From heartwarming stories to flashy discounts, holiday ads and commercials are everywhere—on TV, across the web, in the news, on billboards, even on your social media feeds.
But the holiday season is not just for consumer brands.
It’s prime time for all organizations to connect with clients, strengthen relationships and boost their year-end sales, partnerships and memberships.
Kelsey Tweedly, Vice President of Business Integration at CMA, says that by adopting key strategies from B2C playbooks, organizations across all industries can create festive campaigns that leave an impression.
Why the Holidays Are Ideal for Engagement
“The holidays are such a unique time of year,” Tweedly says. “People are in a giving and positive mood, making them more likely to explore new opportunities, whether it’s a new product, service or partnership.”
It’s a time when organizations seek fresh ideas for the new year. “This is your chance to stand out and stay top of mind,” Tweedly adds.
That’s why she emphasizes the importance of presenting your organization in a different light during the holidays.
“It’s an opportunity to showcase your messaging in a more creative and personal way, which can leave a lasting impression,” she says.
Effective Holiday Marketing Strategies for Any Business
Some of the most effective holiday marketing tactics for capturing attention, building emotional connections and driving urgency include:
- End-of-Year Deals or Service Bundles 🎁
Offering limited-time discounts or packages encourages customers, clients and members to utilize their remaining budget dollars before the year ends. “A special service bundle or adding value through an extra service at a discounted rate can prompt action quickly,” says Tweedly. “Unused funds at the end of the year can prompt a sense of urgency, which makes an exclusive offer a powerful motivator.”
- Client and Partner Appreciation Events 📅
Networking dinners or holiday-themed gatherings are excellent ways to build loyalty. “Hosting an appreciation event shows your clients that you value their relationship beyond business transactions,” Tweedly says. “It builds stronger personal connections, boosts client loyalty and enhances your organization’s positive brand image. It’s also a great way to showcase your team beyond the computer screen.”
- Personalized Holiday Emails 📧
Tailored email campaigns with heartfelt messages can deepen emotional connections with clients. “A personalized approach during the holidays can create an emotional connection and nurture relationships in a meaningful way,” Tweedly notes. “It’s a chance to show clients they matter to your business.”
Social Media: A Festive Playground
Seasonal holidays are perfect for showcasing creativity on social media.
“Interactive content like videos, GIFs or even launching a new TikTok series can connect with your audience in a fun and authentic way,” Tweedly says. “It’s a great time to experiment and let your brand’s personality shine through.”
Tweedly also recommends focusing on content that showcases your team and your relationships.
“Customer, membership and client appreciation posts, year-in-review highlights—even a simple ‘thank you’ message can resonate deeply during this time of year,” she says.
Keep It Authentic
While holiday marketing offers many opportunities, authenticity is key to avoiding overly promotional messaging.
“Focus on gratitude and appreciation,” Tweedly advises. “Incorporating a charity component can show your organization’s cultural side and your commitment to giving back. When you highlight relationships over sales, the business outcomes will follow naturally.”
Holiday Campaigns in Action
CMA’s holiday card is an example of impactful holiday marketing.
The card is crafted in-house and sent to clients, prospects, and friends. This tradition, which started over 30 years ago as a print card with staff in festive, or themed attire and fun backdrops, has evolved into a dynamic digital experience, featuring a postcard with a QR code that directs recipients to an interactive landing page and video.
“Our holiday card has evolved into a fun and lively reflection of our team and holiday messaging,” Tweedly says. “It keeps CMA top of mind with a tech-savvy approach as we head into the new year.”
The Role of Holiday-Themed Content
From blog posts to videos and newsletters, holiday-themed content can boost visibility and trust.
“Timely, relevant resources tied to the holiday season highlight your services and your organization’s personality and culture,” Tweedly says. “It’s another opportunity to share your corporate social responsibility initiatives, which can build trust and deepen engagement.”
Takeaways for Any Business or Organization
“The holidays are about making meaningful connections,” Tweedly says. “Organizations can create campaigns that resonate with their clients by focusing on authenticity, appreciation and creativity.”
She adds: “It’s not just about standing out—it’s about building relationships that last long into the new year.”
With the right holiday marketing tactics, businesses can strengthen relationships and set the stage for a successful year. Let’s chat and create magic together.