Taking Advantage Of Seasonal Campaigns In Marketing
Written by Digital Impact Solutions on July 21, 2016
Did you know there are only 156 days left till Christmas? How did that make you feel? Did it make you groan inside? Did you say to yourself, why is he saying that? It’s too far away to be talking about planning for the seasonal break!
According to Campaign
“Annual events such as Easter, Halloween and Mother's and Father's Day have long provided retailers and manufacturers with a convenient annual hook for promotions, which can increase footfall and sales. And the evidence suggests UK consumers respond well to them. Retail analyst SPSL estimates that, on average, seasonal events (excluding Easter and Christmas) increase shopper numbers by between 6%-8%, while the British Retail Consortium (BRC) shows that Valentine's Day alone is worth approximately £2.4bn to the retail sector.”
Well if your online presence revolves around taking advantage of Christmas sales then you need to start thinking about it now. Whether it’s directly taking advantage of the season i.e Christmas cards, gifts or promotional items or even non-direct selling such as special offers or targeted seasonal campaigns.
With good quality SEO taking months to get in place, you may have even missed the boat already, here we outline key ways to take advantage of seasonal selling
In order to take advantage of specific seasons or events, you need to make sure you have pages that are optimised for this. If you sell products or services that are tailored to Christmas for example, make sure you have either a category page or service page setup for this all year round, to allow those that like to plan ahead to find seasonal items easily on your site. Make sure you label the pages effectively for example “UEFA 2016 England Flags” or “Christmas Greeting Cards” in the URL of the page, the title, headers, category and text.
If you are in the hospitality business making sure you allow adequate time for people to book Christmas parties through blogs posts which can then be sent out as newsletter to existing or past customers or clients.
Take advantage on conversations on social media and Google AdWords. Using sponsored ad posts you can take advantage of conversations regarding seasonal events or keywords on social media. You can filter these by various demographics including age, gender, hobbies, geographic locations and disposable income. With remarketing for those that have visited your site, you can show your advertisements or offers, on other website’s your visitors frequent. Basically your advertisement seems to follow them around the web.
Concept marketing is a great way to combine your services with those whose products or services compliment your own. For example, if you are a wedding photographer, you may want to consider, offering a combined offer with a frame shop or a site selling wedding photo albums. For hotels you may want to team up with a local events company for discount booking for guests of the hotel. In summary with plenty of planning you can easily take advantage of the good feeling factor of seasons and events. Knowing who your customer is, what they are likely be searching for and where they like to hang out, can vastly increase your conversion.