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Seasonal Marketing – 7 Tips to Planning Ahead

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01/05/2023 | Share:

Seasonal marketing planning is an essential component of any successful marketing strategy. In the UK, seasonal marketing planning is especially important due to the distinct changes in weather, holidays, and cultural events throughout the year. A well-executed seasonal marketing plan can help businesses increase brand awareness, drive sales, and build customer loyalty. This article will explore the key elements of seasonal marketing planning in the UK.

Understanding Seasonal Trends

The first step in developing a seasonal marketing plan is to understand the trends that affect your industry. For example, the summer months tend to be the busiest time for the travel and tourism industry, while the winter months are often the busiest for retailers due to the Christmas holiday season. Understanding these trends and how they affect your business can help you develop a targeted marketing strategy.

Identifying Key Seasons

Once you have an understanding of the seasonal trends the next step is to identify the key seasons that will impact your business. This will greatly depend upon your products and services. If you sell ice cream, for example, then chances are you know the summer is going to be your busiest season. However, if you are selling winter-related items such as hats and gloves then the winter months will be your most important but within those seasons there will be other significant dates that will impact your business. 

For instance

  • Spring (March to May): Easter, Mother’s Day, and Spring Bank Holiday
  • Summer (June to August): School holidays, Wimbledon, and the Edinburgh Festival
  • Autumn (September to November): Back-to-school, Halloween, Bonfire Night, and Black Friday
  • Winter (December to February): Christmas, New Year’s Eve, Valentine’s Day, and Half-Term

Each of these seasons presents an opportunity for businesses to connect with their target audience and drive sales. By understanding the key seasons, businesses can tailor their marketing campaigns to match the interests and needs of their customers.

Seasonal Calendars

Once you have identified the key seasons, the next step is to create a seasonal calendar of activities. This will help you plan your campaigns and ensure that all your activities are in sync. For example, if you are planning a promotion for Easter it would make sense to promote it on social media from February onwards in order to build up anticipation. Or if you’re planning to launch a new product in the summer, then you should aim to start your campaign from April/May onwards. Your seasonal calendar should also include key dates such as when campaigns will go live, when they will end, and any other special days or events that are relevant to your business.


Once you have identified the key seasons for your business, it is time to begin researching what other businesses in your industry are doing for their seasonal marketing campaigns. This will give you ideas and inspiration for developing a marketing plan that will work best for your specific needs.

Seek Out New Opportunities

Setting up a seasonal calendar for your business with dates that will have an effect on your sales can really help to focus your mind on key areas and also help look for opportunities. For instance, going back to the example of ice cream, winter may not be a traditional time for ice cream sales but a Christmas cake flavour may provide the opportunity to drive sales during this time.

Shake Up Your Social Media Look

black iphone on wooden table displaying social media iconsAs well as creating sales opportunities, a change of season is also a good time to refresh the look of your social media profiles. Create posts that are in tune with the changing of the season and don’t forget to also update your profile pictures, cover photos, and other visuals associated with your brand.

A change of colour pallet or images can help keep things fresh and ensure that all your channels are up to date with the current season but keep them on brand

Developing a Seasonal Marketing Plan

Once you have identified the key seasons that will impact your business, the next step is to develop a seasonal marketing plan. The following are the key elements of a successful seasonal marketing plan:

  1. Set Objectives: Start by setting clear objectives for your seasonal marketing campaign. What do you want to achieve? Do you want to increase sales, build brand awareness, or generate leads? Having clear objectives will help you measure the success of your campaign.
  2. Identify Your Target Audience: Who are you targeting with your campaign? Understanding your target audience is essential to developing a successful marketing campaign. Consider factors such as age, gender, location, interests, and purchasing behaviour.
  3. Choose Your Channels: There are many different marketing channels available, including social media, email marketing, SEO, PPC, and print advertising. Choose the channels that will be most effective in reaching your target audience.
  4. Develop Your Message: Your message should be tailored to your target audience and reflect the season. For example, a winter campaign might focus on cosy nights in, while a summer campaign might focus on outdoor activities. Use images and language that resonate with your audience and reflect the season.
  5. Create Your Content: Once you have developed your message, it’s time to create your content. This might include social media posts, email newsletters, blog articles, or advertising copy. Make sure your content is visually appealing, engaging, and aligned with your brand.
  6. Set Your Budget: It’s important to set a budget for your seasonal marketing campaign. Consider the cost of advertising, content creation, and any other expenses associated with the campaign. Be realistic about what you can afford and prioritise the channels that will have the most significant impact on your target audience.
  7. Measure Your Results: Finally, it’s important to measure the success of your seasonal marketing campaign. Use analytics tools to track website traffic, social media engagement, and sales. Analyse the results to determine what worked well and what can be improved for future campaigns.

Best Practices For Seasonal Marketing Planning

To maximise the effectiveness of your seasonal marketing campaigns, consider

implementing the following best practices:

  1. Plan Ahead: It’s important to start planning your seasonal marketing campaigns well in advance. This will give you time to develop a comprehensive strategy, create high-quality content, and execute your campaigns effectively.
  2. Be Consistent: Consistency is key when it comes to seasonal marketing. Make sure your branding, messaging, and visuals are consistent across all channels to reinforce your brand identity and build customer trust.
  3. Leverage Social Media: Social media is a powerful tool for seasonal marketing. Use platforms like Facebook, Instagram, and Twitter to share your message, engage with your audience, and promote your seasonal offers.
  4. Offer Special Deals: Seasonal promotions and discounts are a great way to drive sales and incentivise customers to make a purchase. Consider offering special deals like free shipping, BOGO offers, or limited-time discounts.
  5. Personalise Your Marketing: Personalisation is becoming increasingly important in marketing. Use data and analytics to create targeted campaigns that resonate with your audience and drive engagement.
  6. Focus on Customer Experience: The customer experience should be at the forefront of your seasonal marketing campaigns. Make sure your website is optimised for mobile, provide exceptional customer service, and make it easy for customers to make a purchase.

In Conclusion

man standing in boardroom in front of people with laptopsSeasonal marketing planning is a critical component of any successful marketing strategy. By understanding seasonal trends, identifying key seasons, and developing a comprehensive marketing plan, businesses can increase brand awareness, drive sales, and build customer loyalty.

By implementing best practices such as planning ahead, being consistent, leveraging social media, offering special deals, personalising your marketing, and focusing on the customer experience, businesses can maximise the effectiveness of their seasonal marketing campaigns. With a well-executed seasonal marketing strategy, businesses can capitalise on the unique opportunities presented by each season and achieve their marketing objectives.

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