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Why is seasonal marketing so important for your business?

5 months ago

easter marketing

Seasonal marketing is about promoting your products or services at certain points of the year. It can be anything from Christmas to Summer.

It is an opportunity to get in front of existing, and potential new customers, who already have the national holidays or time of year at the forefront of their minds.

As we come into spring and Easter is just around the corner, we have used an image of a cute yellow chick on this blog post to get your attention!

It will be no surprise that Cadbury’s start to sell Easter eggs in the new year and stop after Easter. They then start to sell advent calendars and chocolate boxes in September and finish at Christmas.  

Retailers will be mainly advertising and stocking bikinis and summer clothes from spring, and then winter coats from Autumn.

Seasonal marketing is really important to make sure that the products you sell will be in demand, and this is how to get it right for your business.

What is seasonal marketing?

Seasonal marketing is taking advantage and tapping into the ‘season’ at the most opportune time. This could be anything from the time of year to special days. Many industries will have a particular time of year that is most productive in terms of sales so therefore they need to ensure that their marketing campaigns are timed appropriately to take full advantage.

According to Display Wizard, they say that Halloween is now seen as the second most profitable trading event after Christmas, and any trader needs to update their marketing to accommodate this.

There are also many national days, weeks, and months for various important causes, such as Cancer Research – Race for Life, Mental Health UK’s Mental Health Awareness Week, and British Heart Foundation’s National Heart Month.  

Here is a further list of seasonal days that are useful for your marketing calendar:

  • Mother’s Day and Father’s Day, even Grandparents Day!
  • Traditional Holiday – Thanksgiving, Christmas, New Year, Easter, Eid, etc.
  • Valentine’s Day is a big event for florists, restaurants, chocolates and cards
  • Pancake Day – great for retailers, farmers selling eggs and flour
  • Halloween – the 2nd most profitable trading event
  • Seasons – Spring, Summer, Autumn, Winter 

How do you know?

Track your sales across the year and see where there are peaks and troughs. Seasonal marketing does not always apply to traditional seasonal products. You might find that you have more demand for your services in the new year or the new tax year. You can then adjust your marketing to reflect this demand.

Steps to take to create your seasonal marketing plan.

  • Have a look at competitors alongside seasonal trends for your industry what they have done in the past. Dig into their messaging and how well the campaign worked for them. Think about what you could do in a similar vein or better still, improve the idea for yourself.
  • Plan a year in advance so you know what is coming up and how you will take advantage. You can then plan your marketing campaigns and be proactive rather than reactive to seasonal trends.
  • Use the data gleaned from your online statistics and customer research to plot timelines of product sales.
  • Research at your target audience and what they are most interested in – if they are fitness fanatics maybe REDJanuary, Cancer Research 5K or for dog lovers #nationalloveyourdogday.
  • Check out social media days for inspiration, there are lots of # during each month such as #nationaldoughnutday these are great for coming up with content that not only is interesting but can reach a wider audience.

If you would like help in creating your seasonal marketing campaign, please get in touch with us talktous@primemixmarketing.co.uk

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