Seasonality is one of marketing’s keywords. Even though there are many products we need during all year – essential goods like water, for example -, there are many others whose sales vary according to the time of the year. This happens because the demand for those products is seasonal, which means that people only look for those products at specific points of the year. For example, during Christmas there’s an intensified demand for a Portuguese cake named “bolo rei”, however, that demand becomes almost null for the rest of the year.
At first, brands face the big challenge of managing to understand the buying cycle of their products and services. Later, they need to have a creative capacity that is big enough for them to make the most out of those key moments. Because the competition becomes more fierce in these moments, leading brands into putting everything they (don’t) have to stand out.
In this sense, seasonal marketing rises from the ground to help us adapt our marketing campaigns to all the events and holidays happening during the year. Generally, this process results in always having a calendar around so we can choose which special dates (locally and globally) will bring benefits to our business, and starting putting our effort into those seasons. This is na especially challenging task for B2B companies, who need to find even more creative and inteligent solutions to make the difference.
Seasonality and searches on search engines
Before you start thinking about what you’re going to do for Christmas or for Easter to push your sales up, you need to think about if those seasons are relevant to your products/services. Analyze the traffic of your website and understand if there are any peaks of a bigger number of visitors, or even on your social media. But, essentially, take some time out to understand when people search for what you sell on search engines. Search engines are the first place where your consumers /clients will look for you, even if they don’t know you yet. Keep track of all the trends and the seasonality of those trends and you’ll understand that even though Halloween is a good sales season for some companies, it might not be ideal for you.
All this process starts by searching for the right keywords to use in your seasonal marketing campaigns – as if to say, it starts by taking a chance on SEO. As always, choose keywords with a great volume of searches, but are rarely used by your competition. Also try to understand when that volume increases, when it hits its highest peak and when it decreases again, so you know exactly when to launch your campaigns and when to start planning them. If there are too many relevant seasons for your business, but you don’t have enough resources to pay attention to all of them, you can also compare them and understand which and when they are more important.
Which steps to take
After selecting the most advantageous opportunities, there are other things to keep in mind during your seasonal marketing campaign. Firstly, it’s important to check of your ideas have already been put into practice and if they were successful. Look for previous campaigns of other companies, as well as for their feedback from consumers and other professionals (ex: journalists, marketers).
After you have a well-formulated and structured idea think about the message you want to send. What you want to say, how you want to say it and which reactions and feelings you’re trying to awake in your audience. Reflect upon the scheduling of that campaign, keeping in mind the trends and the seasonal peaks you’ve analyzed at the beginning. A good seasonal marketing campaign is prepared as soon as possible and is launched when the target starts constantly looking for that product/service.
Also, reflect upon the formats and platforms you want to use and don’t forget that it’s important to think big. The more places your brands shows up, the easier it will be for consumers to find it. Finally, constantly analyze your results and make changes if necessary, even if your campaign is still active. Your website is getting more traffic? Where is that traffic coming from? Are people visiting the most important page of your website for that campaign? These are just some of the questions you should ask yourself during this process.
Other ideas for a good strategy
Build a seasonal e-mail list;
Promote categories of seasonal products;
Use specific testimonials of those seasonal products;
Create daily or weekly offers;
Anticipate possible technical issues.
By now you’ve probably realized that, after all, holidays aren’t just useful to sleep.
Grab your calendar and start coming up with your seasonal marketing campaigns!