The holiday season is typically a winter wonderland for retail advertisers- with Black Friday and Cyber Monday kicking off the season. During this time, marketers face an audience of potential customers interested in buying products, thanks to the holiday gift-giving traditions. While this is the perfect time for companies to heavily market their products, they may be selling themselves short by relying on one season.
Many people do shop by season, but in a world where emails and text messages play a large role in advertising, new sales are constantly driving people to buy items impulsively. Following the sometimes abnormal behavior of consumers is the key to the success of a campaign. “[T]here are usually some cohorts whose behavior is aberrant,” according to DM News. Direct Response Marketers should consider which atypical groups can drive the most impact for business and experiment with ways to reach those consumers. Capitalizing on trending product sales is a major factor in the success of Direct Response campaigns. For instance, when marketing a toy, there is no reason to wait until October to reach your target audience if current trends show that toy sales are trending upward in a nonconforming month.
Seasonal marketing should be implemented under various seasons for various reasons- as opposed to concentrating on one particular time-frame. In the world of marketing, brands should not come and go as the seasons do. It is important to take an integrated approach and always stay in front of potential customers.