Giveaways have been a cornerstone of marketing for decades, with strong evidence of the practice even dating back to Ancient Rome. From promotional pens to modern digital coupon codes, giveaways have persisted and evolved over time. Giving away items that show off one’s brand has always given customers a way to perceive and understand a business, building the recognition that is needed to stoke valuable brand loyalty.
One key reason giveaways remain effective is their ability to elicit positive emotional responses. Getting something like custom bracelets or enamel pins for free often results in feelings of appreciation and a positive association with the giver. When brands offer giveaways, this positive feeling may result in purchases and further opportunities to develop the customer relationship—a feedback cycle that has existed for millennia.
Critically, the emotional impact created by giveaways can become a bridge to deeper, long-lasting customer connections. This is especially true in the case of seasonal giveaways.
Why Seasonal Giveaways Are a Solid Marketing Strategy
Tying your business to holiday and other seasonal events can amplify the basic emotional resonance created by giveaways, resulting in an especially strong connection with recipients. For most people, special occasions are already tied to strong emotions like joy, nostalgia, or generosity, giving freebies a firm emotional foundation to build off of.
For instance, Starbucks’s iconic birthday freebies have resulted in countless millions talking about the brand each time their day rolls around. Other major brands like McDonald’s and Coca-Cola also have tie-ins connected to virtually every major holiday, with freebies to spare during these times.
The good thing is that you don’t need to be a billion-dollar multinational to use this strategy. Here are a few reasons why you’ll want to consider giveaways in your next seasonal campaign:
They Drive Sales and Traffic to Your Website or Store
This is probably the most immediate benefit of a seasonal giveaway strategy. When your giveaways are correctly matched with your audience, you can drive daily engagement, increasing the likelihood of additional purchases and strengthening your brand.
Part of the reason is that seasonal promotions often lead to a sense of urgency. If your giveaway is particularly interesting or desirable, customers may even prioritize it, creating a rush that encourages visits and sales.
Visible Freebies Can Spread and Deepen Brand Awareness
Seasonal giveaways are an opportunity to put your brand in front of a wider audience and make it stick for the long haul. For example, offering a branded tote bag during Earth Day can create an association with sustainability themes and also help your logo be seen wherever your customers go. While the actual giveaway increases customer touchpoints, the association with the event establishes your brand’s memorability.
Giveaways Strengthen Emotional Connections
As mentioned, seasonal giveaways tie your brand to the feelings that people associate with specific times of the year. In the past decade, pumpkin spice-themed giveaways have been popular in the fall for evoking a cozy, down-home comfort. If your giveaway taps into some kind of wider shared experience, it may help your brand be associated with those good vibes.
The Act of Giving Encourages Customer Loyalty
Thoughtful gifts build customers’ goodwill, increasing return visits and brand advocacy. Attaching the giveaway to a seasonal amplifies this effect, creating strong emotional bonds that keep them coming back year-round.
High-Quality Giveaways Provide Content for Social Sharing
A visually appealing seasonal giveaway is an opportunity to create shareable content on your social media accounts. The association with the season can serve to amplify your reach beyond your usual customer base, getting people interested in what you have to offer. If the giveaway is particularly engaging, recipients may also want to share them on social media, giving your brand free exposure to their networks.
They Differentiate Your Brand from Less-Generous Competitors
Giveaways peg your business as a customer-centric brand, potentially setting it apart from the competition. This can be a key advantage during peak shopping seasons, making your offerings stand out from those of competitors that focus solely on discounts.
Giveaways Can Transform Your Marketing Strategy and Your Customer Relationships
It’s no accident that recognized brands like Starbucks and Coca-Cola are constantly churning out giveaways to connect their brands with various seasonal customs and practices. This strategy simply works because seasonal events and gifts let you leverage your audience’s emotions and expectations in ways that truly connect them with your business.
However, for your own giveaway campaign to be successful, it helps to know what giveaways are most appreciated by your customers. Start testing the waters with giveaways like custom
bracelets or t-shirts and use your learnings to build upon your next campaign. Whether you’re a small business or an established brand, starting today ensures you will make a lasting impression on your customers for decades to come.
To read more content like this, explore The Brand Hopper
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