🧠 Who needs Q4 when you have Q5?

Welcome back to the 45th edition of Nord Media

As Q4 winds down, it might feel like time to take a breather.

But hold up—

Because Q5 is just getting started.

Wait… Q5?

Yes, the “fifth quarter.” 

A brief yet powerful period in January that smart marketers know is full of untapped potential.

Here’s why Q5 is worth your attention:

• Consumers are still in gifting mode, but now without the stress of last-minute deadlines. This means they’re browsing—and buying—more thoughtfully.

• In 2023, 55% of shoppers discovered new brands on social media during the holiday season. Q5 is prime time to capture their interest and turn them into loyal customers.

• With many brands pausing campaigns post-holidays, Meta CPMs drop significantly, allowing you to reach more people for less and drive conversions at a fraction of Q4 costs.

• 75% of shoppers who discovered brands during the holidays are engaged and eager to convert. This isn’t just browsing—it’s buying season for those who missed out or received gift cards.

And today, I’ll show you exactly how to maximize your Q5 strategy step by step.

Ready to turn January into your most profitable month yet? 

Let’s get into:

The “Why not” Mindset

During Q4, consumers are thinking about others—what to buy, how to surprise loved ones, and where to find the best gifts.

But come January, the script flips. 

Shoppers move from “What can I give?” to “Why not treat myself?”

This self-focused perspective comes from:

• Gift card redemptions: Many people received gift cards during the holidays, making January a prime time for spending.

• New Year, new goals: Shoppers are motivated to invest in products that help them achieve resolutions—whether it’s fitness, education, or upgrading their home and lifestyle.

• Post-holiday sales appeal: The desire for a good deal doesn’t disappear after Christmas; in fact, it’s stronger than ever.

To tap into this mindset, your marketing must resonate with your customers' evolving priorities. 

Here’s how to do it:

1. Speak to Their Ambitions

Position your product as a tool to help them achieve their New Year goals. 

Whether it’s health, organization, or personal growth, tailor your copy to inspire action.

Example: 

“New Year, new possibilities. Start 2025 strong with [your product]—your perfect partner for achieving [specific benefit].”

2. Highlight Personal Rewards

Encourage self-investment by framing purchases as acts of self-care or improvement.

Example: 

“Why not treat yourself? You deserve it—and we’ve made it easy with exclusive discounts.”

3. Leverage Data-Driven Offers

Combine emotionally driven messaging with practical incentives like:

• Free shipping for orders placed by a specific date.

• Buy-one-get-one deals that appeal to value-conscious shoppers.

• Limited-time discounts for New Year’s essentials or upgrades.

When you speak your customers’ language—aligning your offers with their goals and desires.

You’re becoming part of their story for the year ahead.

Omnipresence + Consistency:

The average consumer engages with seven different platforms daily, which creates endless opportunities for brands to connect. 

And with more opportunities come greater competition.

If you want to capture attention and stay top-of-mind, you need to show up the right way.

1. Start With Consistency

Your brand voice, visuals, and messaging should be instantly recognizable, no matter where your audience encounters you. 

Consistency builds familiarity, and familiarity builds trust.

Use the same logo, fonts, and colors across platforms.

Make sure your tone is adaptable but still “on brand.”

2. Personalization

Increased competition means creativity alone isn’t enough. To stand out, you need to personalize your approach.

• Deliver ads or messages tailored to their interests, behaviors, or stage in the buyer journey.

• Use tools to automatically adjust ad content based on user demographics or browsing behavior.

Example: A fitness brand could serve workout tips to Instagram users but target Facebook users with testimonials about their app’s community features.

3. Delight, Don’t Overwhelm

Omnipresence doesn’t mean shouting louder; it means engaging smarter. 

Here’s how to keep your audience captivated instead of annoyed:

• Share content that educates, entertains, or solves problems, rather than pushing constant sales.

• Avoid cross-posting the same content verbatim. Tailor each post to suit the vibe and format of the platform.

• Don’t overpost. A consistent presence is great, but an oversaturated one? Not so much.

4. Leverage Platform Strengths

Each platform excels at something specific. Build your strategy around these strengths:

• Instagram: Visually stunning content to grab attention.

• TikTok: Creative, short-form storytelling that feels authentic.

• LinkedIn: Professional thought leadership.

• Email: A personalized touchpoint for follow-ups and exclusive offers.

Planning, Execution, Retention

Pre-Festive Planning (Now - Jan 2025)

Preparation is key to making the most of the upcoming festive season.

Here’s how to get started:

Analyze 2024 Data: Dive into last year’s festive sales performance to identify:

• Top-selling products and peak sales periods.

• Marketing channels that delivered the best results.

• Customer segments that were the most engaged.
  Use these insights to focus your efforts on what works.

Plan Strategic Promotions: Build excitement with festive-themed offers tailored to the season, such as:

• Early bird discounts.

• Bundled deals and gift card options.

• Limited-edition, seasonal products.

Secure Your Inventory: Anticipate demand for top-selling items and stock up early to avoid shortages.

• Account for potential supply chain disruptions.

• Ensure all deliveries are scheduled well in advance.

Optimize Your Online Store: Make your website a frictionless shopping experience.

• Improve mobile responsiveness and test your checkout process.

• Update product descriptions with festive keywords to boost search visibility.

Prepare Marketing Campaigns: Strategically plan promotions across your key channels:

• Email campaigns and social media ads.

• Influencer partnerships and festive-themed content.
  Create a detailed calendar so every campaign aligns with major holidays like Christmas, New Year’s, and Valentine’s Day.

Festive Season Execution (Feb - March 2025)

When the festivities begin, it’s time to turn plans into action.

Launch Campaigns Strategically: Execute promotions and marketing initiatives on time.

• Use holiday hashtags and festive visuals to stand out.

• Capitalize on trending content formats like reels or live streams.

Deliver Exceptional Customer Service: Make your support team holiday-ready.

• Offer extended hours and add live chat options.

• Streamline returns and exchanges to keep customers happy.

Track Performance in Real-Time: Stay on top of metrics to adjust campaigns as needed.

• Monitor website traffic, conversion rates, and engagement levels.

• Double down on strategies that show strong results.

Create Urgency to Drive Sales: Use tactics that spark immediate action.

• Limited-time offers and flash sales.

• Countdown timers on your website or in emails.

Post-Festive Retention (April 2025 Onwards)

Once the festivities are over, focus on keeping your seasonal customers engaged.

Retarget Seasonal Shoppers: Follow up with personalized emails or ads.

• Offer exclusive discounts or loyalty rewards to encourage repeat purchases.

• Use dynamic retargeting to remind customers of items they browsed but didn’t buy.

Gather Feedback for Improvement: Conduct post-season surveys or request reviews.

• Identify pain points customers experienced.

• Use feedback to refine your approach for the next season.

Leverage Post-Festive Trends: Analyze shopping patterns and adjust your strategy.

• Introduce products aligned with emerging trends.

• Plan marketing initiatives based on what resonated most during the festive period.

Using this guide, you can turn festive shoppers into year-round loyal customers while maximizing the unique opportunities each stage of the season presents.

Closing Thoughts

As we finish off Q4 and look ahead to the untapped potential of Q5, remember this: 

Your success doesn’t rely on strategy alone,

Q5 is a unique window of opportunity that often flies under the radar. 

The festive rush may have passed, but consumers are still actively browsing, exploring, and—most importantly—buying. 

They’re redeeming gift cards, treating themselves, and investing in New Year goals. 

With fewer brands competing for attention, ad costs drop, making this one of the most cost-effective and impactful times to run campaigns.

Keep innovating. Keep pushing boundaries. And most importantly, keep your audience at the center of everything you do.

The new year holds incredible promise, and with the right focus, there’s no limit to what you can achieve.

Let’s keep crushing it!

Connect with me on social 👇
LinkedIn • Instagram • Twitter 

Thank you for reading! I appreciate you.

Sincerely,
Kody