We’ll gladly sell you a new promotional item every season but unless these seasonal promotions are tied in with your product or your campaign, you’re probably wasting your money. An effective seasonal campaign must be tightly integrated into your larger marketing strategy. If you want to avoid the pitfalls of seasonal promotional items that don’t provide a good return on investment, you must ensure:
The Season has Something to Say to Your Audience
Celebrating the seasons means little to Floridians, just as celebrating back to school doesn’t resonate with senior citizens. Before celebrating a season or event on the calendar by tying an entire promotional campaign into it, make sure it means something to your audience.
The Item Gets Used Afterwards
The main problem with seasonal items is that people tend to either get rid of them or store them at the end of the season. You don’t want your logoed item in the back of someone’s closet, do you?
The only time this is okay is if the reason behind your promotional item will have ended by the end of the season. For instance, it doesn’t matter if a beach ball used as a kick-off (haha, get it?) for new summer hours of your business gets relegated to the closet after summer because that promotional item’s campaign was limited in its run.
You Connect the Dots
A seasonal campaign must connect the dots back to your business. Why would a pool company get excited about winter? A great sale? Mark down on services? If you’re going to celebrate a season, you have to give your audience a reason.
Sometimes the best way to use a seasonal promotion is when people least expect it. For instance, that pool company we just mentioned could run a July in January campaign, getting people excited about summer in the middle of winter.
Want to talk about a seasonal campaign and how to tie it in to a seasonal promotional item for your business? We’re here to help. Contact the promotional marketing experts at ThinkQuik today.
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