Seasonal Marketing is celebrating every season’s difference, profitably. I’m from New England, so it’s easy to see the seasons change. But no matter where you’re from, or (more importantly) where your customers are, each season offers new opportunities to increase sales by helping your customers in different ways.
Seasonal Marketing isn’t just for “the holidays”
Mention seasonal demand and most business owners will think about “the holidays.” They’ll tell you about “Black Friday,” promotions and sales all that compete for our attention at the end of the year. But marketing campaigns don’t have to start in the Fall and end at New Year’s. If yours do, you’re still missing out…and have a lot to gain.
Think about seasonal marketing all year long
As exciting as the holidays are for consumers (and many retailers), a quick look at the calendar shows that opportunities keep coming all year long, if you simply pay attention. Some simple businesses struggle to survive by depending on a short burst of activity each year (think: snow plowing, grass cutting, beach clubs, and ski lessons), but successful businesses find ways to help customers throughout the year as their needs change.
Examples of Seasonal Marketing
Successful businesses find a way to break free of their limitations and help customers all year long. They recognize that customers have different needs at different times of year, and find a way to serve them.
Here are 5 examples we see every day are:
- The Landscaper who mows your lawn all summer (about 4 months in my region) also provides a Fall Cleanup of leaves, and then plows your snow each winter
- The florist who provides special occasion arrangements and gifts for Valentine’s Day, Spring, Easter, Mother’s Day, and Administrative Professionals Day. Next comes Graduation, Weddings, as well as the holidays. (The floral industry has been as successful creating events as the “Greeting Card” industry!)
- Fashion seems to come up with new styles, new colors, and new trends for each season, with a wardrobe that’s perfect for each. My daughters somehow agree that they’ve got to have them! Successful fashion retailers keep customers coming back each season to see what’s new and exciting…and profitable.
- Even Office Supply Stores get in the act: they promote the supplies you’ll need for tax planning, old tax record storage, back to school, and even holiday gifts to complement their everyday business supply business. Most even add special products (school backpacks, fun gifts, etc.) just at specific times of year
- The hardware store that sells grass seed and garden tools in Spring. Back yard pools and barbecues are popular in Summer. Rakes, leaf bags and work gloves sell in the Fall. And shovels and Ice Melt in Winter. Hardwares in Connecticut have so many different products for each season that there are almost too many to count!
Do you have “busy” seasons? What do these same customers need at other times of year?
Many businesses ride a wave of “ups and downs,” profiting at certain points of the year, and struggling at others. The time to build for the slow times is with effective marketing reminders to your customers during your busiest “boom” times. That’s when your existing customers are open to suggestion about how to use you at other times of the year.
How do you maximize Seasonal Marketing?
Start by looking at next year’s calendar. Think about who your customers are (kids, teens, students, grads, singles, homeowners, businesses, etc.) and fill in all the “boom” times of your year. Then brainstorm to come up with their needs throughout the year. List everything you can come up with (whether the ideas are great…or not). This will keep the flow of ideas coming. List ideas every month, based on weather, holidays, and time of year. Then create a marketing calendar of ideas to capitalize on these opportunities.
Don’t think you have marketing opportunities each season? We disagree. Call for a Free 15-minute Discovery Session and we guarantee that you’ll get new ideas you can use today, and all year long. In Connecticut call 203-655-3920. Nationwide call 800-862-8896. Or click here for your Discovery Session, today!