At one point or another, we’ve all walked into a store and noticed a new product range that perfectly matches the season. Think about it… Perhaps it was the pumpkin spice latte at your favourite coffee shop as soon as autumn hit, or maybe a bright, floral dress on your go-to clothing brand’s web page in spring. This isn’t a coincidence; in fact, it’s seasonal marketing in action, and it’s a widely used strategy that helps businesses tap into the power of seasonal trends to boost sales and drum up excitement amongst their target audiences.
As you’d expect, when it comes to seasonal marketing, timing is everything. You’ll need to carefully plan product releases to capitalise on seasonal demand, considering factors such as customer behaviour, market trends, competitors, as well as the timing of promotional campaigns. Therefore, this technique is often combined with product sampling to generate interest and give customers a taste of what they have to offer. A beauty brand, for example, may offer small samples of their new holiday-inspired lipstick shades to customers during the winter season, increasing the likelihood that it wins them over and convinces them to purchase a full-sized version.
Ultimately, whether companies are using seasonal marketing, product sampling, or a combination of both, these strategies can be highly effective in driving sales and building brand loyalty when introducing new products onto the market. But how do they go about doing this? Jeremy Freedman – managing director of the wet wipe and cosmetic sample manufacturer – Guardpack, has shared his insight.
What is Seasonal Marketing?
Seasonal marketing strategies involve tailoring the marketing strategies of a business’s products and services to specific times throughout the year. More often than not, this will look to leverage the high traffic surrounding holidays such as Christmas and Easter, but this isn’t always the case. Seasonal marketing doesn’t have to relate to an official holiday, but also to periods throughout the year that may be relevant to the industry you operate in. Beer manufacturers, for example, may take advantage of Father’s Day, national drinking holidays, and periods of hot weather where the demand for their products are typically at their highest.
What is Product Sampling?
Product sampling refers to the marketing technique of distributing free samples of a product to consumers to generate awareness surrounding the product. It’s typically utilised when a brand is looking to introduce new products to the market, which makes it particularly beneficial when combined with seasonal marketing. Product sampling looks to drum up interest in the product and encourage potential customers to try the product when they otherwise would never consider it.
The samples provided are typically smaller versions or limited quantities of the product, enabling consumers to experience its quality and features first-hand for a minimal cost to the supplier. The goals of product sampling are to create a positive brand experience, build trust and loyalty, gather feedback, and ultimately increase sales. By allowing consumers to try a product without any financial commitment, companies aim to overcome barriers such as scepticism or hesitation and generate favourable word-of-mouth recommendations, as well as sales which may otherwise never have taken place.
The role both techniques play in the timing of new product introductions
A combination of both seasonal marketing and product sampling plays a significant role in the successful release of new products into the market. Seasonal marketing enables companies to align their product releases and lines with specific periods throughout the year. Capitalising on these trends and themes creates a sense of almost urgency for consumers. Product sampling complements this by providing consumers with the tangible opportunity to try the new product during its relevant season, where consumer desires and demand for the type of product are typically at their highest.
When paired together, seasonal marketing and product sampling ensure that new product ranges are introduced at the right time, to the right audience, therefore maximising their impact within the market as well as the likelihood of successful adoption by both customers within your target audience and those who may not even consider purchasing it without a sample. Because let’s be honest, we all love a freebie!
The best practices for timing product releases
The success of a product’s launch is a key contributor to its long-term success within the market. For any product, across any industry, the first thing you need to nail down is defining exactly what it is you’re looking to launch, and to whom. Understand everything about this target audience; their needs, preferences, and purchasing behaviours – anything that could be deemed relevant. Once you’ve gathered this information, use it to identify the optimal timing for release that aligns with their demand and market trends. Think about it, there’s no point in a fashion retailer releasing a new range of swimwear in the winter. After all, who would buy it?
Once this time has been determined, you’re going to want to generate a positive buzz and level of anticipation amongst customers. Product sampling provides the perfect opportunity for doing this. Product sampling works across most product categories, being particularly effective within the cosmetic and food industries. The feedback you receive can either be leveraged as endorsements upon full release, or used to make any necessary improvements to the product before it hits the market. To really make an impact, this should be coordinated with marketing campaigns to maximise reach and provide customers with a cohesive and impactful experience.