Bianca is your go-to expert in Social Media and Mailchimp. Leading the team at B Thriven, she's all about creating custom solutions for SMEs worldwide. Since kicking off B Thriven in 2019, she's been on a mission to help businesses tackle those tricky marketing challenges.
It’s just after Christmas, and as we step into the New Year, it’s the perfect time to think about what lies ahead. You might wonder if seasonal campaigns are for you. The short answer is yes, but it’s all about picking the right seasons for your business.
When we talk about “seasons,” it’s not just the traditional summer, winter, autumn, or spring. It’s about tapping into key moments in your calendar: tax season, Valentine’s Day, Mother’s Day, Chinese New Year, or even Black Friday. Each of these dates holds unique opportunities to engage your audience, depending on who they are and what they care about.
Why are seasonal campaigns so powerful?
Relevance: People are already thinking about these events. Whether it’s finding the perfect Valentine’s gift or getting organized for tax time, a well-timed campaign ensures your brand stays top of mind.
Expectations: Audiences often anticipate seasonal offers, whether they are discounts, limited-time services, or themed content in your newsletter.
Connection: Campaigns tailored to specific seasons allow you to show that you’re in tune with your customers’ needs.
How to make seasonal campaigns work for you
1. Understand your audience
Not every season will be relevant to your target market. For instance, if your audience is primarily business owners, a tax season campaign might make more sense than Mother’s Day. On the other hand, a consumer-focused business might see better results from Valentine’s Day or Christmas campaigns.
2. Plan ahead
The key to successful seasonal marketing is preparation. Create a campaign calendar that includes major dates and leaves room for spontaneity when unexpected trends arise.
3. Incorporate it across channels
Seasonal content isn’t just for social media; it should extend to your newsletters too. People expect themed updates and offers in their inboxes. It’s a great way to drive traffic and engagement.
4. Think beyond discounts
While discounts work well for events like Black Friday, not every campaign needs to revolve around sales. For example, a summer campaign could focus on tips, inspiration, or feel-good stories that align with your brand.
Is seasonal marketing for everyone?
Absolutely, but with a caveat: it’s not about jumping on every seasonal opportunity. It’s about being intentional. Pick the “seasons” (or key dates) that resonate with your audience and align with your business goals. For some, that might be back-to-school campaigns; for others, it could be Lunar New Year.
Final tip
Make seasonal campaigns a habit, not a last-minute scramble. With a calendar in place and a clear understanding of your audience, you’ll create campaigns that feel timely, relevant, and impactful.
Start planning now, because there’s always a season for something! Find some key dates for 2025 here.
Bianca Schwartpaul, Social Media and Mailchimp Expert
Bianca is your go-to expert in Social Media and Mailchimp. Leading the team at B Thriven, she's all about creating custom solutions for SMEs worldwide. Since kicking off B Thriven in 2019, she's been on a mission to help businesses tackle those tricky marketing challenges. She understands the hurdles companies face online and is all about offering smart, encouraging ways to get past them. Her team is super skilled at putting together personalised strategies in social media and email marketing, making sure each client doesn't just get by, but actually stands out in the crowded online world. With a big focus on putting clients first, she's always there, guiding businesses on their path to success.
