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5 Tips For A Successful Seasonal Marketing Campaigns During The Festive Period

Seasonal marketing becomes even more prevalent during the festive season. In simple words, seasonal marketing is nothing, but the process of marketing products and services during a certain point of time in a year.

With Digital India progressing at an unprecedented pace, the festivities and marketing have also taken a digital turn. Social media and influencer marketing programs remain to be the key points of focus for brands this festive season. Dhanteras and Diwali are considered one of the most widely celebrated festivities of the year and hence brands focus on marketing their products/services aggressively during this season.

Different festivals come with different opportunities for brands to thrive in their business. Major businesses conduct 30-40% of their sales during this period. Also, as per a report by The Trade Desk, 91% of Indian consumers shop in the festive sales, as optimism in on the rise after the pandemic.

Thus, seasonal marketing becomes even more prevalent during the festive season. In simple words, seasonal marketing is nothing, but the process of marketing products and services during a certain point of time in a year. This point in the year is generally chosen on the high buying capacity of the consumers. Several factors such as consumer behavior, buying capacity, buying patterns are all kept in consideration while designing seasonal marketing campaigns.

The reason why seasonal marketing campaigns take an upper hand over other marketing campaigns is that this is the time of the year when consumers are bound to make some purchases, such as the sales of lamps, lanterns, crackers, clothing are at an all-time high during this period. But what is the key concern for the brands in this competitive market is how to master the game of seasonal marketing?

Here are 5 tips for successful seasonal marketing campaigns during the festive season. So, let’s get started!

1) Keep a keen eye on growing demands!

It is important to keep an eye on the demographic and behavioral patterns for customer demands, especially during the festive season. The buying patterns have changed drastically since the pandemic broke out and have gradually evolved during the past two years. Hence keeping a regular tab on the customer patterns and demands is what will lead to profitable margins. It’s during these times when you will see price cuts, offers, discounts, etc., from your competitors. Hence, it is important to constantly track these changes.

2) Stick to the latest trends!

As discussed above the consumer buying behavior has changed drastically in the past 2 years and therefore, keeping an eye on the latest trends will help you work on a strategy that will lead to favorable outcomes. Stocking unnecessary goods without analyzing the latest market trends will lead to major losses.

Create marketing plans around the promotion of the latest trends and use tools such as Google Trends to analyze the popularity of top search queries in Google Search across various regions and languages. This will help you in keeping a track of the new possibilities and help you stay up to date in the market.

3) Choose the correct seasonal opportunity!

Seasonal marketing doesn’t mean you can promote any product or service you wish to. First, research thoroughly, and then analyze whether, in a particular season, your customers are going to resonate with your business or not.

For example, if you run a clothing business, Diwali is the right time to market it and make a connection with your audience. It’s because your audience is most likely to purchase some new set of clothes for Diwali festivities.

4) Focus on your campaign messaging!

Be it an everyday marketing campaign, or a seasonal campaign, focusing on brand message is crucial. As a brand, you must communicate a strong message during the festive season to be able to make a mark amongst the audience.

To develop a strong brand campaign, decide the theme of the messaging, emotions you want to evoke, and a call to action. Customize the messaging according to your audience and create a connection with them.

For example, Mochi, a shoe brand, launched a seasonal marketing campaign on Raksha Bandhan. The motive of the campaign was to provide hacks that a guy can use to avoid getting into the dreaded bro zone on Raksha Bandhan. So, no ‘Happy Raksha Bandhan’ message, no discounts upfront, just insightful, and relevant communication that managed to touch the right chord of the millennial customer. And the results? Well, it drove greater engagement and conversions.

5) Leverage influencer marketing!

Influencer marketing is the most widely accepted form of marketing today, owing to its target and wide reach. Influencer marketing has tapped the market for the topmost brands and all organizations today dedicate more than 50% of their budget towards influencer marketing campaigns.

Influencer marketing can help you in reaching not only a wide but a niche audience. Furthermore, you can expect an increase in conversion rate because people trust the recommendations of the influences.

The best way of designing an affordable influencer marketing campaign is by collaborating with nano and micro-influencers in your niche. They cost less and have a higher engagement rate as compared to mega and celebrity influencers. Hence, with influencer marketing campaigns you can tab the large pool of audience and get into gaining traction and profits.

The above tips are not guidelines but essentials for the success of your seasonal marketing campaigns.

Source: Business World

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