WHEN THE CALENDAR MARKED YOUR COMMUNICATION
Throughout the year there are different dates, such as holidays, Christmas, Mother's Day, etc., in which it is essential to apply specific business or communication strategies. When holidays approach, your company has different needs than the rest of the year, right? On the one hand, you have more demand, on the other hand, your activity is very much framed in specific periods. You have the product, have you thought about how you communicate throughout the year? It is essential that you report your activity as soon as you are active, for these reasons seasonal marketing will be essential.
WHAT IS IT AND HOW TO APPLY IT
It is about segment the year taking into account the different special dates, to carry out specific actions and achieve greater impact among the public. That is, they are temporary plans on specific days or holidays. During these dates, sales and consumer interest are higher, which is why it is important to communicate differently.
- Christmas
- Sales
- Black Friday
- Cyber Monday
- Specific day: Mother's Day, Valentine's Day, Sant Jordi...
- International day related to your company: Pet Day, Ice Cream Day, Photography Day...
In these times, the competition also creates unique campaigns, causing the customer to become saturated and lose interest among so much information. That is why you have to think carefully about your strategy and create original and attractive content. The steps to follow are:
- Set the calendar: Mark the dates or periods in which you want to make communications.
- Actions: details what and how to do it. Planning is essential to avoid errors and create content on time.
- Adapt the product or service: Adjust the product or service to the temporary characteristics. Create offers, gifts, etc., making the deadline clear, this point will help you reach new audiences.
- Communication channels: Intensify and create content for the different channels you want to use: social networks, website, blog, email, etc.
TYPE OF SEASONALITY
Not all products or services have the same characteristics and, therefore, the same strategies are not applied. We can classify them as:
1. ACTIVITY AT A SPECIFIC TIME
It is the case of products and services that are marketed at a specific time of year, such as sunscreen, skiing, nougat, etc. In the consumer's mind, it is also linked to a single period of time. A specific case Ferrero Rocher chocolates are of this type. The product, due to its quality, is only marketed in winter and, for this reason, it focuses on getting the public to associate them with this season and Christmas in particular.
2. STOCK CHANGES ACCORDING TO SEASON
There are sectors, such as fashion, that serve products all year round, but the stock to offer changes according to the customer's needs, since winter clothes are not the same as summer clothes. An example is the El Corte Inglés campaign, we all have phrases in our heads like “It's spring at El Corte Inglés”.
3. PROMOTION OF SPECIFIC PRODUCTS
The last typology is products or services that are not limited by seasons, but they can be consumed throughout the year. In these cases, however, special promotions and communications can be created to promote some in particular for specific dates.
TIPS FOR GOOD SEASONAL MARKETING
- Don't lose the essence of your brand, seek to strengthen it.
- Get your message across without overwhelming the audience.
- Don't force a message that doesn't align with your activity just to meet the deadline.
WHAT WE DO FOR YOUR CAMPAIGN
In seasonal communication, it is essential to resort to creativity to stand out from the competition, without losing our brand values. We can use emotion to build customer loyalty and establish bonds with them, the personal and human touch in commercial activities makes consumer trust higher.
Girona Frame We prepare your campaign, from a greeting to something more interactive, in different formats:
- paper
- newsletter
- video
- slide
- banner
- full campaign
Contact us and we inform you.
