January kicked off with challenges like Veganuary and Dry January, followed by other major events; Valentine’s Day, St. Patrick’s Day, Easter, Back-to-School, Halloween, and Christmas. Events tend to be present for a very short period of time; some lasting a day and others up to a month. From one event to the next, retailers have to work quickly to build up a campaign, attract the customer and gain momentum for the advertised product(s), and provide high rates of return on investment (ROI) for brands to know that the marketing strategy has been successful.

The New Year is a time of resolutions. A healthier and fitter person is among the most desired changes to make this year, continuing annual New Year trends. While alcohol sales plummet with the arrival of Dry January and meat consumption is reduced with Veganuary, retailers like Morrisons.com use this to their advantage by targeting consumers with campaigns centred around these events and consumer changes. Event campaigns can be more effective in comparison to regular campaigns, as consumers are already excited to celebrate the special occasion.

There is usually a spike in customer traffic the week before a large event occurs as people prepare to celebrate. Retailers can make it easier for people to shop by creating designated spaces and showcasing products commonly purchased for the event; this is something that can easily be done online. By having an area that displays products associated with an event, shoppers do not have to spend too much time browsing for the perfect item to purchase; they can easily add event-related items to their trolley. In the e-commerce world, retailers make it easy for shoppers by creating event pages that they feature on their homepage.

It is important for retailers to include brands who offer products that are suitable for the event campaign. This process works hand-in-hand with brands, since they tend to release event-related New Product Developments (NPDs) or are already aware of which SKUs they would like to promote. Brands want to participate in event campaigns; they are aware that these campaigns generate an influx in sales. This can be seen when looking at the numbers from this year’s Veganuary.

The experience of in-store shopping gives the consumer a direct exposure with on-the-shelf media, but this does not mean that online marketing efforts are less effective. In fact, Morrisons.com has come up with optimum, cost-effective solutions to target the possible downsides of current shopping situations and converting it in a successful strategy.

Retailers have the responsibility of organising the events they want to promote, but recently they have also had to prepare for the possibility of event cancellation. COVID-19 has made it difficult for brands and retailers to decide if they should implement event campaigns for large sporting events like the Olympics, which has already been postponed a year.

An important advantage to digital media is that changes can be implemented almost instantly. If an event is postponed or cancelled, or details need to be changed, the digital image that is displayed on Morrisons.com can be amended and easily replaced within a short period of time. The digital flexibility provides a sense of comfort for brands, especially during times when some events remain uncertain.

Morrisons.com generates exposure for their events campaigns through blog posts that display featured and seasonal products, which are published in accordance to events and holidays. They also offer recipes on their website, making the decision process easier for shoppers. Their recipes have a link to purchase every item to make the dish, easing the pressure on consumers who might be unsure about how to make certain meals, like vegan recipes for Veganuary. These recipes are helpful for anyone who may need some cooking inspiration, or those taking on a challenge to change their dietary habits.

With lockdowns generating a huge impact on delivery slots, Morrisons.com also offers Food Boxes that can be delivered to a customer’s doorstep the day after an order has been placed. They have Everyday Boxes full of essential items, but Morrisons also offers Occasions Boxes. From Afternoon Tea boxes, Whiskey Cocktail boxes, to Valentine’s Day boxes, Morrisons ensures that special events can still be celebrated at home.

Does your brand want to be featured in an events campaign on Morrisons.com? Please Request a Proposal or email hello@MorrisonsMedia.com for more information.