Effective seasonal and occasion marketing emotionally engages consumers with memorable advertising, often across multiple platforms. By identifying with popular events or cultural festivities, brands can improve perceptions and preference, driving sales at times when consumers are particularly susceptible to promotions and special offers.
Definition
Seasonal and occasion marketing allow brands to create positive associations and prompt purchase during times when consumers are typically prepared to spend more money. Occasions can be religious events e.g. Ramadan, cultural touchpoints e.g. Chinese New Year, social movements e.g. Pride, retail extravaganzas e.g. Black Friday or sporting events e.g. the Super Bowl.