As Christmas looms around the corner, many businesses are well and truly entangled in festive seasonal marketing. But seasonal marketing isn’t just for Christmas, you can bring it into your sales strategy all year round if you want to!
We’ve been thinking about how you can get involved in seasonal marketing as a printer and we’ve gathered our best tips on making it work for you, here.
1. Get the Emotions Right
Capturing the feeling of the moment is the most important thing to get right in a seasonal campaign. If you can tap into those emotions, you’re much more likely to create a campaign that your customers will engage with.
For example, at New Year, lots of people feel a strong drive for improvement, to achieve new goals. You can harness that drive to help you promote business stationery. Simply frame sales as part of helping your customers get organised for the start of a more professional, more successful year.
2. Start Early!
The whole point of seasonal marketing is that you can predict and plan exactly what time it’s going to be happening. So you’ve got no excuse for being unprepared! You cannot start your planning too early, especially if it’s going to be a big campaign.
Christmas is a classic time where planning ahead is essential so you can be ready for the rush. According to Google Trends, people have been searching for “Christmas Gift Ideas” since the end of July this year! If they’re searching already, you definitely need to start planning.
3. Do What Your Competitors Aren’t
As always, you need to find a way to stand out from the crowd and get yourself noticed. With seasonal marketing it can be a little tricky because the likelihood is that others are picking up on the same trends that you are.
The trick is to find an aspect of the occasion that they’ve missed so review your competitors’ activities and fill the gaps. Perhaps you could come at it from a different angle, capture a different emotion. Or you could cover a channel or platform that they’ve not got much presence on.
4. Mix Things Up with Short Term Campaigns
You might think that seasonal marketing is all about a single campaign going on for a month or more. Of course, Christmas marketing starts as early as November, if not sooner! However, it’s nice to surprise your customers with a short term seasonal campaign every now and then, too.
A popular example would be Black Friday deals but you can create your own flash sales. Pick a national awareness day and promote that a percentage of your sales that day will go to a relevant charity – it makes great PR as well! Or, create a reactive campaign to something going on in the news such as an offer for every goal England score in the world cup.
5. Get Your SEO On-board
If you are holding a long term deal though, it’s worth getting Search Engine Optimisation (SEO) involved to help make people aware of your exciting offers. Updating your SEO can range from just including a few seasonal words in your online ads or it can mean creating bespoke content like blogs.
Take a look at your sales trends and do a quick keyword search to find out what your customers are looking for. Then you can look at tailoring your site content around your findings. Perhaps offer your customers templates for greetings cards at Christmas or for calendars at New Year.
6. Combine Seasonality with Target Customer Profiles
The more targeted you can make your marketing, the better results you’re going to see. Some sales trends are universal across your whole customer base but sometimes there will be peaks in sales from a specific sub-group of your customers.
Sports clubs, for example, see a big increase in print purchases in June – a time when not much is happening on a national level. Instead of holding a broad campaign, like you would at big events like Halloween, target some seasonal marketing at those sports and social club customers that will be preparing for the new season.
We’ve talked before about how you can target your customers from the restaurant and bar industry. Keep an eye out for more blogs like this for other customer subsets.