Seasonal marketing is one of the best growth marketing opportunities for any brand, category, service or product. You can bank on increasing your sales – if you execute it correctly. Understand the dynamics of campaign delivery, creative messaging and seasonal association to optimize your campaigns in the most impactful ways.
1. Target broad – Take advantage of the upcoming holidays to reach NEW customers. During this time, consumers are taking the time out to read reviews, explore new brands and try new products. Don’t assume you know your ‘perfect customer’. Keep your initial audience targeting broad.
2. Lean into the TOFU – In this season, consumers generally know what they want. Drive conversions by playing to their actions. Did they add-to-cart? Are they staying on one page? Don’t rush them into the purchase, more-so nurture them where they are. Optimize your campaign toward the higher funnel events.
3. Keep creative fresh – Its just easier to set it and forget it but we are trying to reach success. Brands that refresh creative at least 1x per week for the duration of the campaign see better performance, avoiding banner blindness. Break their daily routine with new, vibrant and attention-grabbing imagery.
4. Empower your landing page – Draw your visitors attention to the right things. Whether that is decorative buttons, additional banners or more, personalize your landing pages to play to the seasonality of why they are exploring your brand, product or services. It’s key to remember your brand identity, don’t get carried away, making your brand holiday cringy.
5. Challenge your Customer – Adding in a gamification element to your campaign can provide an experience break that will stand out. Experiences like challenges increase user engagement, potentially leading to more sales or conversions.
6. Make your CTA count – The CTA is equally important as the campaign itself. Draft a list of creative, fun and effective CTAs. Think outside of the box of what actions you want a customer to take. For instance it could be to request a sample, receive a 25% discount instantly, claim the deal or other creative CTAs based on your campaign.
Make your business or brand stand out. This can be one of the most opportune times to connect with your audience, fostering a dessert, emotional connection between them and your brand. Choosing rich, appropriate tactics will build trust and credibility with customers, as they benefit from well-designed campaigns. A win-win for everyone!
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