Did you know that people love to shop on special dates? The big brands are very clear about it and that is why they redouble their efforts to promote their products or services during certain seasons. This is what is known as seasonal marketing.
Seasonal marketing is a technique that consists of planning and executing strategies aimed at increasing sales within the framework of holidays or special commemorations.
And it is that each year brings with it dates and seasons with high commercial value, such as Mother’s Day, Father’s Day, Children’s Day, Valentine’s Day, National Holidays, Halloween or Christmas – the latter, by the way, is the one with the greatest movement economic-, which become great opportunities to position a brand and boost sales.
Seasonal marketing is nothing new. Or do you not remember the windows of physical stores adorned with red tones at Christmas or filled with pumpkins during Halloween? However, in times when technology has encompassed everything, this technique has also taken over the Internet.
Seasonal marketing transcended from brick-and-mortar store windows and radio and television commercials to advertisements on web pages, social media posts, and emails.
And it is that, according to a study by the firm Deloitte on the disruption and transformation of electronic commerce, “technological advances and the increase in Internet access have made more and more people choose to make their purchases from computers and devices mobile phones, due to the saving of time dedicated to these activities, as well as the comfort and accessibility it represents ”.
The Global Digital Report 2019, by We, Are Social and Hootsuite specifies that 4.338 million people have access to the Internet, a figure that represents more than half of the world’s population.
In fact, a study by Google, the world’s most used search engine, corresponding to 2019, revealed that 82% of people do research on the Internet before making their purchases, mainly from their mobile phones.
So, if you have a business and you want to increase your sales during the seasons, or you are a strategist in digital marketing and you want to increase the conversions of your clients, it is better that you take a look at the seasonal marketing techniques applied to the digital area…
If you are not sure how to start, don’t worry, in this blog we tell you the details. The first thing to keep in mind are these three points:
- Define a calendar of important dates: Organization and planning are the keys to success. Start by creating a calendar of important dates that are related to the product or service that your business offers. Among the dates, you can consider are Mother’s Day, Father’s Day, Children’s Day, Christmas, New Year, Valentine’s Day, Easter, Halloween, Black Friday, holidays, and others that may be very relevant depending on the country in which that you are, such as the Day of the Dead in Mexico or National Holidays in Chile, for example.
- Focus your message: Each date has a value to highlight, determine what it is and how you can incorporate it into your brand’s message so that it can stand out and connect with your audience.
- Define your budget in advance: Having a calendar of important dates will not only allow you to plan and organize your strategies in advance but also to define how you will distribute your budget for promotion, advertising, and campaigns throughout the year.
Once you have your calendar ready, the message you want to convey, and the budget you have, you must define how to reach your clients and prospects during the seasons. Here we share some recommendations:
- Create promotions, bonuses, or discounts: Give your customers and prospects reasons to choose your products or services, offering them not only quality but also giving them incentives to choose you and not the competition. Create promotions, bonuses, or discounts during the season, so that they want to take advantage and make a purchase.
- Spread the season to your audience: Do you remember the showcases of physical stores decorated for Christmas or Halloween? On the Internet your website and social networks are your showcases, so you should also set them up. Change or adapt the copies and designs according to the season, this is a way to stand out.
- Knock on your customers’ door: Take advantage of your contact lists in WhatsApp Business or email databases to tell your customers and prospects about news, promotions, or discounts you have for them during the season. You can also simply send them a Christmas, New Year, Easter, or National Holiday message, although this will not necessarily imply a sale, it will reinforce the image that your audience has of you and that they remember you.
- Create seasonal giveaways: A great way to celebrate the commemorative dates is by giving gifts to people. After all, on most holidays and special dates, people give each other gifts. Contests or giveaways increase the engagement and reach of your campaigns.
- Create valuable content: Connect the sense of the date or season with what your business offers. For example, if you sell clothes and the Christmas season arrives, create content about outfits for Christmas Eve. If nail paints are your thing, create tutorials on how to decorate them with Christmas motifs.
- Invest in campaigns in Ads: If you follow all the previous recommendations, invest in campaigns in Google Ads, Facebook Ads, or Instagram Ads, depending on where your audience is. This will allow more people similar to your audience to see you and you will have greater sales opportunities.
- Measure your results: Fortunately, digital platforms allow you to be aware of the reactions of your audience and make adjustments on the fly if necessary, in addition, this gives you the possibility of knowing what to replicate or discard in future campaigns.
According to Gaby Castellanos, one of the most important advertisers in the Hispanic market and a specialist in digital marketing, the key to seasonal marketing is to anticipate and understand what your audience needs before offering it to them.
According to his experience, ” you must know what your consumer needs, but not by asking: what do you need ?, but by understanding their needs.”
Now that you know the keys to seasonal marketing, get to work to stand out during the next season. In our Digital Marketing school, you can learn to build effective strategies, develop relevant content and create campaigns focused on sales. Become an expert with Next U!