It’s Fall… Put Away Your Sandals and Get Out Your Sweaters

Seasonal Marketing PlanBy Dawn Berryman

You know when the weather changes, so does your wardrobe. You instinctively trade your sandals in for tennis shoes or your t-shirts for jackets. What about your marketing strategy? Do you make necessary changes as the year progresses? Have you traded your in your summer tactics for something more aggressive?

You should. Your marketing plan should be a fluid document. Not only should you plan for seasonal changes, but also be willing to adapt to unforeseen ones.
As the holidays approach everyone get busier. Business, home, school, they all come with added holiday demands. But, you can stay ahead of the curve if you plan accordingly and get a jump start early on.

Here are some tips you can use to warm up your marketing plan.

1. Keep in touch all year through.

Consumers are overwhelmed with holiday promotions, coupons, sales and deals. Do you want yours to stand out? You’ll have better luck if you’re a familiar face. Meaning, don’t promote only during the holidays. Keep your mailing list up-to-date throughout the year and send out regular communications. Be active on social media all year long, not just in the weeks leading up to Christmas. The more familiar your audience is with your brand means they’ll be more likely to want to purchase from you. And, they also will be quicker to recognize that the deal you’re offering is a great one.

2. Back up your back up.

The worst feeling is one of not being able to stay above water. If you’ve ever felt like you’re drowning during holiday seasons past or are even slightly anticipating it this year, make sure you’re prepared by having help you can call on. If you don’t have a regular assistant, you might want to find one that you can use as a temporary, on-call option. This can help keep e-mail and bookkeeping stress minimal. If you craft, or make a lot of your products yourself, it would probably be worth finding someone who can help you for the short-term. Whether that is sewing or just packaging, it never hurts to have an extra set of hands.

3. Set your calendar and stick to it.

Organize and plan in advance for the busy holiday season. Implement coupon codes with specific valid dates ahead of time. Look at your personal schedule as well as trends from the past couple of years. How late can you plan to take orders and still guarantee holiday shipping? Take into consideration busier mail service and less time to work with your increased personal commitments. You’ll have better luck honoring a plan you’ve had established, and your customers will appreciate it if you’re up front and honest.

The name of the game is preparation. It’s better to be prepared and not utilize all of the resources you have lined up than to be unprepared and need to call on help last minute when it might or might not be available.

What have you done recently to change up your line of attack? Do you have regular seasonal strategy changes? Share, we’d love to hear about them!

Dawn Berryman is the founder of and Market Mommy:: The Blog, online marketing resources for mom entrepreneurs. Market Mommy shows moms how and where to market their businesses. She holds a B.A. from Indiana University and has worked in the marketing/communications field for more than 11 years. She resides in rural Ohio with her husband and three children. For more information, please see: Market Mommy.

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