When you want to take advantage of seasonal marketing and advertising, operating an eCommerce store is significantly simpler than running a brick-and-mortar retail enterprise. Marketing them can be fun because many online businesses rely completely on the trends that coincide with special occasions and holidays.
Seasonal marketing – what is it?
It takes more than just changing the background of your website or adding some intriguing discounts to pique your clients’ attention enough to convince them to part with their hard-earned money for your products or services.
It’s no longer as engaging or exciting to change your landing page or follow the crowd with the same old social media promotions to impact a seasonal promotion.
A tonne of fresh opportunities can be tapped into to make it relevant for you and your clients and, maybe, draw some additional consumers to your marketplace.
Any yearly event might be a part of seasonal marketing.
These are the most frequently observed occasions, such as Christmas, New Year’s Day, and Easter.
They can also include customary occasions that aren’t recognised as holidays, including Valentine’s Day, Halloween, Mother’s Day, and Father’s Day.
Days that are more noticed than celebrated may be among them. Because more people are becoming conscious of global issues, Earth Day is gaining popularity. Black Friday has established itself as the official shopping holiday, but it may be losing its appeal as promotions extend into more days, weeks, and even a month.
Cultural or Annual Events
Annual occasions like Back to School or Spring Day can also be considered for promotional campaigns, provided they continue to be pertinent to your industry.
Is it appropriate for your company?
Not every seasonal occasion or day is appropriate for your company. For instance, a service-based company might not benefit from participating in a Black Friday Special because their markups don’t support the promotion’s theme. The term “Black Friday” was first used in the USA to refer to the day after Thanksgiving when there would be a lot of traffic and shopping.
Then, marketers of huge retail chains used this as an opportunity to sell old inventory before bringing in new inventory in preparation for Christmas. These significant price cuts were well known for being over 50% off. Consumers held off on spending in the months prior, especially on electronic products, in anticipation of the major sale as they understood they could wait for these sales.
Unfortunately, because buyers pre-loaded their Black Friday shopping with more affordable gift options, these bargains can also negatively impact the Christmas rush.
Offering 50% or more discounts on services is useless for service-based firms because it could cause them to lose money on the promotion, and anything less is seen as inadequate as a promotional concept. Therefore, there are situations when it is preferable to avoid the deal entirely.
How to organise a campaign for seasonal marketing
To avoid being caught off guard and attempting to conduct a hasty campaign just because everyone else is, you must ensure you are prepared to accomplish this.
Your brand may suffer more from a poorly conceived, managed, and carried out campaign than by keeping out of it.
Planning your holiday promotion in November is a recipe for disaster. Starting your seasonal marketing planning at least three to four months in advance would be beneficial. This gives you the time to develop a thorough marketing strategy, produce excellent content, and launch the campaign with the possible impact.
Produce original, timely, and high-quality content
Nothing is worse than creativity or content that has been recycled from the previous year. You should start over if you had to remove your logo and the image and content are so generic that a rival might add their logo and use it.
What distinguishes your business, brand, offering, or item from your rivals? You can concentrate on this to ensure your creative execution contains the necessary information.
Good content is always appreciated. Show them how utilising your product or service will make their life easier, impart useful advice, or teach them something new.
Establishing a database and engaging with your customers, for instance, brands that give away their customers’ weekly recipes in the run-up to Thanksgiving or Christmas, are fantastic strategies—as long as your product or service makes sense. Travel agencies may advise how to pack light for a trip, while a paint supplier may promote do-it-yourself holiday crafts.
If it feels forced, take a step back instead of attempting to be somebody you are not.
Engaging with your audience is a wonderful way to learn how they feel about your company. They might be persuaded to share images or videos of your campaign on your numerous social media channels. Just be careful not to complicate the involvement too much. They’ll probably keep scrolling by if it takes too much effort for them to participate.