How seasonal marketing increases sales

Seasonality has a direct impact on consumer behavior patterns. As the seasons change, new needs arise and old ones recede into the background. 

In such a situation, businesses must be proactive and offer goods and services in the face of ust beginning demand. This is extremely necessary because the need for something arises before the time of practical application. Conditionally, a person usually buys sunscreen before the beach season begins.

Since the change of seasons is an ideal opportunity for businesses to attract the attention of the target audience, the best way to make yourself known is to create a seasonal advertising campaign.

How does seasonality affect marketing?

Seasonality is defined by events that recur with predictable frequency once in a certain time. They can be annual, quarterly or monthly – the length of the period depends directly on the importance of demand and other parameters.

There are 3 types of seasonality in marketing:

• Moderate level – is in the range of 10-20% and has almost no effect on the financial position of the company. It is usually characteristic of goods of daily demand. In this pattern, vendors and suppliers are comfortable throughout the year.

• Bright level – is in the range of 30-40% and requires regular demand stimulation. In this case, reminding oneself with a certain periodicity will help to avoid a cash gap.

• Tough level – means that sales have fallen by 50-100% and there is no chance to return to previous levels. In other words, is there any point in stimulating demand for Christmas trees in the middle of July?

The main reason for seasonality is the change of seasons and weather conditions. For example, winter increases the demand for warm boots and antivirals, while summer increases the demand for bathing suits and hot tours.

Calendar events and social habits also contribute to seasonality. Before Christmas, people shop for gifts and groceries, and before Valentine’s Day for flowers and candies.

Another example: the last quarter of the year is characterized by high activity of the audience – sales rise up to 40%. However, in January, after the pre-Christmas shopping season, consumer demand drops sharply. Marketers call this time the “dead season” and limit the active impact on the audience until the end of the month.

Seasonal events that influence the formation of demand also include: world events, funding of budget programs and business activity during the year.

Seasonality provides many opportunities to attract an audience. However, there are many questions before starting a campaign: When is the best time to start preparing? What content to use? How much time will it take to run the campaign?

You will find answers to these and other questions in this article.

When is the best time to start preparing?

Preparing and launching an advertising campaign is a long process. It requires a lot of preliminary analysis, special preparation and resources to launch. Therefore, it would be correct to say: an advertising campaign should be planned in advance.

Some marketers believe that the most effective way to do launches is the SMART method.

Mid-spring is a great time to start working on summer advertising campaigns.

If you want to attract attention to your brand, increase its recognition and deliver your advertising message to a large number of the target audience – mobile advertising based on our Programmatic platform will help you.

Register and send your questions to our email hello@byyd.me

What should seasonal content be?

Seasonal content helps to effectively take advantage of opportunities to surge the audience’s interest. It makes the customer’s “pains” obvious and offers a lot of options for solving current problems.

Generation of seasonal content also allows:

• Gather and segment your target audience.

Collecting and segmenting the target audience improves customer interaction. This has a direct impact on sales growth and revenue generation.

• Break through banner blindness.

When a consumer wants something, they are willing to consider all the options offered to them. And since the season is limited in time, a person is more likely to pay attention to the current offer.

• Test hypotheses.

Very often a business needs to introduce new items and get feedback on them. Seasonal projects are just the right way to analyze audience behavior and measure their interest.

Here’s a list of tools to help you develop a seasonal marketing campaign:

• Competitor analysis.
  Check what your competitors are or are not doing – this will give you an idea of the state of the market environment. Based on this knowledge, you can build a competitive and unique promotional offer.

• Evaluate the effectiveness of past ad campaigns
  Research the past seasonal campaign. This will help you to see mistakes, analyze them and, based on the results of the analysis, make effective offers.

• Creating traditions
  If any of the creatives or slogans were successful, why not use it in a new project? Some fine-tuning and adaptation to changing market conditions will make elements of interaction a tradition.

• Analyze search queries
  Search queries reflect the interests of users. It’s simple: what the audience is interested in, that’s what they type in the search bar.

There are services that show what, how often and in what quantity the audience asks for from search engines. Google.Trends is the most popular among digital specialists.

Seasonal advertising campaign: key steps

After a preliminary analysis of the audience and market, you can launch an advertising campaign.

We’ve outlined the key steps for you to follow.

• Use a variety of advertising tools

A structured and detailed Customer Journey Map will help predict where and how audiences will contact the brand.

But to increase the number of successful interactions, it’s wise to use all available communication channels and advertising tools in advance: television, radio, outdoor and mobile advertising.

• Track Results

Tracking results allows you to measure the effectiveness of the time and money invested in your marketing campaign.

ROI (return of investment) is often calculated at this stage. This helps to understand which campaigns bring the most profit, how to optimize the budget and which strategies are worth to be focused on in the first place.

• Create promotional offers

The season is limited in time, so it’s critical to use all available ways to attract and hold your audience’s attention. Here works great promotional offers – discounts, bonuses, sales.

However, the offer must be profitable for the buyer. In this case, promotional offers will not only increase demand and sales, but also strengthen customer loyalty.

• Use programmatic advertising tools

Mobile ad campaigns on programmatic platforms can achieve multiple goals. These include attracting attention, increasing visibility and encouraging audiences to take a targeted action. These are important indicators for seasonal campaigns, because if there is no awareness, there are no sales.

On the BYYD programmatic platform, we help businesses to solve image problems, improve performance and get their message to the target audience.

Read our cases and incorporate programmatic into your strategy now.

• Optimize your site

For advertising campaigns, we often use one-page sites that provide information about a specific product only. This is done for user convenience and the effectiveness of the advertising message.

If you use such a one-page site (landing page) in your seasonal campaign, make sure it works properly and update the information regularly. It is also important to use seo-tools: your site should reach the first positions in search engines long before the season starts.

The same rules can be related to a multi-page site.

During advertising campaigns, the BYYD team prepares brand-specific landing pages. So, we made a landing page for the advertising campaign of “Dubai Shopping Festival”.

Conclusion

Seasonal marketing is a simple and straightforward way to attract an audience. If used wisely, it will expand business opportunities, attract interested customers and increase sales.

It’s important to be able to analyze your competitors, take into account relevant search terms, and remember to use image communication channels to increase brand awareness.

If you want to launch a summer mobile advertising campaign that your audience will love and bring profits to your business, contact us through the form on our site.

We’ll help you reach all your goals!