In a culture soaked country like India, with more festivals than we can name off the top of our heads, purchasing is hugely influenced by the time of year and festival period. Be it Pongal, celebrated as a harvest period in the south, or Deepavali, the world renowned ‘Festival of Lights’, purchasing is a norm during these periods. Marketing campaigns in India, take this into account, altering the campaigns to suit the drastic increase in Online Purchasing culture.
India’s e-commerce market is ranked 3rd in the world, however, India’s annual growth rate of 51% beats all the others with the world No.1 e-commerce market; China only registering a growth rate of 18%. Other contenders like Japan and South Korea stand at 11% and 10%, respectively.
Though marketing approaches are already made to cater to these festival periods, there are ways to optimise this effort.
MARKETING FOR FESTIVALS
- Beginning with the Ad Campaign itself, it must highlight why the product(s) is of use to the customer during this time. Emotion-based ads that tug at the heartstrings are common during these times. Making sure the ads are present across your selling platforms helps significantly.
- Special Offers There are many ways to give offers and discounts. Whether it is a Buy 1 Get 1 free, a free sample or an accessory, these add to the value of the product greatly.
- Sponsoring a BTL or Offline Ad Campaign can truly help build brand awareness for your products. Keeping your product/platform in the minds of the customers during this festive season can be the difference between a conversion or a non-conversion.
- Keep the Communication Lines Open between your customers and the company. Reaching out to them during this time is the best way to increase your chances of sales and conversions. Send them emailers, messages, and ads to remind them of the brand.
- Use Information From Customer Social Profiles and build rich profiles of your clients so that you can reach out them more relevantly and tailor you festivals sales to their need.
A study showed that 60% of sales are seen during the last quarter in India and the remaining spread across the year. The festival and celebratory season sees a chunk of the sales and it’s time to optomise your conversions, especially during that time.