The Power of Branding: Halloween Edition
The American Marketing Association defines a brand as a “name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”
Many marketing tactics can help establish a brand. For instance: creating relevant online content, keeping your social media channels fresh and ensuring your physical stores and products are always dressed to impress.
In today’s noisy world, marketing efforts carry a heavy burden with the average customer ignoring 82% of online ads, 37% of TV ads, 36% of radio ads, and 35% of newspaper ads.
So how can a company differentiate itself amid this competitive marketing scene?
It’s all about brand alignment and taking advantage of events and celebrations.
A good fright
The power of Halloween has grown exponentially over the last decade, with its commercial side becoming a worldwide staple.
But it hasn’t always been this way.
Halloween started with the Celts some 2000 years ago. Back then, the celebration marked the beginning of winter, which was also considered the start of the new year. To chase away evil spirits, the Gaels would wear costumes and dance around a fire.
Thanks to movies and popular culture, Halloween has become a phenomenon, one that constitutes an ideal opportunity for companies to harness their branding skills.
With customers already expecting spooky decorations, it is up to marketing teams to differentiate themselves from the masses.
Frightening atmosphere in our Madrid office.
Halloween decorations at our US office.
Spooky candy bar at our Spain offices.
Our store in Norway, somewhat tangled.
Our store in Chile, rocking that black and orange.
Halloween at Ria
Our marketing team has been spreading the orange wave throughout our stores since way before pumpkin season.
So, with everything already draped in Halloween colors, it was a matter of ensuring we were spreading a homogenous spirit from one corner of the world to the other.
Logos and other identifiers aside, our winning strategy is ensuring our customers’ experience is not only pleasant but unforgettable.
By entering our stores, our customers feel like they’re part of a big celebration, one that echoes from one shop to the next.
Our cashiers also get in the Halloween spirit by dressing up as they’ve done for Christmas, the World Cup and other local holidays.
As you can see, we truly live our marketing strategy, so it’s no surprise the Halloween cheer also made it to or offices.
We held costume contests and put up decorations, turning the holiday into a bonding opportunity, albeit one with too many creepy clowns.
For us, the trick is to continue prioritizing traditional venues while taking advantage of the newer, digital solutions the world of MarTech has to offer.
Gathering the funds our loved ones need can be difficult, but sending money is a celebration.
We aim to amplify that weight-lifting feeling, to the point that relief and connection become synonymous with our brand.