At the end of the year holiday season, we're probably too familiar with brands' huge discounts or seasonally designed product packaging.

However, Seasonal marketing is not just a campaign to "catch the trend" encapsulated in redecorating the store, changing the packaging, or offering discounts, but they are more than you think!

What is Seasonal Marketing?

Seasonal marketing, also known as seasonal marketing, is part of a social media marketing strategy with a marketing focus on creating promotional campaigns for each season of the year.

The most prominent in Seasonal marketing is Festive advertising (also known as occasion-based advertising). Festive advertising is started at the time when customers prioritize spending most of the year, usually on discount events (11.11,12.12, Black Friday...) or gift giving (Tet, Thanksgiving,...) to stimulate shopping demand.`

Common activities of the Seasonal marketing campaign

Seasonal marketing is usually done through special forms of advertising for that particular season, with different meanings and effects.

1. Advertising campaign

It is not difficult to realize that in the seasons of the year, brands often launch advertising campaigns or TVCs that are suitable for that time. Typically, during this year's Christmas and Lunar New Year seasons, many brands have launched ads from the beginning of November to reach users early.

Referring to advertising at the end of the year, perhaps the most anticipated campaign is that of the Coca-Cola brand with new and attractive things.

Starting in 1995 and until now, the advertising campaign “Holidays are Coming” has always been ranked as one of the most successful campaigns of Coca-Cola. At Christmas each year, this soft drink brand will launch the "Coca-Cola Christmas Truck Tour" - a journey to drive trucks, and organize humanitarian activities in small towns across England.

The campaign “Holidays are coming” has brought about deep connections between the brand and customers on this great occasion because of the image of the truck and the joyful crackling sound every Christmas.

However, in 2020 because of the impact of the Covid-19 pandemic on countries around the world, Coca-Cola launched a global campaign "The Letter" with TVC depicting the arduous journey of a late father. trying to deliver the letter her daughter wrote to Santa.

Through "The Letter", Coca-Cola has highlighted the meaning: when going through the most difficult time in life, family love will ease everything. The campaign has been launched in more than 90 countries around the world and released globally on TV since December 2020 and achieved more than 3.5 million views on YouTube after only 1 week of launch.

2. Change the packaging design

Changing and upgrading product packaging on special occasions in limited quantities not only increases aesthetics, but also makes the brand stand out from the competition, but also brings a loyal customer base. trademark.

The master of changing product packaging in each season or festival cannot be without the Starbucks name. Starbucks has taken advantage of consumers' FOMO (Fear Of Missing Out) insight very well to launch exclusive limited drinks for each milestone or important holiday, such as recipes. Drinks and vase/cup collection dedicated to Halloween or Christmas.

With meticulous quality and appearance, Starbucks' seasonal publications have made customers feel excited and want to experience it before the event ends. Even customers willing to wait in long lines from 5 am to buy a collection of drinks and souvenirs on these occasions is also quite normal for this brand.

3. Pop-up store

Many retailers use pop-up stores to engage customers and create buzz for their brands for a limited time.

These stores often stimulate customers' curiosity and desire to shop based on limited time and unexpected factors such as location and merchandise.

In July 2020, the Muji brand opened a pop-up store with preferential prices of products at Parkson Le Thanh Ton. The brand from Japan has also opened many pop-up stores in many parts of the world.

Similar to pop-up stores are online flash sales websites. The explosion of e-commerce in the time of work-from-home has promoted the development of this model with Mega Sale campaigns of e-commerce platforms.

During the 11/11 campaign in 2021, Shopee sold more than 2 billion products compared to normal days, Lazada's revenue increased 2 times on LazMall, and sales and orders on the Tiki floor increased nearly 2 times.

Summary

In the future, seasonal marketing is predicted to develop further as retailers and e-commerce both want to stimulate consumption, especially during the festive season and year-end shopping. Let's look forward to seeing what great campaigns the brands will launch this year!