You’ll note that the Future Visions website is void of any British flags, crowns, slogans or promotions tied to the Jubilee bank holiday.
While some businesses jump on seasonal promotions others prefer to create offers and marketing campaigns on their own terms.
12 Months of Seasonal Madness
The last twelve months have been jam packed with unusual seasonal holidays, such as the wedding of Prince William and Kate Middleton, the Queen’s Jubilee anniversary and of course, the Olympics.
All of these ‘one off’ holiday periods have been used by businesses to promote offers, sell services and push products.
While the idea might seem like a good one at the time, you have to wonder if this method of marketing is worthwhile.
The Challenges of Seasonal Promotions
There are a lot of challenges related to seasonal promotions. For a start, you have to spend time having a think about how you can use elements of the seasonal holiday within your own marketing campaign.
Then there’s the time spent putting the promotion together and getting the offer to market, not to mention the costs involved with redesigning your website and online marketing materials to reflect your seasonal promotion.
Finally, there’s your audience to think about. While jumping on a seasonal holiday may look good to you, it’s important to consider how your promotion will be perceived by your contacts, clients and prospects.
If your business is seen as ‘jumping on the bandwagon’, you may in fact create a negative impact on your audience rather than generating an increase in sales.
How and When to Use Seasonal Holidays as Part of Your Marketing Campaigns
Rather than just running a promotion and hoping for the best, take the time to consider whether a seasonal promotion is really worthwhile.
Before spending valuable time and money putting together a short lived marketing campaign, consider how your offer actually ties into the seasonal holiday, whether the offer will deliver a real ROI, and whether the offer will generate interest or irritation from your audience.
If you do decide to carry out a seasonal promotion, think about how you will get your offer to market. Rather than spending lots of time and money changing everything to reflect your offer (which will then need to be reverted back to your original branding, taking up more time) consider how you could channel your offer via one portal; like a squeeze page, a FaceBook Ads campaign or a single email campaign.
The exclusivity of channelling your offer through one portal alone will make it more interesting and appealing to your contacts.
Should You Be Using Seasonal Promotions?
It’s incredibly easy to think ‘I don’t want to miss a potential sales opportunity’; but it’s crucial that you take the time to consider whether the opportunity will actually generate any additional sales, or whether it will just amount to a lot of hard work, effort and time for a campaign that fails to deliver results that justify the work that was put in.
Ultimately, if you think your offer could lead to wasted time and effort, why not instead spend the time and resources putting together a promotional offer that’s on your terms; and not dictated by a seasonal holiday.
Also, by being different you will stand out! If everyone else is running offers at the same time, why not run your own promotional offer either just before or just after the holiday? You won’t be competing for attention, and you’ll find your marketing campaign is much more effective.
Have a Great Bank Holiday!
Spend some time this bank holiday considering whether seasonal offers and promotions really are an effective part of your marketing campaign; and don’t forget to have some fun this bank holiday!