How seasonal marketing campaigns could work for your business
With Halloween, Bonfire Night, Thanksgiving (for our American followers), Black Friday, Christmas and the New Year just around the corner, now is the perfect time to start planning your seasonal marketing activities. These present opportunities to engage with your audience, boost sales and raise brand awareness. To help you make the most of your marketing efforts, we’ve answered some of the most frequently asked questions about seasonal marketing campaigns to guide you in executing a successful campaign.
What is seasonal marketing?
Seasonal marketing involves the use of social media, content creation and PR to promote products, services or raise brand awareness during specific times of the year in line with the seasons. This is especially important in the construction sector, with contractors looking to purchase cladding, windows, doors and roofing products during the summer months to make the building weathertight for winter. In winter, the purchases then shift to fitout products such as HVAC, joinery and insulation. Businesses can use seasonal marketing to increase and encourage interest by tailoring messaging and promotions to seasonal themes.
How can I create a B2B seasonal marketing campaign?
A seasonal marketing campaign for B2B companies is designed to leverage the unique opportunities presented by specific times of the year, such as events, or seasonal changes, to boost engagement, sales and brand awareness.
- Set clear goals: Start by defining what you want to achieve with your B2B campaign. Are you aiming to attract new customers, boost sales, increase brand awareness, forge partnerships with other businesses or drive higher engagement? Clear objectives will guide the rest of your marketing strategy.
- Know your audience: A successful B2B marketing campaign hinges on understanding your audience. Tailor your messaging, offers and overall approach based on your target demographic's preferences, behaviours, and needs.
- Choose your channels: Select the platforms where your campaign will run, considering where your audience is most active. Whether it’s social media, email, paid ads, or your website, your channel choices should align with your audience's habits.
- Develop a content calendar and visuals: Plan your messaging schedule with engaging content that resonates throughout the season. Use holiday-themed graphics, videos, and other visuals to capture attention and keep your campaign fresh and relevant.
- Engage your audience: Make your B2B marketing campaign compelling by incorporating promotions, special discounts, giveaways, and contests. These tactics can drive engagement, create urgency, and encourage participation from your audience.
- Measure and adjust: Track the performance of your campaign by analysing metrics such as click-through rates, conversions, and engagement levels.
When should I start marketing for the Christmas season?
Planning for the Christmas season should begin months in advance. It’s best to start planning early and roll out your Christmas campaigns in advance to capture consumer interest.
- Early planning (August – September): Begin gathering ideas and establishing goals for your Christmas marketing strategy. This includes defining your target audience, setting a budget, and developing promotional ideas and content themes.
- Pre-launch (September – October): We always recommend building awareness of your Christmas campaign or promotional offers by launching teasers. This can involve email marketing, social media, website content and product listings.
- Campaign Launch (November): To drive interest, fully launch your Christmas marketing campaign in November in line with the holiday shopping season.
- Peak season push (December): Don’t forget to push last-minute deals and offer gift ideas for friends and family.
When should I start promoting Black Friday?
Traditionally, Black Friday marked the beginning of the Christmas shopping season, offering significant discounts for 24 hours, with stores opening early and closing late to accommodate eager shoppers. However, with the rise of online shopping and changing buyer behaviours, Black Friday is no longer limited to just one day of heavily discounted sales.
Instead, promotions often extend throughout the entire month of November, providing a strategic opportunity for B2B companies to engage with their clients. Builders merchants often choose to use Black Friday to run promotions and our social media campaigns are a great way to let as many of your customers know about the great deals in branch. That’s why we recommend that our B2B clients incorporate Black Friday promotions into their Christmas marketing campaigns to build anticipation, generate interest, maximise reach and generate sales leads.
How long should my Christmas marketing campaign last?
How long your Christmas marketing campaign should last depend on your business goals, targets, budget, and sales performance. Depending on your industry and how your business is performing, you might choose to end your seasonal campaign before closing for the Christmas break. However, if you plan to extend your campaign to promote seasonal products or New Year sales, a post-holiday push can run from late December to mid-January.
Which seasonal marketing strategy is most effective?
Whether you’re focusing on Halloween, Christmas, or any other holiday promotions, the most effective marketing strategy depends on your audience, business type and the channels you already have in place. Here are some strategies that can help you make the most of your seasonal marketing efforts:
- Public relations: If your business is participating in festive activities, such as donations or charity events, use public relations to highlight these efforts. Sharing your involvement with the media can enhance your brand's image and spread festive cheer.
- Content marketing: Create holiday-themed content, such as blog posts, gift guides, and videos, to attract organic traffic and link back to your products, sales, and promotions.
- Social media campaigns: Leverage social media platforms to generate interest and drive traffic to your products, promotions, and website. Engaging posts and ads can link directly to your offers, making it easy for customers to take action.
- Email marketing: Use themed templates for Halloween or Christmas to deliver personalised offers and updates directly to your customers' inboxes. This allows for tailored communication that resonates with your audience.
- Paid advertising (PPC): Depending on your budget, platforms like Google Ads and Facebook Ads can be highly effective for reaching specific audiences with targeted holiday promotions, helping you maximise your reach and drive conversions.
We can help!
Whatever the time of year, Dragonfly PR, as a B2B marketing agency with over 20 years’ experience can support you in boosting sales leads, enhancing brand awareness, and driving growth through PR and marketing campaigns.
For a free no-obligation quotation email hello@dragonflypr.co.uk or call 0114 349 5341.