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11.11.2020 By Patricia Sabino, Account Director, Client Experience

A Marketer’s Tips For Making The Nice List

Photograph of mother and daugher hugging in front of a Christmas tree. There is a log fire with stocking hanging up in the background of the picture.

‘Tis the season of gingerbreads, latkes and tamales. Kinaras, menorahs and twinkling lights. Plus so many more festive holiday traditions, including the promise of a visit by Santa to children around the world. Yet the reality of this year is that we won’t see the Big Guy in stores and malls. And with economic and safety concerns, many retailers are wondering if customers also will be absent.

As a mom of two toddlers and the Current Global lead for family-focused and toy clients, here is my Nice List on how brands can own mom’s heart and the most-important shopping moment of the year.

Deck the Newsfeeds. Engaging content deployed with a mix of paid, earned and owned marketing support will help parents discover your offerings while browsing their news feeds, instead of store aisles. With traditional timelines (and Black Friday sales) as different as everything else in 2020, NOW is the time to promote holiday messages and offers.

Joy to the World. Any brand that can help make the holidays a time of joy for my family has my attention. From simple and affordable shopping experiences, to going the extra mile with great customer service, to sharing inspiring content like the PJ Masks Thank You Big Heroes campaign (client), brands can give moms the gift of time and peace of mind – two things we’ve been lacking even more this year!

I’ll Be Home for Christmas. Most of us will. So, while holiday shopping traditionally focuses on getting the all-important presents under the tree, there’s a chance for brands to push messages and products that will help make positive memories in 2020. Brands have a chance to win parents over with products (games, puzzles, recipes, crafts) that aren’t meant to stuff stockings, but rather to fill quality family time with everyone at home.

Dashing Through the Snow. Shipping experts, like Current Global client FedEx, expect to have a record-breaking season as people shift their shopping trips to ecommerce site scrolling. Like other carriers, FedEx is expanding its network and capacity, and adding deliveries to ensure they meet demands so that no one is disappointed this holiday season. The message for parents? Make your list, check it twice (or three, four times), and get shopping and shipping early!

It truly is the most wonderful time of the year, even this year. We’ve been thinking about the holidays for months at Current Global, working with clients on content creation, integrated media strategies and gift guide pitching. And while we are busy little elves, we’re always delighted to add more clients to our list, so let us know if we can help you wrap up the year!


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