How to communicate for the holidays and special events

While the pandemic made the Romanian consumer more cautious of his expenditure and sensitive towards price and promotions, we saw in 2021 a gradual return of the consumption level, as easing mobility restrictions led to an increase in Romanians’ appetite for travel and shopping. The Romanian consumer pays more attention to quality, prefers local products, and is prepared to shift to online shopping, shows a study launched in 2020 by EY Romania, “Behaviour of the Romanian Consumer in the context of COVID-19”. 

Speaking of the Holiday season, we see a consumer who plans his purchases. According to a study conducted by iSense Solutions in 2021, almost half of Romanians in urban areas started buying Christmas gifts four weeks before the holidays. Moreover, Romanians are still cautious, and 66% will spend their holidays only with their close family members, shows the same study.

While the pandemic made the Romanian consumer more cautious of his expenditure and sensitive towards price and promotions, we saw in 2021 a gradual return of the consumption level, as easing mobility restrictions led to an increase in Romanians’ appetite for travel and shopping. The Romanian consumer pays more attention to quality, prefers local products, and is prepared to shift to online shopping, shows a study launched in 2020 by EY Romania, “Behaviour of the Romanian Consumer in the context of COVID-19”. 

We keep track of the latest consumer trends and changes in consumption behavior through market studies and social media analysis. To remain relevant in their communication, brands need to keep up with their target needs and preferences to present personalized products and services. In other words, a seamless consumer journey on all platforms, online or offline. We try to anticipate solutions based on current changes

Technology was a key factor for development during the pandemic. Shifting to online platforms allowed brands to remain top-of-mind and continue to gain revenue in this difficult context. Social media, on the other hand, allowed the acceleration of another trend: social commerce.

At the intersection of e-commerce and social media, we find an asset that fully supports the brands’ omnichannel commerce strategies. Social commerce has proven itself to be more than a passing habit, and now we know that the future of e-commerce is one where we find social commerce at its groundwork. As more young adults declare that their main source of inspiration for shopping is social media, social commerce is here to stay.

One of the most important things brands should consider when developing a new communication campaign is the consumers’ concerns to avoid deaf-tone communication.

Paying attention to conversations in social media can be an effective way to know what your target wants to hear from you. Another important aspect that we also recommend to our clients is not being afraid of innovation.

Keeping your brand open to new can also come with various opportunities and allows it to re-invent itself to remain relevant. We understand the changes that are happening in the field and we come up with communication solutions for the brands on the market.

Each year looks different, especially in today’s context where things change in a rush. Consumer attitudes, behaviors, and expectations have changed during the pandemic. Competition became stronger and new challenges emerged for brands, but the true power that creativity can have on business performance will be as important as ever.

Creativity is the key to success. The communication process must be continuously adapted throughout the brand’s life cycle.

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