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B2B Marketing

Seasonal Marketing Programs: Pros and Cons

We all realize that owning a business comes with a seemingly endless stream of decisions.  Determining an overall strategy to marketing is, of course, at the top of the list of decisions that any business must make.  For example, in recent years, a big marketing trend has been a focus on Cyber Monday.  A great deal of money exchanges hands on Cyber Monday, and you can be sure that every company jockeys for positions… even those doing B2B Marketing.  Businesses of all kinds get caught up in the shopping frenzy, and this makes seasonal marketing programs essential for businesses looking to position correctly.

The marketing and sales frenzy of the end of the year and holiday shopping is an opportunity to do everything from boost revenue to generate new B2B leads to put your latest and greatest mobile marketing approach into action.  Let’s take a closer look at both the pros and the cons of seasonal marketing programs.

Pros 

If you choose to base your marketing campaign around a holiday or specific shopping extravaganza, such as Cyber Monday, then you have an edge: urgency.  There is often no replacement for urgency, as it serves to focus the mind and, in this particular case, one’s marketing message and strategy.

Knowing that you have a limited timeframe to work with serves to get everyone ready to make a purchase.  Many decision makers are already slightly off of their regular business schedule and, as a result, may have more time to consider their purchasing decisions.

Focusing on a specific time of the year to generate a good chunk of your revenue for the year can also heighten the drive for results.  Increasingly many business “live or die” during the holiday season, as the holiday season can be the difference between going under and profitability.  But no pressure, right?

Another pro linked to this level of urgency is that if your mobile marketing strategy is a hit, then you could score big.  Of course, if it fails, you have a problem.

A final big pro is that by participating in the big seasonal marketing push, you’ll have a better understanding of the market.  You won’t be left wondering what would have happened if you had simply tried to make that big push.

Cons 

A big con where a seasonal marketing program is concerned is that it is all too tempting to “bet the farm.”  The payoff can be big with a seasonal marketing program, but so can the risk.  In fact, many businesses feel that depending on a seasonal marketing push might be too risky, but here is the problem: the competition!  Not playing the seasonal marketing game could leave you out in the cold.  Just as it is necessary to be a player in social media and mobile marketing, the same can be stated for participating in the holiday gold rush.

Ultimately, every business must make its own decision about whether or not to develop a seasonal marketing strategy.  Just realize that if you can’t play, you can’t win.  So the question is in the end, how much risk do you want to take on?

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Melissa O'Sullivan

Melissa has worked in digital marketing for over 15 years. She cut her teeth in the CSE models for various retailers and now spends most of her time building great brand development programs across social media. Melissa has been a contributor to MarketingThis.com since 2011.

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