How many times have you been at the grocery store in August, stopped in the candy aisle and exclaimed “Halloween candy? Already?!” Each year, the shopping seasons seem to be more and more rushed. Christmas decorations in September, swim suits in February and Back to School before school is even out for summer vacation has become the norm. Retailers want to get ahead of the curve, beat the rush and make sure THEIR products are front and center. Pay close attention to that Best Buy ad you see in September for their new camera with the super human lens. That just might be their feature product on their Black Friday ads.
Ensuring you have a solid seasonal marketing strategy is the key to any successful business. You need to get in front of the right set of eyeballs at the right time of year with the right message. Hit people when they are ready to take action and buy!
Let’s use a banquet hall as an example. Most banquet halls make the majority of their money on weddings. Weddings tend to be seasonal in nature; most couples get married in the spring and summer months. However, there is still business to be booked in the winter months, especially around the holidays. An average sized banquet hall might utilize the following media plan:
January-August: wedding-themed display ads , behaviorally-targeted ads toward adults who are planning for a wedding, Google AdWords search campaign with wedding-related search words (wedding, wedding venue, wedding hall, etc.) and a customized landing page for lead generation and a search engine optimization campaign with a local keyword strategy geared toward wedding planning.
September-December: holiday-themed display ads, behaviorally-targeted ads toward corporations looking to book holiday/end of the year parties, Google AdWords search campaign with holiday-related search words (holiday party, Christmas party, corporate holiday party, etc.) and a new landing page geared only toward the holidays with a lead generation form and switch up the keyword strategy in the SEO campaign.
The most important thing is to be consistent across all forms of media you use for advertising. If you swap out your display ads for a holiday-themed ad, make sure you also adjust your search terms. If you switch up your search terms, it’s probably a good idea to create a new landing page that caters to your new target audience. Consistency across all forms of media is essential to any good business strategy.
Strategy based on seasonality and/or product launches are crucial to your success. When you sit down with your financial planner, you discuss your income, properties, loans, 401k, etc. An accurate financial strategy can only be provided if you analyze all of those line items together, not one on its own. The same thing goes for your marketing plan. You can not accurately design a marketing strategy around one sale. You must look at your fiscal year in a holistic way and build your media plan accordingly. At the end of your fiscal year, sit down with one of our media consultants and have an in-depth discussion about your marketing goals for next year. Our media consultants can point you in the right direction, ensure you are reaching the right people at the right time and provide a year-long plan that generates leads and brings you the business you need!
Bailey Payer is a Digital Account Coordinator for Wicked Local Media Solutions and can be reached at firstname.lastname@example.org.