Marketing blog ‘Marketing Matters’ says advent calendars are a unique opportunity for brands to engage with their consumers through new and old mediums: “As long as you’re providing something of genuine use (whether it’s a product or service), there is a high likelihood of consumers wanting to engage with your brand, and continue doing so well beyond the festive season.”
The blog highlighted the rise of physical advent calendars filled with sample-sized beauty products. Only one example of these, from French skincare company L’Occitane en Prevence, seems to be available in New Zealand, but the trend is strong overseas.
Marketing Matters says beauty advent calendars hit the spot for consumers because they’re easy gifts for picky consumers, and double as a promotional opportunity for the brand.
Closer to home, Toyco, an independent toy store in Auckland, is running an advent calender sale online throughout December. Each day, it reveals a new toy or game to be given away to those who “like” the relevant posts on social media. Ecommerce firm Mighty Ape has a similar approach, placing each shopper who purchases an item from the site into a daily prize draw for high-value items.
Handbag-maker Deadly Ponies is running Christmas giveaways with a twist. In the #xmaskarma campaign, members of the public are asked to tag somebody who deserves a handbag in the relevant post on social media. The person whose name is selected wins a handbag for their nominee, and also goes into a draw to win all 12 handbags from the campaign. The overall winner will be drawn on December 16.
#XMASKARMA IS BACK! Day 1: Lady Wallet- the perfect little bag for the festive season! To enter: Tag the person you think deserves some Xmas love. If you win, they get the prize but you go in the draw to win all 12 prizes! Daily winners will be selected at random from all entries made by midnight NZT and announced the following day. The ultimate winner will be chosen at random from all eligible entrants in the 16th December. What goes around comes around… #xmaskarma #deadlyponies
For the fifth year running Absolutely Positively Wellington has put together a city-wide calendar of 24 goodies to be dished out in the days leading up to Christmas. The calendar itself is an interactive visualisation which lets shoppers explore a highly detailed Wellington landscape, opening advent-style doors to access deals and discounts.
Absolutely Positively Wellington says the calendar has been highly successful in the past, saying redemptions for The Little Waffle Shop’s two-for-one waffle deal accounted for 25 percent of the shop’s total sales over the 2014 pre-Christmas period. Ruby Boutique offered $50 off a total spend of $250 and still racked up 36 redemptions.