3 Inspired Examples of Companies Integrating Live Content Into Holiday Marketing
This is an intense time of year for marketers. First of all, there’s the obvious commercial opportunity inherent in gift-giving holidays. If you’re a B2C company that manages to stand out in people’s minds when they’re doing their holiday shopping, it can be extremely valuable and lucrative. Also, it’s the end of one year and the beginning of another, so there are lots of opportunities to tell people about what you accomplished in the past year as a company, or what you plan to do the future. It’s a great time to remind customers that they’re important to you and to grab the attention of new people looking to try things in the new year.
As marketers, we’re all looking for an extra edge around this time of year. So, how can you use live streaming to boost your marketing efforts? Here are a few things other companies have done:
Live Stream a Holiday Marketing Seminar (Google, Constant Contact, Facebook & Square)
As with all content marketing, providing value is the name of the game when it comes to marketing with live content during the holidays. For B2B companies, helping businesses succeed during the holidays is a great way to garner good will and raise brand awareness among potential customers. The holidays are a great time to live stream instructional webinars and trainings.
For example, in November the U.S. Small Business Administration Tech Coalition – Google, Constant Contact, Facebook and Square all teamed up to create a marketing seminar in time to help businesses with their holiday marketing efforts. The Marketing Wonderland Holiday ‘17 Seminar was a 2-hour workshop that took place in the morning on a Wednesday and was a great opportunity for many small businesses to come together to learn marketing strategy from some of the biggest names in business. The live stream allowed Google, Constant Contact, Facebook and Square to educate potential customers across the country on holiday marketing techniques (that may or may not have included paid technical services and products).
Live Stream A Demo Of Gifts (HP & Walmart)
A product demo can be a great way to inspire brand awareness during the holiday season. What better way to get people excited about what you have to offer than to show them? And with live streaming, you can give people the opportunity to ask questions about your products and see how they work before they buy them online.
For example, HP and Walmart used live streaming to sell out the new HP Laptop in time for the holidays. In order to garner more participation and engagement than they saw with traditional QVC and home shopping network models, the two companies looked to live streaming. With the help of an online video platform and distributor (AmpLive), they were able to have the audience participate, ask questions, pre-order, and purchase the items up for sale, all during the live event.
Through a strong targeting and distribution strategy, HP & Walmart saw huge live audiences and ultimately sold out of the new HP Laptop.
Live Stream A Holiday Special (Martha Stewart & Home Depot)
Live streaming a holiday special can work for entertainers and big brands alike. This can be a year-end review of your company’s successes, a plan for the next year, a concert, or an interactive workshop.
One great example of a successful holiday marketing campaign is the 2015 partnership between Martha Stewart and Home Depot. At the time, leading up to the holidays, Home Depot was looking to diversify and expand its audience, and Martha Stewart was looking to launch a new line of products (Martha Stewart Living Collection) at Home Depot.
In order to reach the affluent DIY-er audience that was the target for both brands, marketers for Home Depot and Martha Stewart Living Collection organized a live DIY workshop sponsored by Home Depot and hosted by Martha Stewart herself. The live stream reached millions, and the campaign led to a large boost in web traffic and awareness for both brands.
In short, if you’re looking to stand out with your marketing efforts around the holidays, getting creative and strategic with a live event is a great way to do it!