Seasonality is a tendency that changes constantly.(promotion strategy)
Your clients are reacting to a certain season in predictable ways, even if you don’t run a seasonal firm.(promotion strategy)
According to BigCommerce, the final three months of the year—October, November, and December—see close to 40% of all online purchases.
Even more:
It seems like the Christmas decorations put up earlier each year.
Before Halloween, Black Friday emails begin to arrive, and long before we feel prepared, the holidays are documented on our social media profiles.
We’ve recently finished the holiday season with the majority of our retail clients, so we’re starting to put fresh Valentine’s Day plans into action. For others, we are beginning to make plans for Mother’s Day and Father’s Day… It appears to be an endless circle.
In this piece, we’ll look at seasonality’s enormous effects and why you should revise your plan and modify it for busy times of year or special occasions.
Why Do We Have Seasons?(promotion strategy)
Seasonality describes frequent fluctuations that follow a known pattern and are dependent on a specific season, quarter, or month.
Any predictable shift or pattern in a time series that recurs or repeats over the course of a year is referred to be a seasonal change or pattern.
Seasonal opportunities abound and are frequently the most crucial for business throughout the year.
The majority of businesses, including yours, stand to gain from capitalising on the Christmas psyches, sentiments, and spirit of their customers.
But let’s delve a little deeper first before we do that:
What Does Seasonality Mean in Terms of Marketing?(promotion strategy)
Seasonality in marketing refers to more than just sharing a few cheery, humorous holiday posts on your social media pages.
What causes this?
Because distinct notable holidays, events, and activities are associated with each season and induce consumers to act differently, this creates opportunity for businesses to prosper. Ritika Jha declares
By putting money into the correct methods each year, companies may boost their consumer base by 30 to 50% during the Christmas season, according to data from Magento Commerce.
Halloween, Thanksgiving, Black Friday, Cyber Monday, Christmas, New Year’s Eve/Day, and Valentine’s Day are a few examples of seasonal opportunities that can increase your sales and help you connect with your audience.
A successful seasonal campaign requires not only significant organisation but also a large amount of time. The advice provided here is intended to help you launch your campaign.
1. Choose the appropriate seasonal opportunity.(promotion strategy)
The trick is to be picky, conduct your research and gather statistics on when your clients are most likely to participate, then pick events that somehow relate to your brand. Every season has something unique to offer. Says Jen McKinnon
“Online retailers that are most prepared for the local calendar and that personalise their shopping events to their audience and make the most of the vacation atmosphere that a public holiday affords perform best on public holidays.”
Even if it’s a tiny amount, clever marketers can make every season profitable. This list should be kept in mind while creating seasonal content (such as blog articles, infographics, and social media postings), running contests, or advertising sales for pertinent goods and/or services.
2. Clarify the message and strategy
Your seasonal campaign messaging is crucial, just like it is with any marketing initiative. You ought to consider the following to get you going:
The customer journey and the narrative you wish to communicate should be mapped out: An illustration of a customer’s journey from first contact to long-term connection depicts the progression of the customer’s experience.
The feelings you wish to instil in your audience are: To establish a connection with your audience and make them open to your message, use emotional appeals. Your audience is more likely to comprehend your viewpoints, accept them, and act if you are able to achieve that.
A call to action: The main objective of this is to persuade the audience to take the desired next steps.
3. Modify Your Budget
A well-planned budget that leaves no room for surprises is essential for a successful seasonal marketing strategy.
Making a list of your baseline costs should be your first order of business. The minimum costs necessary to keep your business operating from month to month are as follows: “Monthly lease or rent payments,” “Utilities (Electricity, Internet service, cellular service”),” “Taxes,” “Insurance,” etc.
Next, take a look at your current spending plan and account for what you’ll need to get your company prepared for the season.
Things to take into account include:
Bonuses or presents for clients or staff
Gifts for clients or vendors
Ongoing costs for marketing or advertising
Seasonal workers incur additional payroll expenses.
4. Reuse or emulate effective campaigns
There is no need to start from scratch. Use resources like Ahrefs and BuzzSumo to look at some of the most effective content marketing efforts over the past few years for a specific occasion.
Consider how each piece approaches content structure, distribution, messaging, and emotion when assessing current, effective campaigns.
Additionally, if you make your material as timeless as possible, one of the best aspects of seasonal marketing is the potential to reuse your top-performing concepts the following year.
The “We Wish You A Merry Christmas” commercial from Hershey is an excellent illustration. The television ad has been broadcast by the company every year since 1989, making it the longest-running Hershey’s ad ever.
5. Categorize and handle each customer separately
You must think of your consumers as distinct divisions if you want to serve them accordingly.
No matter the channel, your clients should be catered to specifically for seasonal marketing to be successful, and the best way to do this is through customer profiling.
Even though a broader segment may have thousands of customers, brands must still treat each one of them as an individual.
6. Examine and Reuse
It’s crucial to meticulously record the outcomes of your campaign. Consider using them as a guide for upcoming efforts.
Try to not only reuse the aspects of your promotions that worked, but also to recognise their shortcomings so you can avoid them in the future.
Source: promotion strategy , promotional strategies
