As the seasons change and different holidays, events and activities emerge, businesses gain new opportunities to cater to consumer needs and behaviors. Businesses can generate more sales leads and increase sales by paying close attention to seasonal changes.
Every season holds opportunities, but the most beneficial season will depend on your unique business. Still, creative marketers can use every season’s characteristics to facilitate new sales. We’ll explore seasonal marketing ideas to inspire your marketing strategy and help you capitalize on every holiday, event and emotion each season brings.
Seasonal marketing is the practice of adapting your usual marketing plan to the current time of the year. For example, you might change these marketing aspects:
You can also change your sales process to highlight promotions around approaching seasonal events. For example, you could hold a back-to-school sale in the summer, a swimwear sale in the spring, a winter coat sale in the fall, or a barbecue sale before Memorial Day.
Seasonal marketing is an opportunity to create connections with customers and boost sales. Here are some additional benefits of seasonal marketing:
When holidays approach or the season changes, people get excited. They may look forward to holiday gatherings with family and friends, giving and receiving gifts, eating special foods, enjoying warmer or cooler weather, and getting days off from work.
Consumers have also come to expect sales and deals associated with nearly every significant holiday, so they may be excited to save money on things they want or need. Holiday marketing strategies will appeal to happy and excited customers, making them more likely to buy from you.
Seasonal marketing puts your business in front of potential customers, thereby boosting online brand awareness and giving prospects a reason to try you for the first time. An attractive seasonal promotion can also help establish a new business’s customer base.
All businesses can benefit from extra visibility when customers are primed to buy, and an outstanding promotion at this time can increase referrals, thus helping you grow your business.
Increasing sales is the end game of all marketing, and when done correctly, seasonal promotions and marketing have a direct and positive impact on sales revenue. People love deals, events and seasonal in-store decorations and will want to spend more money with you.
Customers’ needs change with the seasons. When it’s cold, they need warm clothes. When they have the day off, they may get together with friends and family for a festive meal. When gift-giving holidays approach, they’ll search for good prices.
Even if you’ve built customer personas around your target audience, consider seasonal changes to adjust your marketing and customer profiles to match current needs.
Match digital marketing trends to a season’s unique opportunities. For example, use podcasts to promote your products as ideal holiday gifts, or hold a social media giveaway to draw attention to your offerings.
We’ll highlight examples of seasonal opportunities that can connect you and your audience. Use this list to inspire ideas for occasions that are especially relevant to your business.
Many people view springtime as a fresh start – and so should marketers. Experts advise refining marketing strategies occasionally, and spring is an excellent time to relinquish old, ineffective tactics and introduce new and innovative marketing strategies. This time of year brings ample holidays and events for you to test seasonal marketing tactics.
Spring events and themes:
Consider the following spring-related strategies, or use them as inspiration for your own ideas:
While it doesn’t have as many holidays as spring does, summer presents numerous marketing opportunities and themes, like sunshine, beaches and outdoor activities. Children are usually out of school on summer vacation, and families may go on trips. Brands can also highlight products and services that help people escape the heat.
Outdoor marketing is another opportunity, as many people will participate in outdoor events. If you have a physical location, utilize the front area. Advertise sales with fun chalk designs on the sidewalk, or set up a tent outside to display your products or services to passersby.
When possible, take advantage of fun national days, like National S’mores Day. Whether you sell products that can help make this summery treat better or you just want to connect with your audience, you’re on the right track.
Summer events and themes:
Consider the following summer-related strategies, or use them as inspiration for your own ideas:
While fall isn’t exactly the start of the new year, people tend to treat it that way. Summer ends, a new school year begins and the holiday season is on the horizon. Use fall themes and holidays in your marketing strategy while considering weather shifts, changing leaf colors and traditional fall activities.
Fall events and themes:
Consider the following fall-related strategies, or use them as inspiration for your own ideas:
Use video marketing to tap into the nostalgia and customer emotions of fall and winter holidays. Video can help build brand trust by showing your human side and allowing you to engage directly with customers.
We’re all familiar with the heavy marketing that comes with the holiday season. However, choosing a unique holiday marketing strategy will help your business stand out. Use winter’s holidays, events and themes to create a new marketing twist while honoring the holidays your audience celebrates.
Winter events and themes:
Consider the following winter-related strategies, or use them as inspiration for your own ideas:
Seasonal marketing strategies can strengthen your company’s reputation as a responsive business. The possibilities are endless: Create season-related content (such as Instagram posts, blogs and infographics), design product packaging to mirror the time of year, host themed contests, or promotional discounts on relevant products and services.
Preparation is crucial in a seasonal marketing plan. Mark your calendars, plan your strategies, and pay attention to the time-sensitive nature of seasonal marketing. Starting too early can derail your campaign, but starting too late can reduce its effectiveness.
Holidays and seasonal events are excellent opportunities to form genuine connections beyond products and services and to create loyal customers throughout the year.
Jennifer Dublino contributed to the reporting and writing in this article.