The process of adjusting your promotional activities at particular periods of the year in order to take advantage of seasonal events, trends, and consumer behaviour is known as seasonal marketing. Businesses can match their marketing messages to what their audience is most interested in at any given time by using this strategic approach.

Valentine's hearts appeared on social media just as the Christmas decorations were being put away. Before you know it, it’s back-to-school season, Eid, Saba-Saba, Nane-Nane, Christmas, New Years and then the cycle starts over.

That is how seasonal marketing works its charm. By using a dynamic approach to promotion, companies may capitalize on consumer trends all year long, transforming possible downturns into lucrative opportunities. 

There are seasonal marketing tactics that help companies thrive all year long and adjust to changing consumer preferences. According to Salesforce research, 68% of customers pay closer attention to business emails during the holidays, making it an ideal opportunity to capitalize on this attention and increase sales. Having said that, seasonal marketing encompasses a wide range of time-specific events and occasions that can influence consumer behaviour, contrary to the common misconception that it is only about the four seasons or major seasonal events like Christmas and Eid. Because they frequently entail gift-giving, festivities, and higher consumer spending, holidays are ideal times for seasonal marketing.

Numerous industries have "seasons" of their own that might not coincide with the year. These seasons can have a significant impact on consumer behaviour and offer special marketing opportunities. Cyber Monday for tech companies, back-to-school season for education-related products, tax season for financial services and accounting software, wedding season for the bridal industry, and flu season for healthcare products are a few examples.

Significant marketing opportunities can arise from major cultural and athletic events, particularly if they are relevant to your target market or brand. Football World Cup, Euro Cup CAF, the Premier leagues, music festivals, music and film award seasons, or regional cultural festivals are a few examples. These occasions frequently create excitement and buzz, making them the ideal setting for special promotions or marketing campaigns with a theme.

Recognizing holidays or weather shifts is not enough for successful seasonal marketing. It requires strategic execution, inventiveness, and meticulous planning. You can maximize the effectiveness of your seasonal marketing by implementing these crucial tactics. In seasonal marketing, early planners get the customers. As they say, "the early bird catches the worm." Make a thorough year-round marketing calendar first. All significant holidays, events unique to your industry, and seasonal shifts that affect your company should be covered. You can start creating campaigns and content well in advance with this calendar, so you're never caught off guard by a season or event that's coming up. Take into account the lead time needed for various marketing platforms.

Make use of past season data to guide your personalization approach. Examine previous buying patterns, interaction rates, and client testimonials to customize your offerings and messaging for various audience segments. Given that more people use their phones while on vacation in the summer, you may want to boost your social media advertising during this time. To draw in high-intent customers during the holiday shopping season, you may want to increase your search engine marketing budget. Digital marketing is all about content, and seasonal content can be especially interesting. Create content with a theme that speaks to the seasonal needs and interests of your audience.

to be continued..

Alley Mtatya (pictured) is the digital marketing specialist based in Dar es Salaam.