Cyclical Marketing Seasons
Planning your marketing
If you’ve ever been involved with any form of regular publication, be it online or print, you’ll be aware that whilst you are living in the here and now, your work life is several weeks, or even months ahead. The publication has to be planned well in advance, articles commissioned, regular features chased up, seasonal photographs sourced.
With this in mind, it’s as well to plan your marketing material well in advance, especially if you are planning to submit it to local publications. This is the complete opposite, of course, to social media which is much more immediate and you can respond to topical events within hours of some relevant news breaking.
The two types of marketing need not be mutually exclusive. You can plan your seasonal marketing and develop your corresponding social media posts alongside, ready to issue at the appropriate time. In this way you can develop a coherent campaign where each element boosts the impact of the others.
So what’s coming up?
Well, the long school holidays are right around corner. So how can you tap into this annual event?
If you practise hypnotherapy you could build campaigns to help people overcome their fear of flying, or help them maintain a calm mind set during the long summer break when the children need to be entertained. If you offer massage therapy or other body therapies you could suggest that clients plan some ‘me time’ during the sometimes demanding school holidays.
There are opportunities towards the end of the holidays too – you could build a campaign around the anxieties some people feel when their children are about to leave home for school or University for the first time.
And later in the year you can reach out to clients who may suffer with SAD – Seasonal Affective Disorder, usually during Autumn and Winter.
The months ahead
Here are some ideas for each of the months ahead for opportunities for seasonal marketing:
· 15 August – Cycle to Work Day
· 10-16 September, Know Your Numbers! – blood pressure awareness week
· 8-12 October, BackCare Awareness Week
· 7 November, National Stress Awareness Day (NSAD)
· 25 December – ummm….
Part of the challenge – and the fun – is in tailoring the message to your particular therapy and client base.
Good luck with your seasonal marketing!
Nic & Debs