Create a marketing campaign for the American market

The holiday season is crucial for increasing sales in the United States, but effective communication is needed

With estimated sales figures ranging from 957 to 966 billion dollars for the 2023 holidays, Americans make the most purchases between November 1st and December 31st.

It is therefore critical for companies to be visible to consumers by building omnichannel communication campaigns that can convert leads into customers.

What trends should you pay attention to for effective communication in the United States?

Competing with thousands of brands online and capturing consumers' attention is increasingly challenging, but by leveraging emotions and focusing on values important to your target audience, you can truly engage Americans, turning them into loyal customers.

Here are some areas to focus on:

• Social commerce: most consumers turn to the web for exclusive promotions and the ability to quickly compare the offerings of different competitors. Therefore, creating attractive content such as blog articles, videos, and photos on social platforms, sharing reviews from other customers, and developing strategies to make them feel valued are all actions that contribute to driving traffic to the e-commerce site, increasing the chances of boosting sales and conversions.
• Generation Alpha: this term refers to all those born after 2010, and since the holiday season is the most loved by children, it's important for companies to direct their communication to this age group, addressing their needs and desires.
• Focus on emotions: campaigns that reflect the mood of consumers are more successful because creating an emotional connection can spark more enduring and profound interest. An example is Etsy, which created a series of ads using the Mission: Impossible theme song, showing various people searching for the perfect gift.
• Attention to prices: with rising inflation, Americans are more mindful of their spending, seeking the best quality for every dollar spent. Companies need to understand consumers' financial situations and emphasize the value proposition, offering competitive promotions and advantageous prices.
• Guerrilla Marketing: companies selling in the United States can launch original campaigns to capture consumer attention, as Bath & Body Works did by installing a giant candle in the middle of Herald Square in New York, inviting customers to stop and enjoy the beauty of everyday life.

Some additional tips for a successful campaign in the USA

One of the main mistakes companies make when planning a holiday marketing strategy is waiting too long. In 2023, 61% of consumers say they started thinking about holiday shopping as early as August. Planning and executing a communication campaign takes time, and starting early allows the company to perfect the message and ensure everything is ready for launch.

Furthermore, as with all other communication campaigns, it's important to track, measure, and adjust the message and the means of communicating it based on the results obtained. The intense competition during the holidays makes it necessary to test the different aspects of the campaign to identify what works best for the target audience.