As marketers “entering the conversation already taking place in the customer’s mind” (Robert Collier), we know that conversation includes the current season and holidays This makes the seasons and holidays great “hooks” for advertising and promotions.
Retailers of jewelry, clothing and other gift items depend on the winter holiday season for heavy spending. The Friday after Thanksgiving is called “Black Friday” because the income statements for those businesses go from “red” (losses) to “black” (profits) on that day.
February through April 15 is “tax season”. This is a natural season for promoting tax return preparation businesses. It seems everyone needs an accountant! Since income taxes and financial planning go hand in hand, it’s also a great time for financial planners and insurance agents to promote using tips for personal financial organization, portfolio management, debt management, retirement, long-term care, and education of children and grandchildren.
Valentine’s Day is a natural for selling flowers, gifts of candy and jewelry, and dinners at fine restaurants.
Easter/Spring is a great time to sell spring wardrobes, stuffed animals, and candy.
The summer season is a natural for swimwear, summer clothing, summer sports, and travel. It’s also the time for summer picnics, gatherings and grilling.
Autumn is the time for “back to school” clothing sales for children and fall wardrobes.
Halloween is the second most-popular holiday. It’s the time to promote decorations, costume sales and rentals, and parties.
Winter is the time for winter clothing, boots, jackets, and umbrellas. Winter sports also require investments for equipment, lessons, ski lift tickets, ice rink time and ski resort travel. Winter is also a great time to promote holiday decorations, cookbooks for holiday treats, and dinner parties. Winter is also the time for year-end tax planning.
With a little imagination, almost any business can “hook” seasons and holidays into their promotional communications. Think of how Coca Cola, which you might think is a summer soft drink, created the “modern” image of Santa Claus to identify itself as a Christmas drink!
Chase’s Calendar of Events is a great desktop resource to find holidays and events to use in that effort.
Would you like help preparing a seasonal promotion? Write to me at mgray@profitadvisors.com to schedule a complimentary initial consultation.