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Last updated on 2024年4月28日

What are the most effective advertising channels for seasonal products?

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Seasonal products are those that have a high demand during specific times of the year, such as Halloween costumes, Christmas decorations, or summer accessories. As a merchandiser, you need to plan ahead and choose the most effective advertising channels to reach your target audience and boost your sales. In this article, we will explore some of the best options for promoting your seasonal products online and offline.

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Charla Noel Caponi

Former Global Director, CTC @ GANT | Former VP, Brand, IMC, Content & Community @Canada Goose | Driving Brand Growth…
Elizabeth Takacs

Digital Marketing Specialist
Irene Carson, MBA

Marketing Manager @ Loblaws

1 Social media

Social media is a powerful tool for creating awareness, engagement, and loyalty for your seasonal products. You can use platforms like Facebook, Instagram, Pinterest, or TikTok to showcase your products, share user-generated content, offer discounts, or run contests. Social media also allows you to target your ads based on demographics, interests, location, or behavior. You can also leverage influencers, hashtags, or seasonal trends to boost your exposure and reach.

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Elizabeth Takacs

Digital Marketing Specialist
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Seasonal items are always FIRST! Utlize your website homepage. As far as channels are concerned, distribute through high past performers for like items.

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Hardesh Handa, PMP?

Sales and Business Development Leader | Growth Strategist | Market Expansion Expert|PMP? Certified Sales Professional|Telecom|fmcg
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Seasonal products faces a challenge of short shelf life hence its become important to use right and effective communication channels. Social Media channels like FB, Instagram, Snapchat can be used to Promote the products. Features like Geotagging could be used if products need to promoted for a set of audience. Discount on product could be given to customers who "like", "subscribe" and promote your product with in their friend circles.

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Vijaydeep Pawar
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The effectiveness of advertising channels for seasonal products varies based on target audience and product type. Social media platforms like Instagram and Pinterest are ideal for visually appealing products. Email marketing enables personalized campaigns and timely promotions. Collaborations with influencers can amplify reach. PPC ads on Google target users actively searching for seasonal items. Tailor channels based on product characteristics and consumer behavior to maximize impact during seasonal peaks.

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2 Email marketing

Email marketing is another effective channel for communicating with your existing and potential customers. You can use email to send personalized messages, reminders, offers, or tips related to your seasonal products. Email marketing also helps you to build trust, loyalty, and repeat purchases. You can segment your email list based on previous purchases, preferences, or behavior to deliver relevant and timely content. You can also use email to encourage referrals, reviews, or feedback.

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3 Search engine marketing

Search engine marketing (SEM) is the practice of using paid ads to appear on the top or side of the search engine results pages (SERPs). SEM helps you to attract customers who are actively looking for your seasonal products or related keywords. You can use platforms like Google Ads or Bing Ads to create and manage your campaigns. You can also optimize your ads for mobile devices, location, or time of the day. You can also use remarketing to target customers who have visited your website or shown interest in your products.

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4 Display advertising

Display advertising is the use of visual ads, such as banners, videos, or images, to appear on other websites or apps that are relevant to your seasonal products or audience. Display advertising helps you to increase your brand awareness, reach, and traffic. You can use platforms like Google Display Network or Facebook Audience Network to create and distribute your ads. You can also use targeting options, such as contextual, behavioral, or demographic, to show your ads to the right people at the right time.

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5 Offline advertising

Offline advertising is the use of traditional media, such as print, radio, TV, or outdoor, to promote your seasonal products. Offline advertising helps you to reach a large and diverse audience, create a lasting impression, and complement your online efforts. You can use offline advertising to showcase your products, share your story, or create a sense of urgency. You can also use offline advertising to drive customers to your online channels, such as your website, social media, or email list.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Charla Noel Caponi

Former Global Director, CTC @ GANT | Former VP, Brand, IMC, Content & Community @Canada Goose | Driving Brand Growth and Sustainability | Strategic Branding Thought Leader | University Lecturer and Life Coach
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Use your owned spaces like retail theatre from windows, centre court, in-store installations, etc. Influencers are also a great way to promote seasonal products outside the already well-played digital strategies of social, NL, digital adv, SEO, etc.

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Irene Carson, MBA

Marketing Manager @ Loblaws
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SMS stands out as one of the most effective advertising channels for seasonal products due to its direct and immediate reach to consumers. With high open rates, SMS ensures that promotional messages about seasonal products like holiday gifts, seasonal fashion, or festive offers are seen promptly. Its concise nature allows for quick delivery of compelling offers, creating a sense of urgency and prompting immediate action. Plus, SMS allows for personalized messages, enhancing relevance and engagement. Overall, its efficiency in reaching target audiences makes SMS an indispensable tool for driving sales and increasing brand visibility during seasonal peaks.

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Jack Caponi

Product Management | Consumer Marketing | Brand Specialist
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In my experience, email marketing has always been the most effective advertising channel These are your brand’s most loyal customers or are close to converting for the first time. And they let you really know how effective a campaign is. You can gather more valuable user data and insights with email marketing than you can almost any other channel. If a campaign performs poorly with your own subscriber base, it’s likely not going to perform well to a larger audience that you’re trying to attract and target. And the best part about retargeting and remarketing using email channels is the cost benefit! Acquisition is costly but nurturing that audience and generating customer lifetime value through email marketing is where you get your ROI!

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What are the most effective advertising channels for seasonal products?

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6

1 Social media

2 Email marketing

3 Search engine marketing

4 Display advertising

5 Offline advertising

6 Here’s what else to consider

Merchandising

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What are the most effective advertising channels for seasonal products?

1

2

3

4

5

6

1 Social media

2 Email marketing

3 Search engine marketing

4 Display advertising

5 Offline advertising

6 Here’s what else to consider

Merchandising

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