Seasonal Advertising: Is it worth the hype?

Seasonal marketing can help boost product sales and revenue by attracting new and existing customers to special deals.

Seasonal marketing isn’t a complete brand makeover, it’s tweaking your branding to fit a season or holiday. It is an important strategy for companies to consider when marketing themselves as it can help increase your profits, build loyalty and strengthen your company’s identity.

People love the seasons and doing seasonal things, and your company should reflect this. Look on any social media platform during the New Year, and you’ll see ‘new year, new me’ health campaigns, green smoothie recipes and discounted gym memberships. This is just one example of seasonal appeal that hits consumers at a particular time of the year.

One disadvantage of seasonal marketing is the cost, a Christmas ad, for example, can be very expensive and if not applied correctly, can be a waste of time and resources. An example of a failed Christmas ad is one by Iceland, aimed at raiaing awareness of the high consumption of Palm oil we use, and the impacts its having on our wildlife.

Iceland's Christmas campaign had to be pulled from TV because it had been deemed to breach political advertising rules. This resulted in Iceland making a huge loss as the advert they spent so much time trying to perfect was never aired and didn't get the response they hoped for.