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The first quarter often brings a natural slowdown as many consumers tighten their budgets due to holiday spending. This decline could possibly be a challenge, especially for shopping malls, beauty brands and service firms that depend on continued engagement to maintain growth.
However, with a well-thought-out PR strategy, brands can avoid the post-holiday downturn and create buzz that may keep customers coming back. Here’s how a proactive Q1 approach – with real-world examples – may help brands attract customers, build brand loyalty, and set the tone for a successful 12 months.
1. Create a content calendar for the first quarter and focus on values-based content
Starting with a comprehensive content calendar allows brands to plan invaluable, engaging content that meets audience needs after the holidays. This time of 12 months is when people are looking for a fresh start, personal care suggestions and values-based solutions, making it the best time for brands to create content that aligns with these goals.
Example: : For a beauty or skincare brand, focusing on content related to New Year’s skincare routines, winter skincare suggestions, or easy self-care hacks can make your brand a top source of data. By partnering with influencers who share their skincare routines, you may tap into the New Year’s mindset for wellness and self-care. These partnerships might be established early to be certain that your brand message reaches consumers when they are ready to refresh their habits.
2. Launch a New Year’s campaign that inspires and engages
As January rolls around, people often focus on resolutions and goals. Creating a New Year’s-themed campaign that focuses on fresh starts can resonate well with your audience and align your brand with this mindset. The message may focus on renewal, change or self-improvement, depending on what is necessary to your brand.
Example: : In the case of a shopping center, keep in mind that after the holidays, consumers tend to hold their wallets tighter. By partnering with local organizations comparable to wellness centers or craft fairs, you may create themed events that add experiential value and encourage foot traffic. For example, a shopping mall could organize a “New Year’s Wellness Weekend” including workshops on fitness, nutrition or rest. Collaborating with local experts and offering incentives comparable to discounts on wellness products attracts visitors by connecting with their New Year’s goals without pressuring them to make larger purchases.
3. Provide leadership positions for industry authorities
The starting of the 12 months is the perfect time to position brand leaders as industry experts through thought leadership. Many publications are looking for fresh perspectives, trend forecasts and advice on how to start the 12 months off right. By presenting insights or unique perspectives, brands can build credibility and engage readers who are looking for guidance and inspiration.
Example: : For a wellness brand, sharing predictions about upcoming health and wellness trends or suggestions on starting latest habits can land you leadership positions in industry publications, industry blogs, and even local newspapers. By positioning your brand as an asset, you build trust while increasing visibility. For service brands, creating “New Year, New Insights” articles with practical suggestions for consumers – whether or not they are related to beauty, fitness, funds or productivity – also attracts a lot of attention from each media and audiences.
4. Leverage influencers to build momentum through authentic engagement
In the first quarter, influencers might be a invaluable asset for brands looking to maintain visibility and engagement. While larger influencers may focus on holiday content, micro-influencers tend to actively engage in the latest 12 months, which makes them great partners for your January campaign.
Example: : For a skincare or wellness brand, partnering with influencers to promote a “New Year, New Routine” campaign can encourage followers to start the 12 months with an emphasis on self-care. Sharing product routines, personal skincare suggestions, and easy self-care ideas can create real engagement and interest in your brand. Influencers with smaller but highly engaged followers often bring more authenticity, making their recommendations more impactful in terms of trust and conversions.
5. Re-engage your audience with social media and user-generated content (UGC) suggestions
Social media provides a powerful platform for brands to keep their audiences engaged without having to sell hard. By focusing on invaluable suggestions, actionable insights and user-generated content (UGC), brands can maintain a consistent presence that is less promotional and more community-focused.
Example: : For brands in any industry, offering suggestions and tricks that are relevant to customers’ lives – like self-care suggestions for skincare brands or home organizing ideas for lifestyle brands – shows that your brand is a trusted source of recommendation. Including UGC content might be particularly effective; for example, showing how real customers incorporate your products into their lives fosters a sense of community and loyalty. These forms of posts build trust with latest customers and deepen relationships with existing ones.
6. Use area of interest and local media to maintain visibility
National media often slows down after the holidays, but area of interest and local media remain lively, making them invaluable assets for brands looking to maintain visibility. Local coverage also helps build community connections, which might be especially helpful during the quieter months of the first quarter.
Example: : For a retail client, highlighting a New Year’s Eve event to local media or partnering with a local influencer on a regional campaign can increase traffic without over-taxing the budget. For beauty brands, targeting area of interest publications like wellness blogs or local magazines with “new year, new you” messages may help keep your brand visible to an engaged, interested audience.
Although the first quarter could also be a slower period, the right PR strategy may help brands overcome the post-holiday crisis and maintain good momentum. By leveraging strategic partnerships, refreshing successful content, and focusing on values-based storytelling, firms can increase engagement and set the tone for a productive 12 months. With a thoughtful, proactive PR plan, you will not only maintain visibility, but you will also build meaningful relationships with your audience, creating a foundation for year-round success.