Winter means different things to different people. For much of the country, this winter has meant devastating snowstorms and countless flight cancellations. Many folks think of winter as a time for seasonal sports, cozy evenings by the fire, or getting an early start on those annual tax returns. But what does winter mean for your business? Does your industry naturally lend itself to this time of year, or do you find yourself wishing your target market would thaw out a bit faster than the local scenery? Either way, you can bring in more revenue by using the season in your marketing content. Here are some tips and tricks for turning winter's chill into a profitable hot streak.
Create Holiday-Themed Promotions
While it's true that the super-hot shopping holidays such as Black Friday, Hanukka, and Christmas have passed, winter still offers some opportunities for holiday-based marketing. For instance, many businesses offer sales and other special deals during the MLK Day weekend, while others hop on the humor bandwagon with Groundhog Day promotions. Valentine's Day offers all kinds of marketing opportunities. Then there are the less well-known observances such as Dress Up Your Pet Day, National Popcorn Day, National Cheese Lover's Days, National Chocolate Cake Day, and National Puzzle Day -- and that's just counting January. Can you see how some businesses might profit by launching email, direct mail, and social media campaigns to promote their products and services on those days? Might your business be among them?
Appeal to Winter Comfort and Utility
Winter obviously gets a lot colder in some parts of the U.S. than in others, but that doesn't stop a lot of us Southerners from complaining whenever the mercury drops below flip-flop temperatures. Depending on your geographic reach, your target audience may be searching for everything from snow shovels and thermal gloves to windshield de-icer -- or they may simply feel like stocking up on hot chocolate, firewood, and cold/flu remedies. Even if you sell your products and services all year round, you may find some clever ways to attach their benefits to seasonal wants and needs. How can your offerings make people feel happier or more comfortable this winter? That's the message you want to build your marketing content around.
Use Seasonal Metaphors
Maybe you can't think of any immediate or obvious association between your products or services and the winter months. That's when some cute metaphors can step in to save the day. For instance, you might encourage your audience to "come in from the cold" and take advantage of a red-hot deal. Or you could use the new calendar as a springboard for promoting products and services that help your customers get a fresh start on a great new year. Leverage the excitement and potential of the year to come through your blog posts, email campaigns, TV/radio spots, and print ads.
Winter can be bleak and hostile, or it can introduce a whole vista of marketing options and strategies for your business. Once you've put your winter marketing plan in place, all you'll need is the visual and written content. A skilled graphic designer can provide the former, while an experienced freelance copywriter like me can provide the latter. So contact me, and let's get started on a winter wonderland of profits for your business!
