With
the approach of the Easter holiday season, retailers and religious
organizations alike have a unique opportunity to advertise their products,
services, and events that coincide and highlight the joy and fun of the Easter
season for both secular consumers and religious consumers.
For those retailers and organizations whose
customers view Easter as a secular holiday, filled with egg hunts, social
gatherings, good food, and Easter baskets filled with candy treats, advertising
campaigns geared toward emphasizing the enjoyable social traditions of Easter
offer great opportunities for engaging consumers attention and subsequent
spending. This includes retailers who rely heavily upon Easter product sales as
well as retailers who may not sell traditional Easter products but whom use the
Easter season as a launching pad for their product or promotion advertising.
Using common secular images and images for Easter
in advertising promotions and campaigns such as the Easter Bunny, Easter eggs,
egg hunts, and Easter baskets as well as choosing a light pastel color palette
that identifies with spring or Easter, will appeal to a broad base of consumers
who have fond memories of fun Easter traditions from their own childhoods.
Retailers across most industries can tap into this advertising strategy as
Easter approaches by offering Easter-themed promotions to highlight their key
products. Ideas include having a free photo with the Easter Bunny day to entice
customers with young children or having a drawing for a free Easter basket
filled with Easter candy or treats to build a customer mailing list from the
entry forms.
For retailers and organizations whose customers
view Easter as primarily a religious holiday, specifically as the culmination
of the Christian Holy Week, a different tact should be taken in advertising
Easter products or promotions. Sensitivity to the unique religious beliefs of
this customer base must be addressed and respected in advertising campaigns,
images, and promotions involving Easter. Images traditionally used in reaching
this customer base typically involve images of a risen Jesus Christ, lilies,
white doves, lambs, and the color palette should be strongly geared toward
yellows and purples; all of these images and colors are in keeping with
Christian tradition.
Retailers who seek to reach their customers who
hold a religious viewpoint of Easter may find value in advertising within
church bulletins for local Easter services. Print advertising for Easter
promotional campaigns that works best within a church bulletin is sensitive to
the particular beliefs of the Christian denomination of the church in question.
Artwork ideas for church bulletin advertising campaigns should include ideas
that resonate with the Christian belief of Easter creating a chance for a new
spiritual life such as lilies in bloom, light beaming from an empty tomb, and
the image of a risen Jesus Christ.
The onset of Easter season is an excellent
opportunity for retailers to align their advertising efforts and promotions
with both the secular and religious aspects of the Easter holiday. Creating
campaigns with which customers and clients from both viewpoints can identify
offers a maximum benefit to retailers seeking to tap into the broad cultural
resonances of Easter as a means of growing their businesses.
