Living in the Okanagan for the past eight years has given me a new appreciation for the seasons. Each season is dramatically different than the next, and how I go about my daily activities changes when it’s +40 degrees in the summer compared to -15 degrees in the winter.

Your business has seasons, too. They often align with our environmental seasons and holidays. Using these seasons to help plan your annual promotions and business activities can help take the overwhelm away from yearly planning. There’s a natural rhythm to the seasons. Use it! 

Please keep reading to get my tips to help your organization plan your promotions by the season.

Quarterly planning

Annual planning is scary and overwhelming! I prefer to break down my client promo and marketing plans by season (spring, summer, fall, winter). This method breaks your plans into three-month chunks that can be informed by seasonal holidays and occasions to announce the themes for your promos. Planning for three months rather than 12 is much easier and faster!

Within your quarterly plans, create timelines for keeping your followers informed and keeping you top of mind. Here are some marketing materials and content to consider in your quarterly calendar:

• Website updates 
• Promos and offers
• Product launches
• Updating contact lists
• Sending e-blasts or newsletters
• Direct mail sends
• Creating digital freebies and resources
• Blog posts that align with seasonal themes
• Social media aligned with the season

Consider the expected seasonal changes in your business.

Like the weather and seasons, your business has near-predictable ebbs and flows. For example, you may know that your busy season is around the holidays (November and December), and traditionally, June/July have been slower months. If so, plan your holiday promos in early fall before you get busy. Add extra incentives and promos during the slower months to encourage more sales. 

Align social media with the season.

After creating your seasonal promo plans, consider using similar themes for your social media. For example, February can have a “share the love” theme to your posts, and June/July can be “summer and the outdoors” themed. You can also engage your followers through seasonal contests or giveaways. Try a user-generated content contest where your followers are encouraged to post their photos and tag your business to be entered in a draw. 

What makes an excellent seasonal promo plan?

An excellent promotional plan lays out your primary campaigns and requirements. It helps you plan and allocate resources to create, execute, and review your promos. 

You can use an excellent seasonal promo plan year after year with only minor modifications! Put in a little extra time now to save planning time next year. 

When you get stuck…

No matter how you plan, know that you can look to the seasons to guide your creativity if you get stuck. Create an atmosphere around your promos so they feel on-brand and integrated with the four seasons’ sights, sounds, and feelings. 

Need help to get started? Download our seasonal planner HERE>>>