Per una web agency il periodo di Natale rappresenta una grande occasione e, per riuscire ad organizzare il tutto, è necessario prepararsi in anticipo con programmazioni a lungo termine e tanto lavoro.
È ormai Dicembre e tutti in questo periodo hanno in mente un solo pensiero: Natale. Anche quest’anno molti attendono la “festa per eccellenza” per godersi le luci, i cenoni e i regali in compagnia di amici e parenti…e poi ci sono quelli come noi che non vedono l’ora che tutto questo finisca per tirare un po’ il fiato! Chi lavora in una web agency infatti vive il periodo delle feste come uno dei più carichi di lavoro, lavoro che comincia molto prima di quanto la maggior parte delle persone non pensi.
Prepararsi per tempo
Partiamo dalle basi: in una web agency si comincia a parlare di Natale già ad inizio Ottobre. Per quanto lontano infatti possa sembrare Dicembre quando la notte delle streghe non è ancora giunta al termine, in ambito marketing la faccenda è ben diversa. Oltre al fatto che ogni campagna deve essere prima pianificata, valutata e approvata dal cliente, tutti passaggi che richiedono un certo tempo specie in caso ci siano da apportare modifiche al progetto, ci sono diversi altri fattori da considerare.
Primo fra tutti il periodo pre-natalizio: se guardiamo al calendario infatti ci sono due date di particolare interesse a livello commerciale, ovverosia il Black Friday e il Cyber Monday. Questi due giorni, con le loro offerte rappresentano una grande occasione di spesa per moltissime persone. Pianificare delle campagne Google o Facebook, programmarle in modo oculato e attivarle in tempo utile è fondamentale per ottenere un riscontro di vendite apprezzabile: questo significa che a inizio Novembre è tardi per pensare di promuovere qualcosa.
In secondo luogo è necessario tenere bene a mente la brand awareness dei vari clienti: che si parli di strategie social, compagne web o qualsiasi altro tipo di attività di marketing il punto è, prima di tutto, quello di far conoscere il brand. Nessuno infatti, nell’era web, è disposto a comprare qualcosa da qualcuno di cui non sa nulla. Questo vale soprattutto per le piccole aziende, che prima del fatidico periodo dello shopping natalizio devono riuscire a raccontarsi e far capire quale sia il loro valore aggiunto rispetto alla concorrenza affinché il consumatore le veda come una scelta valida.
Natale è solo l’inizio
Finora abbiamo parlato del Natale come si trattasse di un unicum, un periodo “speciale” dell’anno diverso da ogni altro…ma in realtà le cose non stanno proprio così. Per una web agency ogni festa rappresenta un’occasione di business: Natale è senza dubbio il caso più rappresentativo, ma lo stesso metodo di lavoro viene applicato ad ogni festa di una certa rilevanza. Vi basterà pensare ad Halloween o Pasqua e alle varie campagne a tema che avrete sicuramente visto per avere un quadro abbastanza chiaro di cosa stiamo parlando.
Ad esempio, mentre voi state leggendo queste righe, noi stiamo già studiando quali trend andranno per la maggiore a San Valentino. La festa degli innamorati è da sempre, data anche la sua natura commerciale, un’occasione perfetta per promuovere qualsiasi tipo di attività o brand anche solo lontanamente attinente. Considerando poi la tendenza degli ultimi anni a lasciare da parte quella visione dell’amore esclusivamente romantico a favore di una dimensione più universale (con tanto di festa di San Faustino a seguire per i single) le possibilità diventano potenzialmente illimitate.
Insomma per una web agency le feste rappresentano grandi occasioni da cogliere ogni anno, che richiedono però lunghi periodi di preparazione. A chi vive da fuori il nostro lavoro le varie campagne marketing che proponiamo spesso sembrano uscite fuori dal nulla, ma ognuna di esse comporta un’infinità di studi e prove, spesso con mesi di anticipo. Adesso che sapete come funziona dietro le quinte godetevi pure il Natale, ma state certi che alla prossima festa sapremo di nuovo stupirvi con le nostre idee.
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