Micro-Seasonal Sales Events Drive Macro Results
Holidays, Black Friday, Memorial Day, Back-to-School, the Big Game…
What do these seasonal events mean to marketers? Sales, promotions, and campaign rollouts!
The retail calendar is a time-honored and reliable standard in the marketing world. Sales and marketing strategies catered to large seasonal events have been virtually universally accepted. That said, breaking through the noise and making an impact on consumers is extremely difficult.
Micro-seasonal events are a growing trend in the CPG space. Brands are breaking the year down into smaller segments to pack a bigger punch. These events can be influenced by things like small-scale holidays, weather, social media trends, and more. Tailoring marketing to specific less crowded events has proven to be an effective strategy.
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Smartwater based a marketing campaign around weather- a summer heatwave.
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Dunkin’ takes advantage of their connection to small-scale “holiday” National Donut Day for a sales promotion.
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Heinz plays into the social media buzz surrounding Taylor Swift’s attendance at an NFL game to launch a new product.
What makes micro-seasonal events a powerful marketing tool?
Competitive Edge
Large seasonal events overwhelm consumers with marketing messages, especially holiday campaigns. Let’s face it, it is hard to stand out. With much less noise to break through, micro-seasonal events put the spotlight on your brand.
Customer Relationships
Micro-seasonal events create a much more intimate feel for consumers. Not only is it a great way to acknowledge their interests, plans, and environment, but it also creates a meaningful connection. Making consumers feel seen and creating a brand association deepens your connection with customers.
Higher Conversion Rate
Increased customer conversion is a natural result of micro-seasonal events, particularly during slow periods. E-commerce content and in-store displays that capitalize on micro-seasonal events can reap big results by solving problems or meeting customer needs in real time. This is made even more effective by incentivizing purchases. The combination of customer connection, competitive advantage, and a sense of urgency is a winning strategy for increased conversion.
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