The seasonal experience – new beginnings for your marketing strategy
January 2024
Do you embrace the cosiness of winter? Hot chocolates, snug blankets and woolly jumpers?
Or do you prefer basking in the sunshine, enjoying the long summer days and outdoor events?
Or perhaps it’s the colourful Autumn leaves that match your vibe. Is there anything better than a cool crisp morning with a blue sky?
In the world of experiential marketing, the ever-shifting seasons provide us with a canvas to build narratives that reflect the seasonal mood, and preferences of audiences.
As the daffodils bloom and the air carries the promise of spring, let’s explore how leveraging seasonal changes can breathe new life into your marketing strategy.
Understanding
seasonal marketing
It’s more than just weather.
As the seasons transition, so do consumer behaviours, moods, and aspirations. Each season brings a unique set of emotions and activities that can be harnessed to create immersive experiences.
Take Easter, for instance – beyond the chocolate eggs and bunny ears, it symbolises new beginnings, fresh starts, and a collective sense of renewal.
The Springtime surge
According to a study byThane, 95% of consumers plan to Spring clean. So it’s unsurprising that the average consumer spend on cleaning and home organisation products experiences a significant spike during the spring months.
Spring cleaning isn’t limited to the home, with many Gen-Z consumers using the Spring season to rid themselves of unwanted possessions, bad habits and toxic relationships: The ‘Spring cleanse’.
This underscores the opportunity for brands to align their experiential campaigns with the seasonal surge in consumer interest.
Crafting the seasonal campaign
Spring Fresh Pop-Up
Picture this: A fabric softener brand orchestrates an experiential activation in city centres across the UK.
A pop-up laundromat emerges, adorned with vibrant spring flowers. Passersby are invited to experience the sensory delight of freshly laundered fabrics infused with the scent of Spring. The immersive event not only engages the senses but also taps into the consumer mindset of spring cleaning and revitalisation.
Check out this experiential campaign by Lenor, where beds were made up in the middle of a freshly mowed and green outdoor area. The event’s purpose was to reinforce the outdoor freshness guaranteed by Lenor’s products.
Guerilla Gardening with a Twist
For brands in the gardening or eco-friendly sector, guerrilla gardening activities can turn urban spaces into flourishing green havens. Seed bombs distributed during the spring equinox bloom into colourful flowers, creating an unexpected and delightful spectacle.
Consumers engage not just with the brand but with the transformation of their surroundings.
Sunshine in the winter
When Tom Hickton, Category Manager at Danone UK & Ireland wanted to add some sunshine to everyone’s morning winter commute, we supported the team to create this impromptu musical set-up in Waterloo Station, with none other than ‘Sunshine’. Gabrielle. Actimel were on a mission to encourage Brits to proactively support their immune system in winter. Gabrielle, with her household hits and distinctive voice, was a perfect choice. After falling ill with Coronavirus herself, she had a genuine interest in the campaign which helped catapult the campaign to success.
You can read the full article here.
Navigating consumer behaviour around the seasons
Understanding consumer behaviour is the compass that guides the course of experiential campaigns. Seasons don’t just dictate attire or outdoor activities; they influence purchasing decisions, emotional states, and the overall receptiveness of audiences. For an experiential marketing agency like Purity, this means being not just observers but active participants in the seasonal narrative.
Mood matters
According to Amanda Wallace, a Digital Marketing expert, “Spring is typically a time of growth, renewal and good intentions. Summer, a time of warmth, optimism and good humour. Retailers that can package and market these emotions with their products will find their customers willing to buy.”
Springing into action: Redirecting your strategy with Purity
The Benefits of a Seasonal Marketing Campaign:
- Tap into consumers mood/emotions
- Capitalise on inherent interest
- Create adaptable campaigns
- Match purchase behaviours
- Create a strong connection with consumers
- Capture attention
- Create memorable impressions
Experiential Marketing
Experiential marketing is a powerful tool. Incorporating experiential marketing as part of your seasonal marketing strategy can lead to great things, not limited to customer retention and ROI. This can be achieved through brand experiences, product sampling, and promotional staffing.
Purity’s Impact
At Purity, we’re not just experts; we’re aficionados of the experiential realm.
We don’t just observe seasonal shifts; we ride the waves of change with creativity, innovation, and a dash of the unexpected. We approach every project with a spirit of fun, a commitment to creativity, and an unwavering dedication to being ahead of the curve.
Our proven formula is designed to go beyond creating memorable interactions. We strategically incorporate opportunities for product sales through mobile point-of-sale terminals at our engaging pop-up stores. This innovative approach allows your brand to not only leave a lasting impression but also capture consumer details, foster loyalty, and gather valuable data on your audience and brands.
For brands navigating the experiential landscape, the seasonal shift is not just a change in weather; it’s an opportunity to align with consumer behaviour. With Purity as your guide, let’s redirect your strategy, infuse it with the vibrancy of the seasons, and embark on a journey where every campaign is a new beginning. Spring is here – let the experiential blossoming begin!
