Marketing is required for any business’s success. Still, seasonal marketing makes a particular difference for companies that dabble in sports, tourism, weather-related activities, special occasions (i.e., weddings, holidays, etc.), and more areas that peak at certain times of the year.
Retailers can increase their customer base by 30-50% during the holiday season by investing in the right strategies every year. Here are some seasonal marketing tips for businesses that want to flourish with a seasonal marketing strategy.
This can be done by looking for trends in:
Take, for instance, a Christmas company. They looked into last year's sales performance and realized that they got more sales months before Christmas than they did the days leading up to the holiday. This could speak to the current consumer trend of shopping earlier rather than later and suggests the company should start promoting sooner — maybe in August/September, instead of late October/November. A reason you see Christmas decorations earlier and earlier on store shelves!
Analyzing last year's data informs the current year's seasonal marketing strategy and ensures its potential is maximized.
Knowing and communicating what differentiates you from competitors makes all the difference in standing out and drawing in more customers. This is especially important when it comes to seasonal marketing when everyone is focused on the same thing. Otherwise, everyone is just a blur of similar products, and sales are earned based on luck rather than any kind of actual bond or relationship with your customers.
Some steps you can take include asking yourself these four questions:
When you have the answer, compare them to your own answers to the same questions and use that information to persuade consumers to find more value in your product or service over others.
Your business will also want to work on creative and messaging months before the start of your season so you have time for production and changes. The pressure of coming up with and executing your seasonal campaign strategy in a limited amount of time can restrict your team from coming up with not only solid ideas for your company but strong deliveries.
We suggest you at least determine the following in advance:
Seasonal businesses understand that the key to standing out is by focusing on what they have to offer that is unique. The reason consumers appreciate your product or service is that it directly relates to a seasonal event that they're either active in or interested in — meaning it directly relates to their specific needs.
Having a seasonal marketing strategy ensures that your brand communicates to your target audience the value it brings to their experience. Working with a media partner keeps you updated on the most effective seasonal marketing tips and takes out the challenge of reaching your consumers at the right time with the right message. So, kick back and watch your seasonal business grow in sales and popularity.