When nearly 79 percent of the U.S. population considers itself Christian, it makes sense that the vast majority of winter holiday marketing is geared to mesh with the ideologies of its faith. Christmas, the catalyst behind the largest retail season annually, is a celebration of the birth of Jesus Christ, after all; and even the Santa Claus tradition celebrated by Christians and non-Christians alike has its roots in Christianity (St. Nicholas was the patron saint of children). But when you theme your holiday marketing efforts based exclusively on Christianity, you risk other major markets. One of those is Judaism, the adherents of which celebrate Hanukkah over eight days during winter. There are around 6 million Jews in the United States and some 14 million worldwide – a massive market by any account. Some companies have attempted to cater marketing efforts to Hanukkah celebrants by switching from “Merry Christmas” to the generic “Happy Holidays.” Few, other than those that sell Hanukkah-related products, actually launch true Hanukkah marketing campaigns. But we earn the best return when our communications are highly targeted. Why should you settle for a generic “holiday” marketing campaign, especially when today's printing prices enable you to launch simultaneous campaigns that share goals but target different customer bases? The point is, if you're going to market your products and services to such a large customer base, you should do it right and target your communications to find common ground with your customers. This simple practice offers opportunities for a far better return on investment than generic marketing. To help you fine-tune your Hanukkah marketing campaigns, I'll leave you with five Hanukkah marketing tips. 1. Do your research If you do not celebrate Hanukkah yourself, don't rely on assumptions or – even worse – stereotypes to craft your marketing message and design. At best you'll appear foolish and waste your money; at worst you'll offend potential customers and whip up a media maelstrom that threatens the livelihood of your business. Consult with experts and conduct research so you fully understand the holiday, its meaning, its celebrations and traditions, and its culture. 2. Start early Head off the competition and leave plenty of room for repetition so you can maximize your profits from Hanukkah marketing. 3. Be unique OK, so everyone's seen the menorah-faced Hanukkah cards. If you want to prove your company is unique, your Hanukkah marketing should be likewise unique. Keeping with traditional themes isn't a bad idea, but looking like everyone else is. See if you can come up with a new twist on tradition to keep things interesting. 4. Target delivery Engaging in Hanukkah marketing is all about targeting your customer base, so it won't do if you waste your marketing materials in the wrong places. Invest in a good mailing list comprised of Jewish customers. 5. Cheap premium printing The better your marketing materials look and feel, the more response they'll achieve. The cheaper they are to print, the more ROI per sale you'll make. Find the perfect balance so you can maximize profits with cheap premium printing for your Hanukkah marketing.
5 Tips for Hanukkah Marketing
December 12, 2011
January 07, 2016 03:22 am
Crazy how often this is overlooked in light of all the "War on Christmas" nonsense that comes up every year. A lot of businesses could really benefit from reaching out to the Jewish community.
Brian January 07, 2016 03:22 am
Excellent comment, and you're absolutely right! It's often easy for even "small niche" businesses to forget about niche markets, and the Jewish community represents one of the largest "niche markets" there is!
January 07, 2016 03:22 am
[...] Do Your Research If you don’t celebrate Hanukkah, do not rely on assumptions or stereotypes for your marketing messages. You could run the risk of offensive language or inappropriate holiday [...]
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