The Philippines has a unique tradition: the BER months (September, October, November, and December) mark the unofficial start of Christmas. While some might find this early, for Filipinos, it’s a cherished cultural phenomenon that triggers a marketing frenzy. Let’s explore this festive period and its impact on brands.
Imagine the clock striking twelve on August 31st. A hush falls, then a familiar voice – Jose Mari Chan – breaks the silence, heralding the arrival of Christmas classics. Alongside him, perhaps, Mariah Carey’s iconic “It’s time!” echoes. These cues signal the emergence of the BER months, a time for festive tunes, twinkling lights, and, of course, the inevitable shopping sprees.
Behind the Scenes: Marketing Magic
But what happens behind the scenes during these festive months? Malls, restaurants, and shops transform into bustling hubs. Shoppers flock to take advantage of sales and promotions, all vying for a successful holiday season. This extended Christmas season amplifies consumerism, making the BER months a crucial time for marketers.
The Art of Standing Out
Effective marketing during the BER months goes beyond slapping on a “SALE” sign. Businesses need well-planned strategies that consider consumer behavior, competitor tactics, and market trends. The digital age, especially with the “new normal” post-pandemic, demands leveraging social media, content marketing, and email campaigns.
Emotional Connection is Key
The most impactful campaigns weave stories around Christmas themes: family, togetherness, and the heartwarming spirit of the season. Evoking strong emotions is key. Big brands often center their narratives on families and gatherings, creating a sense of nostalgia and warmth during the longer nights and shorter days.
The Philippines’ love for Christmas creates a unique marketing opportunity. By understanding the cultural significance of the BER months and creating compelling, emotionally resonant content, brands can connect with Filipino audiences and unlock their marketing potential.
Let us help your brand resonate with Filipinos throughout the year, BER months and beyond. Contact us today at info@arsenacontent.com to get started on your brand’s next campaign!