As a business owner, marketing is a must if you want to successfully differentiate yourself from competitors, to engage with existing customers, and to turn would-be shoppers into paying patrons. And one of the most effective ways to get your message out is to take advantage of seasonal marketing opportunities. If you can think up some logical tie-in between your products or services and a season or notable occasion, you’ll be one step ahead of the competition. What follows is a look at 10 ways business owners can make the most of seasonal marketing — hint: everything comes back to social media and the power of this platform to build brands.
- Mother’s Day: How can seasonal marketing help you on Mother’s Day? How about a social media game in which you post a picture of a jar filled with rose petals? Ask your followers to guess how many petals are contained in the jar. Reward the winner either with a price or with a discount for your products or services.
- Power of Association: Don’t underestimate the power of association. Take Independence Day and its connection with the colors red, white, and blue, for instance. Figure out how to connect your products or services to the day with some clever ad copy, incorporate the color scheme — red, white, and blue — into your promotion, and share pictures with your followers across various social media accounts.
- Christmas Sale: This one might seem obvious, but it’s definitely worth pursuing. Many people already see the holiday season as a time to spend, so why not offer some special promotions to take advantage of this trend? You can use social media — Twitter hashtag? — to drum up interest in any sales connected with the holiday season.
- Google Ad Extensions: Google Ad extensions tied into a holiday or season are sure to pick up traction. If you sell books or sporting gear, for instance, insert ad extensions connected to the holiday you choose to leverage as a marketing opportunity. You can use an advertising tag line such as “Blowout Black Friday Sales” on your Google ads in order to bolster the odds of people clicking on the links.
- Hold a Live Event: What is your target demographic and what sort of live events are they most likely to find interesting? Are Easter, Halloween, or even the start of the summer season suitable given your offering and any logical tie-ins? If so, schedule a fun event and reach out to your social media followers to encourage them to come out. Give them incentives to come as well such as door prizes or discounts.
- Seasonal Images: Have you noticed how Google often changes up its logo in honor of certain statutory holidays or other important occasions? Well, you can do the same. Determine which holidays present a logical synergy with your offerings and get creative. You can inform your social media followers of the changes or even hold a contest where you invite them to submit their ideas for holiday-specific versions of your logo.
- Website: Consider adding a web page on your site to specifically highlight the products or services you offer that connect with the holiday in question.
- Thought Leader: Joining social media groups and contributing effectively — commenting and responding to questions — can help you to establish yourself as a thought leader. After you establish yourself as someone who is knowledgeable in your industry, you’ll be able to skillfully include marketing material in even generic content. If you’re a regular contributor, it won’t come off as cheesy if you do a bit of name-dropping on occasion.
- Customer Hashtag: Encourage your customers to send in their tips. For instance, you could set up a hashtag on Twitter and tell your customers to submit their best seasonal tips, say, for Christmas gifts under $25. You can even run a contest where you select some of the best recommendations and send the recipients prizes.
- Create Seasonal Brand: If you want to take advantage of seasonal marketing opportunities, you should consider creating a special brand image that is specific to the season you’re targeting. It will be instantly noticeable by your customers since it will be different from your traditional brand image.
You can definitely make the most of seasonal marketing with some hard work and a good strategy. Consider the recommendations above and see how they can help you grow your business.
10 Ways Business Owners Can Make the Most of Seasonal Marketing by Megan Ritter