Adding a seasonal marketing program to your strategy can increase customer engagement, brand awareness and sales throughout the year.

What is seasonal marketing? 

Seasonal marketing refers to a specialized strategy for marketing and promoting a product or service that focuses on seasonal and holiday themes. This is an adjustment to your normal marketing efforts to include some special elements in the short term. These temporary marketing often include themes, colors, characters, stories and other content related to specific festivals or specific seasons. In other words, with seasonal marketing, you use already established holidays and seasons to your advantage.

For example, in the United States, popular seasonal peak events include:

Valentine's Day

Easter

Halloween

Black Friday/Cyber Monday

Thanksgiving

Christmas

New Year's Eve

How Seasonal Marketing Can Benefit Your Business

Applying seasonal marketing to your business is beneficial for a number of reasons.

Improve team creativity

Seasonal marketing gives your team the opportunity to demonstrate strategy and creativity, because marketing is both a strategic and a creative activity. During the seasonal marketing process, you have the opportunity to let your imagination run wild and keep your ad current. Without new opportunities emerging, marketing strategies can become stale or even unpredictable.

Improve consumer coverage

Using seasonal marketing, you may increase your chances of promoting your product or service throughout the year. Every season or occasion presents new opportunities that can help shape your overall marketing plan.

Attract existing and potential customers

By updating your strategy according to the characteristics of the season, you can attract a large number of customers during this time. These customers then become enthusiastic about your discount or product promotion and become loyal supporters who recommend you to others.

How to Develop a Seasonal Marketing Strategy 

While every business is different, there are certain commonalities when it comes to developing a seasonal marketing plan. Before you begin, understand your target group and consumer profile. Understand your market segment, product or service needs, and your message. Consider incorporating the following steps into your seasonal marketing strategy:

Add your ideas

Get creative by checking off projects or services you offer now. Consider adding more interesting ways and how to advertise them novelly. Which ones can be dressed up for the season? How do you promote anything to coincide with a specific time of year or a popular holiday?

If you sell products that would make great Valentine's Day gifts for loved ones, create a Valentine's Day-themed campaign around those products. If you offer a book that can be advertised as an ideal graduation gift in some way, do so throughout graduation season. Think outside the box and develop unique ways to market your product or service year-round.

Pay attention to social media content

It's no surprise that a successful seasonal marketing strategy depends heavily on your engaging social media content. Your social media should follow the same strategy as you would advertise on your website, email list, blog or other platforms.

For example, offering freebies, encouraging engagement by including polls, quizzes, or other interactive content. Done right, you can expect increased website traffic, an influx of new email subscribers, better consumer interaction, increased brand awareness, and increased interest in seasonal incentives.

Encourage the use of user-generated content 

Especially on social media, user-generated content is a valuable marketing tool. Encourage your fans to produce seasonal content as part of your seasonal marketing plan. Offer your audience rewards for using your products in images or posting social media content promoting your company.

Encourage them to identify your business and use specific, customized hashtags so you know immediately that the post exists. Then, with permission, republish this material and make it an interesting part of your marketing strategy.

Your strategy may benefit from including a seasonal marketing plan, as it increases brand awareness, customer engagement, and year-round sales. Use it to develop new offers, create seasonal rewards, and personalize your messaging to make your customers' days more enjoyable.