Mr. Advertising and marketing: What occurred to the seasonality?
Some say I am a fossil. I remember when Halloween was celebrated in October, Christmas was on a day in December, and new car models came out when the television season started in September.
Halloween decorations appear today in July. Christmas month is postponed 20 minutes later, and Valentine’s Day marketing begins around Thanksgiving. The television “season” no longer exists.
So it’s not bad enough that the 2024 presidential race has already started, is it?
Perhaps global warming is responsible, as all the seasons now seem to be blending into one another. Whatever the cause, in today’s brave new world all old rules are forgotten, ignored, or broken.
While I celebrate breaking rules when it comes to creativity in music, food, or art, I sometimes crave well-tried structures.
Those nostalgic feelings rose on February 16 when the Mitsubishi Outlander 2022 was introduced on Amazon Live. This marked the first time a new vehicle has been featured on Amazon Live and the earliest time a new auto season has opened.
It was a big day in the marketing world, with lessons for all of us.
Have you noticed that CPAs are no longer limited to tax season and are now marketing year-round? You can do the same.
Even if your industry has a traditional seasonality, Darwin suggests that you will have to adapt to survive in this new environment.
Start by reviewing your marketing plan and studying what you are selling, when you are selling it, and who you are selling it to. Then, just like you would search for new geographic markets, look for additional time periods to find appropriate connections for your news.
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For example, let’s say you sell chocolate Easter eggs. Logic dictates that this year the season ended on April 5th as we looked at Easter in the rearview mirror.
But there is another opportunity to sell these eggs in September as we celebrate National Bunny Day (September 21st) and National Chicken Month (no, I’m NOT making this up). It could be expanded even further to include Fried Chicken Day (July 6th).
To be successfully heard over consumer cacophony, be mindful of opportunities and use a little imagination. Combining them should allow everyone to improve their bottom line while building on the traditions that have taken your organization this far.
With this in mind, I wish you a profitable week of marketing.
Get the latest marketing tips at askmrmarketing.com.
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