Secrets of seasonal marketing: how to maximize the benefits
Seasonal marketing is the art of adapting business advertising strategies to changes in consumer demand throughout the year. The essence is simple: adjust your offers depending on when certain products are most in demand or, conversely, lose popularity. The change of seasons, weather, long holidays and important cultural or sporting events have a big impact on consumer preferences. In summer, for example, people often buy ice cream, while in winter they buy warm clothes and heaters.
Do not be afraid of such changes, in fact, they open up new opportunities to increase profits. Winter vacations have an unofficial name – “the fifth quarter”. This emphasizes their importance for business. Success depends on careful preparation and flexibility in decision-making.
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Developing an effective seasonal marketing campaign
The foundation of effective seasonal marketing is a deep, very good understanding of your target audience. Segment your customers to personalize your messaging as much as possible. Start your marketing campaign early, because consumers need time to make a decision and some products have pent-up demand. For example, buying gifts for the holidays begins long before the celebrations themselves. Preparation should start at least two months before the expected peak of sales. Also remember that the cost of advertising during peak seasons can increase.
There are several steps to creating seasonal advertising campaigns:
- Analysis:
- Evaluating previous campaigns to improve future results and forecast sales volume;
- Target audience research for accurate and correct segmentation and identification of interests;
- Study of user search queries over the past few years to better understand seasonal preferences.
- Formulating goals, setting advertising launch dates and defining key performance indicators;
- Finding creative, new, original ideas and developing a discount system;
- Selection of optimal tools and formats for the campaign;
- Launching advertising campaigns and constant monitoring of results.
Predicting seasonal trends
Analytical tools such as Yandex.Wordstat and Google Trends will help to predict changes in demand. They will show you how user queries change depending on the time of year. If you notice a decrease in organic traffic, compensate for it with contextual advertising, emphasizing special offers and bonuses.
Before launching a campaign, study what your competitors are doing: what products are promoted, how ads are designed and who their target audience is. This will help you understand which products to focus on and which market segments are most appealing right now.
Benefits of seasonal marketing
When offered correctly, it brings the following benefits:
- sales growth. Increased demand for certain product categories leads to increased revenue;
- return of old customers. Special promotions and discounts attract customers who have not purchased from you for a long time;
- attracting new customers. Interesting offers will help you win over a new audience by solving their current problems;
- increasing brand recognition. Original promotions and creative ideas will draw attention to your brand and increase its recognition.
Tools for seasonal advertising
The choice of advertising channels depends on the specifics of your product and target audience:
- Contextual and targeted advertising will bring customers quickly if you target the right segment.
- SEO optimization is useful for products with clear seasonality.
- Social media remains an important channel for attracting traffic, especially platforms such as Telegram.
- Email newsletters remain an effective way to communicate, especially if you start them early.
- Video ads on YouTube and TikTok continue to be popular, as they are more easily understood by users.
Large companies may consider using outdoor advertising (outdoor), but this requires significant investment and a professional approach. It is important to adapt the selected tools to each stage of marketing strategy development.
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