Seasonal marketing can be well leveraged with precise marketing actions to achieve good numbers. We know it is difficult to reach desired sales targets. However, a good alternative lies in commemorative dates.
In this post, we will show how companies benefit from commemorative dates like Mother’s Day, Father’s Day, Valentine’s Day, Christmas, etc. The goal is to optimize logistics and boost your sales. This even includes applying creative marketing actions during the off-season. Keep reading and check out several tips!
Why invest in seasonal marketing?
Seasonal marketing explores all dates that can help sell a product or service in a given period.
The Christmas season alone, for example, generates revenue equivalent to three normal months of the year. This finding comes from the National Confederation of Store Directors (CNDL). Other dates, such as Mother’s Day, Easter, and Children’s Day, see an increase ranging from 30% to 60%.
Therefore, it is worth identifying the best dates in advance and taking the opportunity to give sales an up. Having doubts about where to start? We have listed some practices on how to implement this strategy.
Seasonal marketing: practical tips to implement
1. Plan a calendar in advance
This is one of the most important tips you can take to your organization. After all, you cannot think about Christmas campaign strategies only when December arrives. Make a map with national dates, industry dates, and your own company dates, such as the founding anniversary.
Consult calendars and try to identify dates beyond the most obvious ones, such as Easter. An example of this is World Pizza Day, which can be explored by a business working in the gastronomy sector.
Planning through a communication plan also contributes to clearer and more direct dialogue with the public, not to mention that flaws can be identified in advance.
2. Understand seasonality and the business lifecycle
Understanding the business model makes all the difference in efficient seasonal marketing. Does your company sell ice cream? Then you need to think about how to attract customers in the winter as well.
Understanding your lifecycle is being one step ahead of the competition. But for this, we reinforce that early planning is important.
3. Create segmented content
Regardless of your solution, companies do not have just one type of audience. Therefore, it is necessary to segment content. By doing so, the chances of reaching any kind of consumer are higher.
The ideal is to create an editorial agenda, taking each date into consideration. Thus, you will have material focused on diversified campaigns. If you sell chocolate to those who make Easter eggs, for example, it is interesting to have content showing how to make the most of the product and profit more.
4. Define communication channels
Just like thinking about each type of profile, it is essential to define which communication channels your company will use to promote seasonal marketing. The database can be a good start for this!
Omnichannel strategies — using both online and offline channels —, retain about 90% of people. Meanwhile, marketing teams that use video as a resource see revenue grow 49% faster.
Regardless of the strategy your team will use for seasonal marketing, it’s worth reinforcing that it takes time and planning. This way, it will be easier to achieve desired sales targets and control return on investment.
Did you like this post? We also suggest that you understand what storytelling is and how to use it to boost your business. Until next time!
