How To Plan A Seasonal Marketing Campaign
October 10, 2018
Seasonal events and holidays present incredible opportunities for businesses, but remember that with great opportunity comes great responsibility. In order to really capitalise on these times of year, it’s essential that you have a detailed and thorough plan in place. Don’t worry, it’s not as complicated as it sounds. To ensure you don’t miss out on any opportunity in front of you, we’ve come up with five essential tips to get your next holiday campaign off the ground.
1. Pick your season
There are plenty of seasons and holidays out there for you to choose from, but don’t just pick one at random. When it comes to selecting your holiday it’s important that you think strategically. Don’t just choose your favourite; instead opt for one that you believe is going to engage your audience the most. Because the bottom line is, if your target audience doesn’t identify and engage then you’re simply not going to see results from the campaign. If you’ve already conducted your audience research, then you should have a pretty good idea of what they’re going to like.
The next step here is to do a little bit of external research; an outsider’s opinion can really help to give you a headstart. Try reaching out to online publications or journalists who have covered similar content in the past, and don’t be afraid to ask them some questions. What makes them run with a press release? What catches their eye? These are the people you’re going to be pitching to, so getting their inside scoop can really help.
2. Get the messaging on point
When it comes down to it, a seasonal marketing campaign really is no different to any other kind of marketing campaign that you run. There are specific points that you need to think about in advance in order to get the messaging just right…
What journey do you want the customer to go on? What story are you going to tell them?
What emotions do you want your audience to feel?
What call to action are you going to include to encourage your audience to take the next step?
3. Timing is everything
We don’t just mean sending out a festive campaign in time for Christmas – that goes without saying – but we also mean ensuring that you have a fully planned out and step-by-step schedule of when each stage should be completed.
While the boom of digital journalism has made it easier for agencies to get placements for their clients, it also means that editors and writers are bombarded with dozens if not hundreds of press releases and pitches every single day. And that’s just a typical weekday, so imagine what their inbox looks like during peak seasonal times or a holiday. With all that in mind, here’s our top tip with regards to timing…
Have your content ready, written, planned and prepared to send at least two months before the event. If you’d like, go even sooner.
4. Align everything
Nowadays a marketing campaign doesn’t just take place on one platform, but rather stretches across as many as possible in order to ensure maximum reach. So it’s essential that every marketing tool at your disposal is lined up and working towards the same goal.
That means Digital PR pieces, content on your own website, social media, email marketing and any traditional forms of marketing that you do such as brochures or advertising signs. Not only should they all be carrying the same message across the board, but they should also have the same typography and colour scheme, and start and end at precisely the same time.
5. Remember to report
Reporting may be one of the less fun parts of a marketing campaign, but it’s also one of the most important. If you don’t evaluate how well you have performed, how are you going to know what works, what doesn’t and what you can do in the future to make sure the next campaign is even better?
Take a look at where most of your traffic is coming from, which pages have the lowest bounce rate and most number of visitors, along with which ones are converting best. And don’t be afraid to use this information during the campaign by tweaking your approach on the go. A plan doesn’t have to be rigid and unmoving, so go with the flow and adapt along the way.