Remember that frantic pre-Christmas rush last year? The overflowing inbox, the endless to-do lists, and the sheer exhaustion that hit you the moment the clock struck midnight on December 25th? I know I do. But amidst the chaos, I also remember something else: the quiet moments, the stolen glances at family, and the genuine connections made over a shared cup of eggnog. This isn’t just a sentimental story; it’s a crucial lesson in customer engagement. This holiday season, let’s leverage those quiet moments – those periods of “downtime” – to build stronger relationships with our customers and boost our brand awareness. Let’s talk about holiday downtime engagement.
What is Holiday Downtime Engagement?
Holiday downtime engagement isn’t about bombarding your customers with last-minute deals (although those have their place!). It’s about connecting with them on a more human level, recognising that the holiday season is a time of reflection, relaxation, and connection for many. Consumer behaviour and media consumption shifts dramatically. People are less likely to be glued to their screens frantically researching travel deals and more likely to be sharing festive moments with loved ones. This shift presents a unique opportunity: the chance to engage with your audience on a deeper, more meaningful level. It’s about showing your brand’s personality, sharing some cheer, and establishing yourselves as more than just a business; you become a part of their holiday experience.
So, what does holiday downtime engagement actually look like? It’s about moving beyond the typical transactional interactions. Instead of focusing solely on promotions and sales, we shift our focus to value-added content, fostering emotional connections, and strengthening brand loyalty. Think of it as strengthening the foundations of your customer relationships, rather than just building the walls.
We can categorise downtime engagement strategies into several key areas:
- Sharing Holiday-Themed Content: Think beyond the standard “Happy Holidays!” post. Craft visually appealing content relevant to the season. A blog post on cozy winter getaways, a video showcasing behind-the-scenes holiday preparations at your hotel, or a series of Instagram stories featuring heartwarming customer testimonials all contribute to a festive atmosphere without being overtly sales-driven.
- Running Contests and Giveaways: A well-structured contest or giveaway can be a fantastic way to generate excitement and increase engagement. Ensure the prize is relevant to your brand and target audience and promote it across your chosen platforms.
- Hosting Online Events: Consider a virtual holiday tour of your hotel or destination, a festive Q&A session with your staff, or even a live cooking demonstration showcasing regional holiday recipes. These interactive experiences build community and create lasting memories.
- Offering Valuable Resources: Provide your audience with helpful resources, such as downloadable holiday checklists for planning a trip, holiday-themed recipes featuring local ingredients, or a curated list of local holiday events. These additions show you’re invested in their well-being beyond your usual offerings. For even more ideas on generating valuable content, check out our post on How To Create A Years Worth Of Tourism Content In 3 Minutes.
- Demonstrating Corporate Social Responsibility (CSR): The holidays are an ideal time to highlight your brand’s commitment to social responsibility. Sharing updates on your sustainable practices, charitable donations, or community involvement fosters positive brand associations and strengthens customer loyalty.
Let’s look at some real-world examples. Last year, a small boutique hotel in Vermont shared daily stories on Instagram showcasing their decorated lobby, festive staff moments, and stunning winter landscapes. This approach generated significant organic engagement, positioning their brand as a cozy and welcoming getaway. Another example was a national park service that launched a virtual “holiday scavenger hunt” across their social media channels, promoting their winter trails without directly pushing for ticket sales. The results? A massive spike in online engagement and a notable increase in website traffic.
Why is Holiday Downtime Engagement Important?
The power of downtime engagement lies in its ability to build genuine connections and nurture long-term relationships. It’s not about immediate sales; it’s about fostering brand loyalty and building positive associations with your brand. Think of it as planting seeds now that will blossom into increased revenue down the line.
- Building Brand Loyalty and Positive Associations: Positive interactions during downtime foster a sense of goodwill and build positive associations with your brand. This helps create a powerful connection between your company and the positive emotions associated with the holiday season.
- Strengthening Customer Relationships: Downtime engagement allows you to move beyond transactional relationships. It helps build a sense of community and connection, fostering deeper relationships with customers that extend beyond a simple purchase.
- Increasing Brand Awareness and Visibility: Strategic engagement during the holiday season extends your reach and increases brand visibility. Customers are more receptive to non-promotional content during this period. Authentic interactions are more likely to be shared organically, expanding your reach without significant paid advertising.
- Generating Organic Reach: Authentic and engaging content is more likely to be shared organically during the holiday period. Customers are more likely to share content that resonates with them emotionally, leading to wider exposure for your brand.
This isn’t just anecdotal. Studies show that customers who feel a strong emotional connection with a brand are more likely to remain loyal, spend more money, and recommend the brand to others. One study revealed that emotionally connected customers have a 306% higher lifetime value than those who are simply satisfied. This isn’t about creating a superficial connection; it’s about creating authenticity and meaningful interactions. To learn more about building lasting customer relationships, check out our article on Creating Memorable Customer Experiences in the Hospitality Industry.
How to Implement Holiday Downtime Engagement Strategies:
Now that we understand the why, let’s discuss the how. Here’s a practical, step-by-step guide to implementing effective holiday downtime engagement strategies:
- Content Strategy for Downtime: Your content should be valuable, engaging, and non-promotional. Focus on storytelling, sharing behind-the-scenes glimpses, and highlighting your brand’s personality. Experiment with different formats – videos are highly engaging during the holiday season, blog posts offering valuable travel tips, and social media posts showcasing stunning winter scenery.
- Choosing the Right Channels: Your audience’s holiday behavior should dictate your channel selection. If your audience is on Instagram, focus on visually appealing content. If they prefer Facebook, opt for longer-form posts and interactive features. Analyse your existing data to identify where your customers spend their time online during the holidays.
- Crafting Authentic and Relatable Messages: Your messaging should resonate with the spirit of the holidays. Highlight shared values, emphasize community, and create a feeling of warmth and connection. Avoid anything that feels overly commercial or pushy.
- Running Contests and Giveaways: Design your contest or giveaway to be engaging and relevant to your brand. Ensure the prize aligns with your target audience’s interests and encourages sharing. A photo contest featuring holiday-themed travel photos, for instance, could boost engagement across your channels.
- Hosting Online Events: Virtual tours or Q&As are fantastic ways to engage your audience remotely. Ensure your event is well-promoted and offers real value to attendees. Live cooking demonstrations or virtual tours are both great options, especially if coupled with relevant hashtags.
- Demonstrating Corporate Social Responsibility (CSR): Highlight your company’s CSR initiatives during the holidays. This demonstrates your commitment to making a positive impact and strengthens customer loyalty. Sharing stories of your contributions to local charities or environmental protection initiatives is a powerful way to create a stronger brand image.
- Tracking and Analysing Results: Monitor your campaign performance closely. Track key metrics such as engagement rates, website traffic, social media mentions, and brand mentions. Use this data to optimise your strategy for future holiday seasons and ensure you’re generating a strong return on your efforts. Google Analytics, social media dashboards, and your CRM are your friends here.
This holiday season, let’s shift from frantic pre-Christmas marketing to thoughtful engagement that builds lasting relationships. It’s a marathon, not a sprint. By focusing on creating genuine connections with our customers during their downtime, we can build stronger brand loyalty, increase awareness, and lay the groundwork for a successful new year. Contact Scott Aussie today to learn how we can help you implement these strategies for your business!
