Some businesses lend themselves readily to a seasonal marketing approach such as tax preparation in April or heating system check–ups in Winter. But what if your business does not have an obvious link to Spring, Summer, Fall and Winter? Can you create one?
All businesses have cycles – it’s just a question of when. So, rather than compete with a myriad of other firms all touting the same top ten tips at the same time, you might consider creating your own season. Look for connections between your natural business cycle and holidays, seasonal food items or activities, history, weather–related disasters, or social causes. Then create a marketing program that ties both your product/service with the selected seasonal issue. Try to pick a month where not much traditionally happens and there is less competition for media and customer attention.
Seasonal Ideas
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Quirk works such as “Christmas in July”.
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Create the “The Season for ….fill in the blank…”
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Organize an event around a charitable cause such as a summer food drive when food banks are traditionally short of donations.
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Play on the words “ four seasons” to actually mean all year round, such as “The Four Seasons of Hope” – Yankees Manager, Joe Torre, uses this tag line for his Safe at Home Foundation.
For more information about fostering connections with your customers through target marketing, contact Melissa Wall, Marketing With Distinction, LLC, melissa@distinctmarketing.com or 203–888–9995.
