When you think of seasonal marketing the first ideas that probably pops into your mind are the typical holidays like Easter, Thanksgiving, Christmas, and the other holidays on your calendar, but seasonal marketing is much more than that. Seasonal marketing can involve the four seasons in a year, the typical holidays mentioned above, various causes that are important to you, as well as client anniversaries. Seasons can also mean your particular product cycle.
When you consider all the seasonal opportunities open to you when planning your marketing strategy, your content strategy, and your promotions you can quickly realize that you will not run out of ideas very fast. Thinking about the “seasons” as a cycle rather than just dates on a calendar will help you plan for more since there are many cycles besides holidays.
As mentioned above you have the cycle of yearly holidays in which you can use to motivate buying, and you also have your product cycle. A product cycle or season depends upon what your product is, and who your target market is. If you are marketing to tax professionals, your seasonal marketing opportunities are dictated by your market’s tax responsibilities. If your niche is work at home, home schooling moms, then your seasons are dictated by what is important to your target market. By offering discounts, buy one get one free offers, and other encouragement to purchase at the times your target market wants to buy or needs to buy you will quickly see an increase in sales.
If appropriate for your market you can promote products and information on the typical holidays by having special sales and promotions for the calendar holidays but you can also choose to celebrate special customers on their anniversary dates or the date they bought a certain product from you. You can create a brand new season for each client based on their purchasing anniversary. Your client will feel special, and you will encourage retention.
You can also tie your promotions into a cause. For instance, if you have a special cause that is important to you such as breast cancer awareness, you can simply offer to donate a portion of your customers’ purchases to that cause during breast cancer awareness month only. If your target market values that same cause as much as you do, you can be sure they will purchase, if only to make sure the organization gets the donation. They feel like they are making the donation, and it will encourage more sales.
The important thing to remember is that your promotions, regardless of season, should be focused and targeted on your ideal client and his or her needs. If your website promotes WordPress Themes, it would not be appropriate to now offer Christmas Decorations for sale, just because it is Christmas. It would, however, be appropriate to offer two for one custom themes as a gift to your customers. Always stay focused, and do not become schizophrenic in your offerings just because the calendar specifies a popular holiday.
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