The keys to making seasonal marketing worth your while

Americans and their Fall marketing needs to be studied… because that sh*t is crazy.

We’ve moved far beyond the Starbucks tall Caffè Americano with two pumps of cinnamon dolce syrup, one pump of pumpkin syrup, a splash of milk, whipped cream, and sprinkles.

Since its inception in 2003, the coffee giant has sold hundreds of millions of Pumpkin Spice Lattes. In fact, the lifetime sales of the PSL are about to surpass $1 billion.

Today, pumpkin spice is everywhere, from beer to deodorant to Martha Stewart CBD gummies.

But Pumpkin Spice Latte is not just a flavour. It’s a feeling.

And coming from New Zealand, this fascinates me. American Fall culture is bigger than any celebration we have here, at any point of the year. There is nothing that transforms our shelves, social feeds, and homes the way Fall does in the U.S.

And as Summer is currently turning to Fall in the top half of the world, many marketers are turning their attention to harvest the opportunities of the new season.

But seasonal marketing has such a short shelf life. Is it even worth it?

According to AdAge, grocery items with seasonal branding tend to have the greatest impact on shopper habits.

However, leveraging the seasons to sell is risky business.

Sell the upcoming season too fast, and you look exploitative, like you’re just trying to make a quick buck. Wait too long, and you lose out on a valuable marketing opportunity – and lots of revenue.

So, what’s the best way to capitalise on the cosier climate?

Firstly, get your timing right.

According to AdAge, almost half of Americans think September is the most appropriate month for brands to include seasonal fall themes in their messaging, displays, and products. Apparently, August is too early and, by October, the ship has sailed.

So yeah, the window is short. September is now. Blink and you’ll miss it.

If your brand nails the timing, you have a huge advantage as resonating with your consumers.

The latest research from The Harris Poll shows that 73% of U.S. adults are likely to buy a seasonal or limited-time fall grocery item. Americans in the 35-to-54 age bracket are especially likely to do so, at 83%. So age targeting is clearly a factor, too.

Gender also plays a role in targeting seasonal shoppers.

Men and women shop differently. We girlies report we’re likely to buy a little seasonal treat or limited time Fall grocery item more often than guys – with 77% of us interested, as opposed to 70% of men.

Obviously, Fall marketing is not exclusive to women. But we generally gravitate toward such items, marking a difference in our levels of consumption.

When creating seasonal content, be agile.

Plan your content in short increments of time, rather than in bulk. This allows for quick adaptation and optimisation, while also leaving room for ad hoc messaging. Content moves at the speed of culture (which is very fast!).

Create values and a purpose that is evergreen. Play with seasonality. But leave that wiggle room to tap into current conversations and culture. Be on the lookout for the plethora of memes and trends that will come around this amber season.

Personally, I’ll be waiting for the fashion girlies to pop out so I can take notes for when Fall comes around here next year. Thank you, queens.

-Sophie, Writer