Embracing Halloween to Engage Your Audience

September 21, 2017 Kathy Bryan
Last year, an estimated $7-8 billion was spent as approximately 171 million Americans celebrated Halloween. The average spend per person was in the $75-80 range, with 94% of consumers purchasing candy and 34% buying greeting cards.
Although fewer kids are trick-or-treating (the safer “trunk-or-treating” has become more popular), Halloween has grown in scale over the past few decades. Adults are increasingly dressing up themselves and their dogs. And millennials have become the top spenders on Halloween costumes and the most frequent attendees of Halloween parties.

Halloween Represents an Opportunity to Engage

Top brands engage their audiences by honing in on topics relevant to their consumers and prospective consumers. To do this, marketers must be aware of both the major moments (ex. Halloween) and the micro-moments likely to drive their audience’s behavior (ex. “I just realized I have a Halloween party tomorrow night, and I have nothing to wear!”).

What’s a Micro-Moment and Why Do They Matter?

According to Google, “Micro-moments occur when people reflexively turn to a device – increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something or buy something. They are intent-rich moments when decisions are made and preferences shaped.”
To capitalize on micro-moments, brands must predict the what, why and how of engagement. Marketers need to anticipate upcoming events, trends, fads and crazes. Brand messaging must relate to these moments, and the content must be there ― when and where consumers are searching for it. 
Although Halloween is no longer just for kids, it still revolves around pleasure. Halloween is an excuse to binge on candy, dress provocatively and scare ourselves silly. Throughout the Halloween season, marketers should look to connect the core values of Halloween to their brands and position their messages to appear as consumers are thinking about holiday celebrations. Those who get it right are likely to achieve greater engagement and message retention with their audiences.

Do you want help building, engaging or re-engaging your audience so you can beat the competition? 

Reach out to the team at DMS today, and we’ll put our heads together to help you win this Halloween. #VisualizeYourVictory


About the Author

Kathy Bryan

Kathy Bryan is the Chief Marketing Officer at Digital Media Solutions (DMS). In this role, Kathy is responsible for all aspects of marketing and communications for DMS, the leading global martech company leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers.

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