If you haven’t started to come up with ideas for your New Year’s messages yet, you really ought to resolve to do that earlier next year – around the Fourth of July, perhaps. But we have your back. Here are five ideas that you can adapt to make the most of January.
1. Feel free to be mysterious
This Madewell message is intriguing. The background tinsel may convey a New Year’s Eve party in progress – or perhaps it’s just random tinsel. What is the “something” that awaits? We don’t have any idea, which is the point. It’s hard not to want to click on the CTA to find out more, and isn’t getting that click what it’s all about? If you’re not sure how to promote your New Year’s offer, perhaps you don’t have to. Keep it secret and get a lot of traffic!
2. Highlight your history
We don’t just look ahead when a new year rolls around, we also look back. This image for Coca-Cola does just that, not only through its retro design and odd assortment of ancient timepieces but with copy that promotes its long history of “continuous quality.” Even if you haven’t been around as long as Coke, you probably have enough of a track record that you can remind your customers about how long they have been able to rely on you.
3. Engage your customers
On Planet Fitness’ Confetti Wishes site, wishes for 2019 that have been posted by site visitors drop from the sky like, well, confetti. Wishes like “I wish to silence my inner critic,” “I wish to stop procrastinating,” and, yes, even some wishes about getting into better shape. And, get this, the company will turn those wishes into “official Times Square New Year’s Eve” confetti. According to the company, the campaign is designed to leverage their brand and show members how devoted Planet Fitness is to fulfill their promise to create a judgment-free environment. Even without the tie-in the Times Square New Year’s Eve celebration, it’s a very cool, and relatively simple way of generating content from customers and building goodwill.
4. Help your customers with their resolutions
Resolutions are of course very big at the start of a new year, so using any form of the word in a headline can be very eye-catching. And since most resolutions become moot before, say, Valentine’s Day, consumers can relate very well to copy that doesn’t take resolutions very seriously. This message from Kate Spade does that and does a clever job of incorporating one of its products in the headline.
Why is it so important to create consistent experiences across channels?
Customers want to be recognized on an individual level, and that’s such an understandable ask. In a world where so many things are commoditized, the only way to reward loyalty is personal recognition.
But if there is a break in continuity in cross-channel experiences, that’s one more dent in your armor of credibility when it comes to knowing your customer. For example, when I’m transferred in a customer service phone number, and they ask me to re-enter my information, that’s a defeating moment. It deflates what I think of that brand and how much I must mean to them as a customer.
As a marketer, it’s possible now to not lose that continuity across channels. Why would you accept anything less?
Want to know what Movable Ink’s three-year financial impact can be?
We commissioned Forrester Consulting to conduct a study that demonstrates how brands can use Movable Ink’s visual experience platform to drive business goals – and, spoiler alert – we’re thrilled with the results.