What do the seasons mean for marketers?

With Halloween right around the corner, it got me thinking about all the different seasons there are in the year here in the UK. But also about what this means for marketers.

One of the main things I need to do as a digital marketer is keep with the times, but also with the season. There’s no point advertising thick woolly socks in the middle of summer, in the same way there’s no point buying them.


So what do the seasons mean for marketers?

From my own personal experience, using the seasons of the year is a great help when coming up with content. If I’m really stuck on what to write about or what image to create, I often turn to what time of year it is and how that time links to to client I’m writing content for.

But from a sole selling point of view, the seasons are a great way to boost sales as at different times of the year people are more likely to but certain things. Seasons also mean marketers can link the product to the time of year which then makes the product more relatable to the customer. A customer that feels personally attached to a product is a customer that is more likely to purchase the product.
For example; Christmas is an easy time of year to target young mums with toy adverts and cute little Christmas novelties like meeting Santa with your kid.

Take Lucy for example, she’s a 24 year old say-at-home mum whilst her husband goes out to work. It’s Christmas season and she’s actively seeking things to do with her young child and her husband so they can all go out as the little young family they are.
As she’s scrolling through Facebook, moments after little Harvey’s fallen asleep for his afternoon nap, she comes across a Facebook ad informing her of an evening Christmas shopping event happening in her local area. There’s raffles, mulled wine, Santa’s grotto and all the shops are open later so she can get those last minute Christmas bits she just hasn’t got round to buying because she’s spent all of her time watching over her son.
There we go. SOLD.

So making products or events relate to the season as well as the customer is how to drive sales and obviously the seasons play a massive part in that. After all, it’s no secret that Christmas is becoming more and more commercialised - more about money and business than the lord and savior himself.


Is it just seasons you can link products or events to?

No! You can relate a product or event to anything you like! seasons just make it easier for marketers to come up with content. You can relate products r events to certain lifestyles of age groups or anything else your heart desires. The more creative the better!

But, one of the big things I have now been paying more attention to is the national or international days. These are days devoted to a particular thing. So I imagine you’ve all heard of ‘pancake day’? Well what if I told you there was a ‘National Hermit day’... sounds really random right? Well pretty much everyday of the year is devoted to something and this is something I educate myself on all the time so that I can look out for days that relate to clients. I can then write posts/content that relates to that day on the client’s behalf which also makes the client come across as very aware of their particular field of work and what’s going on regarding it.

Overall, seasons and special days are a big part of a marketer’s life and it makes for great content inspo!