BBQ’d: Seasonal Marketing

Fired UpI love cooking outside.  Whether it be grilling burgers, smoking pork, supporting a low-country boil, or deep-frying a turkey, nothing beats a good ol’ BBQ.

With summer ending, and fall beginning, the frequency of cooking outside will certainly intensify.  Cooler weather, tailgating, and camping are just three reasons I’ll be behind the grill cook up some good food.

This idea of limited time left to accomplish something reminds me of lessons in seasonal marketing.  You know what I’m talking about:

  • Advertising shorts in spring & summer; and advertising sweaters in the fall & winter
  • Flu shot reminders at the beginning of fall

Though seasonal marketing is short-term in advertising, the strategy is much longer.  Consider the banking sector; most banks advertise home loans and mortgages during the summer, because this is the peak of the year when families decide to buy a new home and move.  On the outside, it looks like banks bump up their advertising and hope that people will act on the advertising; however more is done behind the scenes to make sure it is a success.  Some examples include:

  • Multilayered advertising including: Web, TV and print
  • Referral process that rewards customers and/or staff
  • Direct marketing campaign using traditional and email tools
  • Staff education and training

The majority of people will think of the first three as a typical marketing plan, but many do not consider education and training as a level of marketing.  Think about it, a company pumps money into an advertising campaign for a product, and the staff has no idea how to sale or service the product.

It’s the equivalent of someone who has always used a gas grill and suddenly has to use a charcoal grill.  They have never had to get charcoal started, so how can they cook?

Unfortunately most of us have experienced this before (the poor sale and service experience, not the poor grill example).  We have all been in a store and felt the person who was helping us knew less about the product than we do.  This is why staff education and training must be implemented before any advertising is started.  If not, then your campaign will go up in smoke and your customers will be left feeling burnt.

Enough grilling analogies.  Let’s cook!

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About Jeremy M. Price
For twelve years, I had the pleasure of working in community banking. Starting in customer service, I worked my way up to a senior level marketing and human resources director. It was great leading teams that improved strategic initiatives including, but not limited to brand awareness, digital communication, employee development and product development. This experience has now led to an exciting role with CRS Data. As the Product Marketing Analyst, I am currently reviewing the company's banker suite product. This product is able to help community banks reach their fullest potential in real estate lending. I am extremely fortunate to share time with my son while enjoying life in East Tennessee. The two of us enjoy the views of the Smokey Mountains, eating good food and having fun. During my free time, I enjoy running races, traveling and listening to great live music.

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