Hauntingly Unforgettable Marketing: How Brands Utilize Halloween Tricks to Treat their Businesses
BY DEA PANCE
As the jack-o’-lanterns alight with their eerie glows and delicate cobwebs are artfully strung up, brands hurry to curate their marketing in accordance with the spooky season festivities. The onset of fall comes with a wave of opportunities for businesses to expand their audiences by adding a touch of Halloween spirit.
Social Media
Transforming the online presence of a business seasonally can create a memorable and immersive experience for patrons. From the cover of an Instagram highlight to the cohesiveness of a feed, the look of a social media profile greatly influences the consumer intake of a brand.
Award-winning luxury beauty brand Glossier, founded by Emily Weiss, adapts its storefront and social media to match each yearly festivity, including Halloween.
The brand’s photos during this time display more muted, neutral colors, a subtle yet intentional trick to help associate their business with fall. Such an association helps engage customers in the brand’s fall discounts, another hidden tactic to boost consumption by attributing deals to the Halloween season.
Glossier fall photo feed. Instagram @glossier
Limited-Time Offers
As such, seasonal discounts and opportunities boost brand attention by adding a sense of urgency to customers' purchase decisions. When companies create and advertise deals through a themed social media presence, customers are more likely to commit themselves to purchasing a product.
For example, billion-dollar company Eventbrite, an event management service run by Julia Hartz, releases annual fall coupon codes, allowing customers to buy tickets for a reduced price to local Halloween affairs.
Curated Content
Perhaps the most successful products are those that are curated specially for the fall period. These products attract patrons looking for seasonally exclusive experiences.
High-end clothing brand Rent the Runway, a fashion rental service founded by Jennifer Hyman and Jennifer Fleiss, specializes in creating couture for fall. On their website, a convenient tab located in the upper left-hand corner brings the customer directly to “The Fall Trend Edit,” “Fall Essentials”, and “Season’s Best Dresses,” compiling their most popular new products into a gallery of goldens, reds, and layered ensembles.
Rent the Runway fall-style exclusive guide. Rent the Runway
For entrepreneurs, Halloween extends beyond merely purchasing a costume; it represents an opportunity for businesses to forge distinctive connections with their audience. By seamlessly infusing the Halloween spirit into their marketing endeavors, businesses not only entertain customers but also treat themselves to heightened engagement and increased sales.
