Spring 2022 has almost sprung here in the Southern hemisphere, you can see it in the blossoming buds of flowers, trees sprouting their new leaves and for those sensitive to pollen, I am sure you can feel it with each consecutive sneeze. There is just something that makes each season a unique experience. Each season offers something different be it the beautiful blossoms in spring. The sunshine-filled days of summer. The earthy tones of autumn or the cozy cold winter nights in front of a fire. Businesses have started to capitalise on these unique experiences seasons offer. It is called seasonal marketing, an idea that there are key times during the year that can help you sell more. To help you get behind the secrets of seasonal marketing and why businesses use it the following is discussed: What is seasonal marketing? What are the secrets behind seasonal marketing? (from a behavioural economics perspective), and should seasonal marketing be incorporated into your marketing strategy?
What is seasonal marketing?
Seasonal marketing is when businesses market their products or services to align with a specific time of year (season or holiday) to increase traffic with the goal of getting more conversions (indeed.com). Seasonal marketing is a way to appeal to a customer's needs as a result of a specific season or holiday (indeed.com). Think about your urge to buy chocolate Easter eggs during Easter time or the increased likelihood of buying a bouquet of flowers on the first day of spring. A truly South African example is a surge in meat specials near and during Heritage day because let's be honest is Heritage day really complete without meat sizzling on the braai?
Seasonal marketing takes place throughout the year; consumers may have come so accustomed to it, that it seems "natural" for sales or promotions of specific products or services during that specific time of the year but it is not the case. It is a strategic marketing effort that leverages the change in seasons and with it a change in people's moods, preferences and behaviour.
What are the secrets behind seasonal marketing? A Behavioural economic perspective.
Definition of Behavioural Economics
Behavioural economics is an academic discipline concerned with human economic decision-making and all the psychological aspects that influence the choices humans make in this regard (digivate.com). It can help one to better understand and predict human behaviour in certain situations (digivate.com). It does not believe that every economic decision made by humans is indeed rational and that mental shortcuts are used to make quick decisions that may not always lead to the best choice.
Seasonal marketing can be an effective marketing strategy because it effectively uses the power of scarcity. Secret #1: Scarcity in terms of a behavioural economic perspective is the idea that the less there is of something, the more valuable it tends to be which increases a person's need and drive to obtain it. You may have seen this countless times when presented with a time-limited offer or limited edition item. Seasonal marketing works in the same way. The promoted product or service is only available during a specific period or time of the year (season or holiday). If you don't act now, at this particular moment in time you'll miss your chance to obtain the deal. A great example is Black Friday, a day where big deals and specials are promised to happen only for that time period and with it sometimes, items for sale are only available in limited quantities. This creates a sense of urgency among consumers to act now rather than later when the deal might no longer be available.
This brings us to another behavioural economics principle, or seasonal marketing secret #2: used in seasonal marketing, termed loss aversion which posits that humans tend to feel more regret when losing something they already have (real or perceived) than gaining something they don't have (digivate.com). For example, if a seasonal marketing campaign presents a great deal and highlights what a consumer might "lose" if they don't act now they are making use of loss aversion to make the offer seem more desirable.
Lastly, secret #3: seasonal campaigns also make use of priming or priming effect, where an association can form, usually unknowingly, when presented with a stimulus related to sight, sound, smell or touch (thebehavioursagency.com). Seasonal marketing is known to create an experience or feeling associated with a particular holiday or season and when presented with a product that sells an idea or association consumers might be more inclined to make the purchase. Think of buying flowers in spring or that dreaded by some loved by others fruit cake purchase around Christmas time because it fits with the festivities.
Should you incorporate seasonal marketing into your marketing strategy?
The answer: It depends.
Seasonal marketing can be a great way to ensure you capitalise on increased traffic or the spending behaviour of consumers during specific times of the year but before you just jump on the seasonal marketing bandwagon - or any other bandwagon for that matter - make sure it aligns with your brand identity and purpose (businesslive.co.za). In the end, it is always important to first consider if the strategy you'd like to implement aligns with your brand, its purpose, values and overall direction. If it ticks all those boxes then go ahead but don't just follow suit just because...If consumers feel that your marketing campaign is "out of touch" with your overall brand they might perceive your brand as opportunistic. This can be negative for business. Just as much as seasons can help you sell, remember authenticity helps you sell too and is a much more important factor when it comes to building brand trust. It is however important for businesses to be aware of these marketing trends and strategies because it has the potential to increase brand awareness, engagement and conversion. Seasonal marketing can be a handy marketing strategy to ensure you have a marketing plan all year round but it is essential that the marketing seems "natural" and fitting for not only the time of year but also your brand (product or service).
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