event where UPS made customers' wishes come true by drawing lots. UPS also said that if customers post their wishes so that they are willing to join the event, it will cost $1 per post to donate to charity! It's a simple event, but it also gained a lot of engagement by giving them the pride of being a force for good things.

💡 Best Practices for Experience Economy | Christmas Village Leading Customers

: The modern Seoul city is creating a lovely Christmas village as if entering a fairytale country. Starting in 2022, we are recreating the alleys where small workshops in Europe are gathered during the Christmas season. It attracts a lot of people every year with a variety of entertainment, photo-taking spaces, and attractive atmospheres. In particular, only those who have successfully made an online reservation are allowed to enter, adding to the tension of ticketing. This year's first reservation day also attracted great attention, as all the visit schedules were sold out in about a minute. Don't you just go to the department store to look around and come out? You can eat, drink coffee, and go shopping while you're at the store! I think this is an exemplary case in the experience economy where you can get natural viral effects by sharing photos on social media while attracting young people's attention and naturally inducing them to visit offline stores these days.

1)2023 Investigation of Donation Experience and Donation Culture-Related Awareness, Trend Monitor
2)Survey on 2023 year-end mood and year-end plans, trend monitoring
3)Customer Experience (CX) Report 2024, Online Shopping Membership Case, Open Survey

Subscribe to our newsletter