Maximize Sales Demand for goods and services is not malaysia whatsapp number data always stable. There are things that people buy only in a certain season: sandals in the summer, studded tires for a car in the winter, Valentine’s cards for February 14. To maintain a sufficient level of sales at all times, the marketing strategy must adapt to fluctuations in demand.
Seasonal marketing works for a limited time, often very short, so the preparation of such advertising campaigns is even more responsible than usual. If you fail to implement the plan in time or do it incorrectly, you will have to wait a whole year to try again.
In this article, we will tell you what seasonality of demand can be, what advantages such marketing provides, and how to launch a temporary advertising campaign. We will also provide examples of brands.
Maximize Sales What is seasonal marketing
Seasonal marketing is the process of dignity above all else changing a brand’s advertising activity based on demand fluctuations throughout the year. In some periods, consumer activity decreases, while in others, on the contrary, it reaches its peak. Marketers must adapt campaigns to customer behavior to achieve the best results.
What influences demand: changing seasons and weather (warm season gives way to cold season), holidays and other events. For example, insect repellents are bought in summer, but nobody needs them in winter. Also, chocolate snowmen and artificial Christmas trees are sold only before the New Year.
Seasonality is divided into three levels, which are assessed based on the decline in sales.
How to know the demand for a product in the future
To plan marketing activities, the seasonality coefficient is calculated. This metric shows in which month of the year sales increase and in which they decrease.
Calculated monthly using the formula:
Seasonality coefficient formula
The result will look like this, for example:
To calculate average sales for the year, you need to add up the number of goods (services) sold for each month and divide by 12.
There are more in-depth ways to study the seasonality of demand. The ratio of market fluctuations over a month to a year or a period of several years shows the seasonality index .
Why Seasonal Marketing Is Necessary
Marketers take into account the seasonal cn leads demand factor to retain or attract more customers for the business and make them the right offer . Changing periods of purchasing activity are also opportunities for growth and development.
What are the benefits of seasonal marketing :
Increasing sales due to the rush for some goods. Especially when the client has an urgent need. For example, there is a strong heat in the city, and the demand for seasonal services, such as air conditioning installation, increases. Or another option – people go to stores to buy up all the fans in stock.
This is where the “dormant” customer base returns – people who are already familiar with your brand, but are waiting for discounts on seasonal products. Or they simply make a purchase because the product has become relevant for them. For example, a person subscribed to an account of a sunglasses store in winter and followed the content, and bought it in the summer.
Attracting new customers . When the types of demand change from low to high, it is easier for a business to get new customers. People themselves are already looking for certain seasonal goods and services.
Increased recognition . Seasonal fluctuations in demand are an opportunity for a brand to make a name for itself and enter the market with its offer. Special promotions, creative advertising campaigns that distinguish a business from others will make it recognizable and attract customers through various promotion channels in marketing.