Strategy: 4 times in a year where a promotion will drive the most impact for your business
With festive seasons approaching fast, the perfect periods for Consumer Promotions (CPs) are coming fast too! CPs are such a useful strategy for boosting brand volume and sales growth.
But hey, I know the feeling—"What if my CP is not effective? Or what if the results aren't what I expected?"
Don’t stress! My secret to crushing your CPs is all about doing them during optimal periods.
Here are my top [4] Optimal Periods for when I ran different brands' CPs! 🙋♂️
1. Holiday Seasons 🎉
The holiday season is a CP goldmine! People are in a festive mood, they’re prepared to spend, and they’re looking to treat themselves and others. Holidays like Christmas, New Year, and even regional festivals (like Songkran in Thailand or Thingyan in Myanmar) create prime opportunities for CPs. During these times, consumers actively seek deals and discounts, so promotions that speak to their holiday needs or traditions can perform exceptionally well.
How to execute well:
Creating holiday-themed promotions that highlight the spirit of the season is vital for this period. Think of bundles, limited editions, or even exclusive holiday packaging to make your product the ultimate holiday gift.
2. Major Shopping Days 🛍️
Major Shopping Days like Black Friday, Cyber Monday, Singles’ Day (11.11), and mid-year sales (6.6, 7.7) have become international phenomena. Consumers expect major deals on these dates, so it’s an ideal moment for CPs that emphasize value and scarcity. These shopping days tend to drive high sales volume because people are actively searching for bargains.
How to execute well:
Leverage the urgency and excitement around these days by promoting flash sales, exclusive bundles, or one-day discounts. The more specific your offer is to the occasion, the more it will stand out in the crowded promotional space.
3. Seasonal Trends 🍃
Many products and services naturally align with specific seasons. Think of sunscreen in summer, skincare in winter, or back-to-school essentials in early fall. Seasonal shifts in consumer needs offer prime opportunities for promotions tailored to meet those needs.
How to execute well:
If you’re marketing a seasonal product, time your promotion to launch just before the peak demand hits. For example, if you sell winter coats, run a CP at the start of the cooler months to attract early shoppers and capitalize on demand before the full-on winter rush.
4. Special Occasions 💍
Promotions around special occasions—think birthdays, anniversaries, and graduations—help brands connect with customers on a personal level. CPs for Valentine’s Day or Mother’s Day can also be very effective since customers are often shopping for gifts or ways to celebrate loved ones. Aligning your product with meaningful moments in your customers' lives can help build brand loyalty.
How to execute well:
If you have access to data on customers' birthdays or special dates, consider offering a discount or a small gift around these times. For broader occasions, tailor your messaging to highlight how your product enhances these moments or becomes part of the celebration.
The Bottom Line: Timing is Everything
By carefully selecting the optimal periods for your CPs, you’re setting up your promotions for success. Remember, it’s not just about the deals you offer; it’s about resonating with consumers when they’re ready to engage and shop.
So go ahead, plan those CPs, and get ready to see your brand thrive in these opportune moments!
Having trouble with planning your CPs? Restive also provides strategic planning services for your marketing needs! This ensures that you don’t go in blindly and improve your chances of capturing potential customers!
