We Love Seasonal
Sean Cushing, Director
Product and Vertical Marketing
There’s much to love about marketing promotions — and even more when you add a seasonal tie-in. Promotions increase brand exposure and extend the reach of your message, helping your business stand out from a marketplace crowded with competitors. Promotions help you win the hearts and minds of prospects and customers all year long.
Align marketing strategy with a promotional calendar
One consideration for your marketing strategy is timing of course, but not just for your business and your industry. You should also take into account a holiday and observances calendar too. It doesn’t matter if your audience is consumer or business. Everyone is exposed to advertising and news reports about general events and occurrences like the Super Bowl, Valentine’s Day and Employee Appreciation Day. Why not ride on the coattails and momentum of those efforts?
One piece of advice: Don’t just purchase the lowest promotional item available. Quality matters because if the item falls apart easily, is poorly constructed or doesn’t work, all of those characteristics could be associated with your brand and company … an epic fail for sure.
Be relevant and stay on brand
Rather than take a broad approach with this technique, be selective and ensure you’re choosing the most appropriate events and observances in your promotions. A colleague of mine shared a great example with me. She shops at Publix, one of the 10 largest supermarket chains in the country. In the past on Earth Day, these stores have given away branded reusable green bags and a small version of the bag on keychains. The grocery store has a strong commitment to the environment and expertly used this national observance to reinforce those practices. Publix’s promotions definitely came from the heart and continue to drive loyalty among customers.
Tips for selecting the right promotional product
It never hurts to repeat this advice even if you’ve been in the business for years:
- Choose a durable, practical product recipients can use for a long period of time.
- Link the promotional item to your product or service to achieve greater awareness.
- Be difficult to ignore with bold, bright colors and a creative design.
- Consider how the item will be distributed (i.e., light and easy to pack if shipping or mailing; convenient to travel with or pack in luggage if used at a trade show).