Okay You’ve identified the events and opportunities you’re going to focus on, and planted them firmly into your marketing calendar. You’ve also determined your budgets, audiences, and the KPIs you need to hit to make these campaigns a success. You’ve got the tech and paid media teams gearing up in Santa’s workshop. The next critical step in launching successful holiday campaigns (or any campaigns, really) is what our creative team considers this the fun part Actually writing copy, and designing marketing creatives! Fundamentally, your messaging strategy depends on a deep understanding of the different states of awareness of your buyers.
The buying process is a journey… And not every buyer is going to be at the same stage of that journey.
Some customers are just browsing the web, not even aware that they have a need when they stumble across your ads. On the flip side, other segments of your audience will know they have a need, and may also know that you offer a solution that fills that need. Maybe they’ve even been to your website and snooped around a little! For this reason, it’s important to create different messaging that accounts for different buyer states. Without this, you’ll never be able to meet your audience where they are in the buying journey.

The Four Stages Of Buyer Awareness

1. Unaware

These are prospects who don’t even know they have a problem yet, or that you offer a new, cheaper, better, or more innovative solution. An example of this buyer state might be someone who doesn’t understand that drinking tap water is bad for them, due to the fact that most tap water contains chemicals and contaminants might potentially be poisoning their bodies. Shocking discoveries, right? There’s a certain amount of education required here, and these buyers are ripe for initial messaging that revolves around the pain-points and your solutions.

2. Problem Aware

This segment of your audience consists of prospects who know they have a problem, they just haven’t started researching solutions yet. For example:
  • A prospect might strongly feel they’re paying too much for cable television.
  • Or perhaps a prospect has lower back pain.

3. Solution Aware

These are prospects who know they have a problem, and have started looking into ways to solve it. To further our examples:
  • The unaware water-drinker mentioned above is now worried about drinking tap water, and has started researching water filtration systems, and also home-water delivery services.
  • The prospect from above who feels like they’re paying too much for cable television, has started looking at other cable companies and streaming options.
  • The above prospect who has lower back pain has started looking into chiropractors, or buying a new office chair, or joining the gym to lose some weight. Maybe all three!

4. Brand Aware

This segment of your audience is not only aware that they have a problem or need, but is also aware of the solutions available to them. Even more, they’ve done some looking around and narrowed down their options to certain brands.
  • Our thirsty water-drinker has decided water-filtration systems are too expensive, and is deciding between two different water delivery services.
  • Our penny-pinching cable subscriber has decided to cut the cord entirely, and is choosing between Hulu, Netflix, and SlingTV.
  • The prospect with lower back pain is reading reviews for different office chairs online, and is extremely interested in buying a Peloton stationary bike.
Once you identify your buyer states, it becomes really easy to start to determine where different messaging might fit into your funnels. At that point, it’s simply a matter of touching on the right emotions and sales triggers. For ecommerce brands, messaging might emphasize the giving spirit of the season, or highlight how nice and easy it is to shop online and avoid potentially crowded stores. Ads might include coupon codes. Retargeting campaigns might focus on guaranteed in-stock or limited inventory/countdown messaging. Consumer Services might focus on unique holiday-specific services, or year-end deals and offers for last-minute shoppers. B2B clients might focus messaging on year-end deals and promotions extended beyond the holiday season. Download the complete guide, continue on to “7 Delightful Holiday Campaign Ideas,” or browse through the chapters:


The AIMCLEAR Guide to Holiday Promotions Cover of The AIMCLEAR Guide to Holiday Creative