‘Tis the season to maximize your business’s revenue through smarter marketing. Just like us, our business will have those days when productivity is at its bare minimum. Unfortunately, unlike us, the recovery of losses might not happen next day or week. What if there was a way to avoid productivity slump from hurting our business? Surf on your market’s spending patterns and trends with an effective seasonal marketing strategy!
“Nothing is constant except change” is a useful business nugget as it is a cliche life quote. In the market scene, the numbers can fluctuate dramatically. As it turns out, there are specific periods of the year that people are more likely to be interested in an item. Seasonal marketing is about aligning your business operations to these peaks and falls. It is literally about you grabbing a calendar or timetable and identifying the days when business booms and dooms. You can leverage this knowledge in response to the dynamic market.
When we know what our customers want, we can pattern our business to give value to their preferences. By knowing our market and what they care about, we can redirect our resources into a fruitful and profitable pursuit. Let’s look at how this approach benefited the following big brands.
The Red Cups
Whenever there are occasions, you can bet Starbucks has a matching drink in its menu. When Christmas rolls in, people get to enjoy their favorite coffee in festive red cups. The pictures of the cups went viral in social media, as each photo inspired more people to go to their local Starbucks for a holiday caffeine fix and an Instagram photo op. After a decade since they first graced our phone screens, it looks like the red cups will be an annual visitor.
A Cold Christmas
How do you make a beverage be more than just a beverage? While Starbucks associated theirs with the daily hustle and occasionally the holiday cheer, Coca-cola sells happiness in a bottle. Even though its drinks are best suited for hot summer months, the company has successfully integrated its ice-cold drinks in the cold winter season due to effective marketing strategies. How different would our Christmas be without Coca-cola’s products and ads?
Out Of The Box
In the hospitality industry, sophistication and elegance can seal the deal. Thankfully, the hotel-booking website HotelTonight wasn’t very keen on following the glass-and-marble norm when they gave us their whimsical “Visit, Don’t Stay” holiday campaign back in Christmas 2016. The humorous ads featured relatable reasons why you shouldn’t stay over for Christmas. Unless you find Cousin Gary’s elf voice hilarious for a week.
A Numbers Game
And to whoever said data can’t be fun and quirky, Spotify begged to differ. Launched in 2008, the company owes its success to its genius marketing campaigns. Since 2016, Spotify has been presenting listening stats in their year-end campaigns, and the playful nature of the ads went straight to the heart of its 217 million monthly listeners. Clearly, someone in that office understands the kind of humor its customer base appreciates.
Holiday season and festivities are a happy occasion. The general merriment also extends to businesses because it appears that during celebrations, people are willing to spend more than usual. You can take advantage of this by implementing seasonal promotions marketing to attract new customers and keep the patrons coming. When you diligently track your market’s spending cycle, you can schedule sale opportunities and increase retail revenue. Therefore, you have to have the proper tools to execute the seasonal marketing strategy effectively.
Your customers are the determinants of the success of your business. Therefore, you have to be acquainted with your target market. When you do this, you will have an idea on what kinds of advertising will help you reach out to your customers.
Just because something works for others doesn’t mean it will also do wonders for your company. Seasonal marketing campaigns aren’t for everyone. Maybe year-round campaigns work just as well and cut you back on resources. To know if the goods you offer are best marketed seasonally, you can use SEO keyword planners. There are available tools and software that show the people’s interest over time on an item or so as reflected in their online searches.
For seasonal marketing, timing is everything. Greet with your customers with tempting deals during the holidays like Christmas, Thanksgiving, and New Year. These days are sure marketing opportunities that most, if not all, businesses can take advantage of. Celebrate love during Valentine’s Day with campaigns for couples. You can refer to seasonal marketing calendars online, but you also have understand that not all holidays are business opportunities.
Hard sell is not always bad, but a history of marketing campaigns showed us that the ads that establish a personal and emotional connection with its customers fare well than saying “Buy Now!” in bright and bold red print. The customers love unconventional storytelling, and brands like Nike, Mothercare, and Ikea obliged in their 2019 ads. Holidays like Christmas and Valentines carry an emotional language that you can use to speak to your customers.
You have different ways to market your goods and services. For example, you can set up pop-ups on your website to hype up a coming holiday season sale. You can also prepare buying and perfect gift guides for people that doubles as an ad for products. Like Starbucks and other big brands, you can take advantage as well of the influence of social media and digital platforms in broadcasting your holiday offers and other seasonal promotions.