In previous years, by mid-October, the Christmas promotional calendar would have been done and dusted. Budgets signed off. Creatives approved. Advertising booked. Events planned. Digital content calendars agreed. Yet here we are in a world of uncertainty, with the majority of businesses working from home and further distancing measures being introduced in an attempt by the Government to curb the spread of COVID-19 during the winter months.

2020: The year that changed the way we live and work

Now is a good time to reflect on the year so far. The way people work and run their business has changed. Customer behaviours have changed. Flexible working has been embraced. It is likely that the way we work and run businesses will not ever be quite the same as before – so we have to move forward and embrace the so-called new normal. The only thing that has slightly lightened this change is that every business has been affected, so it’s a level playing field so to speak.

Let’s be honest, who saw 2020 coming? No one. You couldn’t write it. As the pandemic unfolds, we know more, understand more and are perhaps not as frightened as back in March. That said, the change to life has been unprecedented. 2020 will no doubt go down in modern history as the year of change, post COVID-19 – you could possibly compare it to a modern industrial revolution.

Which moves nicely onto Christmas 2020… What will Christmas look like? Well, we don’t really know. No-one does. Christmas is a time where traditionally we celebrate togetherness – whether that be eating out, shopping, Christmas markets, work Christmas parties, family
time. All of which involves mixing and people – and everything we have grown to love. Who would have thought that Christmas celebrations would be this uncertain.

So marketing wise it’s the nightmare before Christmas… or is it?

It is a daunting time for many but for forward-thinking businesses, the pandemic has in fact allowed many organisations to really polish their digital communications strategy and focus on delivering key messages.

When you think about it, more people are working from home than ever – using iPads, tablets, laptops or even operating from a fully functioning home office, and will continue to do so, at least for the winter months. Digital communications allow you to correspond with clients regularly and keep your brand at the forefront of their minds. They are constantly online. Your biggest customer touchpoint is quite possibly digital brand assets right now. So let’s think about this: 2020 has certainly been a year unlike any other, however, in true BrandBrown style, we always try to look on the positive side of life. It will certainly be a Christmas to remember and these are by no means certainties but our top tips this year for the majority of businesses are to:

• We have previously mentioned how continuous communications are so important during this period of social distancing. Use this opportunity to stay in touch with your audience, remembering the current work-from-home approach that many companies have implemented, means your brand stands more of a chance being seen digitally throughout the working week.

• Play it safe. With so much uncertainty the safe bet this Christmas is to just make your marketing a little more Christmasy. This does not mean it has to lose that creative flair but in certain sectors it’s harder for businesses to commit to much more with such uncertainty.

• Keep your brand prominent: Have a very merry social media Christmas calendar!

• Ensure messaging is caring and not salesy.

• Remember that when December arrives, so will that festive feeling, regardless of how difficult and different 2020 has been.

We believe it is so important to share the love this Christmas and ensure your brand is in front of people’s minds, cost effectively. So let’s make that happen for you.

If you would like any support in managing your Christmas campaigns or to discuss the creation of a personalised branded Christmas card for your clients via our design studio please get in touch. Click here to view a small selection of previous e-card designs from our portfolio.

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