How to use Halloween in your marketing

Hoping for huge sales this Christmas? Then your marketing copy better be ready for Halloween.

Halloween officially marks the start of the spending season. Research by Yesmail Interactive suggests 38% of people start Christmas shopping before November. According to the Daily Mail, 24 October is the day most people start their Christmas shopping. That means many of your customers are thinking about Christmas already – and have been for some time.

Parents are one such category, with half-term holidays at the end of October giving them the opportunity to hit the shops. It’s also the time savvy shoppers start planning for huge retail days, such as Black Friday and Cyber Monday, as an opportunity to buy cut-price Christmas presents early.

But before we get ahead of ourselves, Halloween itself has a lot to offer your business when it comes to marketing. Since this holiday is becoming bigger year on year in the UK, your customers will expect to see you reacting to it. Here are some ways you can use Halloween in your business.

Get creative with Halloween marketing

Halloween provides an opportunity for you to get reacquainted with your products in a unique, distinctive and creative way. Anything which makes you look at your usual wares or services in a new light is a great way to get to know your products’ USPs inside and out and what your customers respond to.

Whether you sell DIY products, bespoke jewellery or kitchen wares, you can market your product for Halloween with just a little thought.

Don’t neglect your visuals too. Why not create a spooky banner for your homepage and email marketing, create a special Halloween page displaying all your themed products, or even set up a promotion for the holiday?

Tap into hashtags

Social media is awash with Halloween-themed stories, posts, news, ideas and more. Get in on the action proving yourself an invaluable tool to your customers.

You can do this by creating a Pinterest site with great tips and advice on costumes, home decorating and recipe ideas. Or feature polls on Twitter to get insight on what your customers are up to and which of your products they like/need/want most. You can even give your Facebook followers #HalloweenTips to get them using your products this Halloween. Some of the best Halloween hashtags are: #HalloweenMakeup #pumpkin #creepy #spooky #monster #costume #zombie #Halloween

You can also tie your Halloween marketing in with autumnal and harvest trends, which is a desirable marketing point if you’re selling things like staycations, family days out, homewares, gourmet foods, DIY and craft supplies. Popular autumn hashtags include: #home #comfort #autumn #fall #outdoors #cosy

Engage your customers

Your customers are busy people – they’re doing a lot this Halloween. Whether they’re going to adult parties, putting together a costume for their little ones, or busy defending themselves against the onslaught of trick or treaters – they know Halloween is coming and they’re all reacting to it differently.

Consider running contests or taking the time to browse through some of your followers’ profiles and see what they’re up to. Asking your community to tweet photos of their Halloween outfits and decorated homes or even asking for their quirky tips on how to deter trick or treaters is a great way to let your customers know you’re interested in them. And if you can throw in a prize too for the best submissions, you’ll endear yourself even more.

Be part of a bigger narrative

Seasonal marketing campaigns don’t have to be separate entities. In fact, your overall aim should be to create a bigger narrative through your seasonal campaigns which unite your business’ ethos.

With Halloween getting bigger every year in the UK, your Halloween campaign is actually the perfect opportunity to kickstart your Christmas campaign, as crazy as that sounds.

Use the sinister side of Halloween to create mystery and initiate a story you will continue to unravel throughout November and December advertisements, print marketing or radio jingles. Narrative works especially well through the medium of copywriting, so hire a copywriter to help you firm up the details.

If you sell toys, perhaps the most wanted children’s toy this Christmas has been stolen by angry witches. Through a gruesome retelling of the Hansel and Gretel story, the children might go in search of the toys to a haunted mansion. With a ‘To be continued’ ending, you can leave the customer in suspense.

As Christmas approaches, pick that story back up. The children are in peril, but perhaps they realise the haunted house is made out of gingerbread? They might rescue the toy and themselves by eating through the house.

All stories have light and dark to them, and most have a happy ending, meaning it’s not too difficult to weave a story through Halloween, ending at Christmas. Your customers will also enjoy the clever technique, feeling that they’re following something through to the end and feel closer to your brand as a result.

Get started on your Halloween marketing copy

It’s not too late to implement some of these Halloween marketing techniques. The easiest and fastest way is to get online and start tweeting your followers. Or if you want to be one step ahead of the holiday next year, remember to schedule a reminder to start working on your Halloween campaign around July.

If you plan in advance, you can hire a copywriter or marketing consultant to help get your campaign in perfect shape so there are no spooky surprises come October.