By David Holland

January 13, 2017


How to Pre-plan Your Seasonal Marketing Campaigns

Winter, spring, summer or fall, all you gotta do is . . .

Oh wait, we are talking about your seasonal marketing campaign not another James Taylor song, right? But really, there’s so much that most seasons of the year could do for your company. Brace up to prepare for better conversion, return on investment and branding.

Think of a month in a year that doesn’t have any holiday or local special holiday. You probably couldn’t think one. They now even have “National Ginger Day”, “World Cupcake Day”, “Christmas in July”, “Love Your Lawyer Day”, so and so forth.

Whatever the holiday might be -- official or created by the greatest Internet troll -- you can make use of them for your marketing. On official holidays where people are on hype to spend their money, you better prepare to brace the pressure. Because the truth of the matter is, people (and even you) spend more on holidays.

“Do I have the time to do A/B or split tasting on holidays?”

Unlike any other days, A/B testing can be tricky because time is limited for holiday campaigns. In the essence of making seasonal marketing work the first time you execute them, you have to pre-plan for specific seasons. Meaning, as daunting as this may sound, your marketing campaign for these seasons should be as perfect as possible.

If you want to test, make sure it’s quick and efficiently planned. For instance, if it is a 4-day holiday, then you can do split testing on the first day to see which approach works the most and use it for the rest of the holidays.

So where do you begin?

You can learn a lot from your previous seasonal campaigns. Analyze:

  • Which content type works for certain distribution platforms
  • Which branding strategy work for certain season
  • What marketing strategies to avoid
  • When to begin your marketing campaign

Start as early as December to create your next year seasonal marketing plan. Jot down all the special and legal holidays. Check out your local calendar. From there you can create logical marketing campaign tied to the future seasonal themes. By doing so, you are able to plan advance notifications and promotions materials for upcoming seasonal campaigns.

Since you are all prepared, you can strategized plans and build time-limited offer to encourage customers to grab your offers. Depending on your industry, you might have products that sell best on certain seasons. Or, you could make the most of the season by creating offers that suit best for it.

For example, you are an ecommerce selling all type of apparels. On summers you can highlight selling your beach wears; create discount coupons, special offers or a one-time design you will only sell during the summer. You can also offer “summer special discounts”.

Overall, timing and preparedness are key elements to effective seasonal marketing. As soon as the season ended, you should be preparing your materials for the next season. From the most recent campaign, analyze data to see which campaign works, which don't and what could be improved.

Here are some ideas:

  • Build a seasonal marketing calendar
  • Develop a branding uniform according to the season’s theme.
  • Get customers involved by notifying them days prior to the promotions

Since holidays are special, create seasonal themes messages. It could be specific to this special day with values, colors and design specifically made to fit the season. For example, Valentine theme variations of promotions fit well for almost everyone on February 14 as "love" is essentially the key message for this season.

Some approach you can do for seasonal marketing:

  • Make special discount specially for the season.
  • Create lead magnet, landing pages specially for the season
  • Pay-per clicks campaign should be focus on the season
  • Add clearance sale after the season has ended

  • Measure progress with analytics that you can use after the season
About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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