Suggestions for Seasonal Marketing

Autumn is here and, depending on which part of the country you live in, the landscape around you is most likely changing as a result. This time of year brings many other different types of changes as well. In our personal lives, preparations for the approaching holidays often produce a flurry of activity, mental as well as physical.

In our work lives as professional marketers, we're often beset by the challenges that come with shifting consumer goals and thought processes. Holidays can mean target markets that are harder to reach of have less attention span. While these types of challenges may seem daunting, they provide unexpected opportunities for success. Take these following ideas into consideration while planning your seasonal marketing:

Seasonal messaging. While the average consumer may seem more distracted, they're actually very focused—on family. This time of year, our thoughts may ebb away from your product offerings, but it's not a permanent shift, it's merely temporary. Consider offering products with rich personal or familial ties. Another good idea is to pepper your marketing pieces with warm and emotional imagery and messaging that people can connect with.

Economic anxiety. With the roller coaster ride that is the current economy, some geographic areas may be slightly depressed while others may be much more so. Your messaging should be very optimistic and your offerings must be value-rich. Consider lowering your prices to an acceptable point or bolstering what you may consider 'good' offers to 'great' offers. Remember, whether your consumers are affected by a recession or not, value-packed offers and products are timeless. How do you know if your offer has enough value? The litmus test is whether you, as a seasoned marketer, would buy your own product.

Retail psychology. The potential upside of the seasonal market is the fact that most of your target market is geared to buy. But directing them to buy your product or service is what you want to address. Make sure your product or service is well-placed in retail venues or as close as you can get. If you're using direct mail, make sure you draw attention by selecting your colors and fonts appropriately.

Seasonal marketing can be very lucrative if you understand your consumers and are prepared to make the necessary changes in your marketing to get the results you want. Calculated risk is often a factor this time of year, so don't be afraid to take one. You may be pleasantly surprised at the outcome!