Seasonal Marketing: What can it do for you?

Seasonal Marketing: What can it do for you? 

By Sarah Bridges

As the seasons change and different holidays, events and activities emerge, businesses gain new opportunities to cater to consumer needs and behaviours. Seasonal marketing is the practice of adapting your marketing strategy to the current time of year. Seasonal marketing might play on colour scheme, imagery or marketing messaging around seasons or holidays. Here’s a few ways in which seasonal marketing can benefit your business:   

Seasonal marketing capitalizes on seasonal excitement: When holidays approach or the season changes, people become excited. They may be looking forward to holiday gatherings, giving or receiving gifts or enjoying a change in weather and time off work. On a consumer level, people have come to expect special offerings around these times and are on the lookout for them, making them more likely to do business with you.  

Seasonal marketing can meet customer needs: Customer needs change with the seasons. For example, in the summer your customers might be focused on decking or other outdoor/cottage projects, while in the winter heating, insulation and other indoor focuses with be at the forefront of many people’s minds. With a little research, you can proactively target your customer’s needs in your seasonal marketing messaging.  

Converting leads to paying customers: Leads who are aware of your business but haven’t yet committed might be more interested in doing business during seasonal promotions. Utilizing seasonal marketing can bring these people on as a customer and give you an opportunity to show them why they should keep coming back.   



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