Seasonal marketing pros & cons

2.  Seasonal marketing are special offers, discounts or
limited edition items tied to an event during the year.
This can be a specific holiday such as Memorial or
Columbus Day, or a certain time of year, such as back-
to-school season.The primary benefit of these
promotions is to attract attention to your business at
an opportune time and increase revenue in an
otherwise quiet period. In some cases, these seasons
are critical to revenue because they represent a time
when a substantial amount of your sales takes place.
Additionally, increasing interest at unique times of the
year offers you various chances of converting one-
time customers into loyal patrons.

3.  Seasonal marketing consists of adjusting your
online marketing campaigns to the ongoing
events. In other words, targeting important
events and national or global holidays for your
industry. Seasonal marketing is about looking at
the calendar, identifying appropriate
opportunities and capitalizing on them.This
means driving more attention to your product or
service in the interest of boosting your business
revenue.

4.  InventoryTurnover
Inventory is costly to hold and manage, and
transactional marketing aids the process of
getting inventory out the door more quickly.
A prominent merchandise display near the
front checkout area likely catches the
attention of shoppers..

5.  Relatively Low Costs
 Seasonal marketing is driven by price
incentives rather than brand messages.The
promotional costs are much lower than what
you pay to develop a long-term branding
campaign. seasonal marketing is managed
with a one-at-a-time communication
strategy.

6.  Limited Emotional Attachment
When the primary incentive for customer
purchases is a price inducement, the likelihood
of an emotional commitment is limited. Price-
oriented buyers aren't as concerned with the
high quality and elite service that more-
discerning consumers appreciate.The
connection you have with the induced buyer is
short term. Unless you maintain the discount or
promotion, the consumer is going to seek out
another lower-priced option for his next
purchase.

7.  Reduced Profit Margins
When you reduce prices to drive sales, you also
minimize your gross profit margin.This margin
represents the difference between your revenue
and costs of goods sold. If you pay $5 to acquire
a product and promote it as good value at $10,
you earn $5 per sale. However, if you market the
product with a 50 percent off discount, you only
get $5 on each sale.While you likely increase
volume, you actually net zero gross profit on
each transaction.

9.  One major disadvantage of seasonal marketing is the
cost. seasonal marketing can be expensive, according to
California State University Stanislaus. Companies often
use focus groups to test their product concepts or ideas
initially.These focus groups can cost thousands of dollars.
Subsequently, companies create Beta versions of their
products and test them under normal market conditions.
These normal conditions include shipping products to
distributors, advertising them and handling defective
merchandise. Small companies also have employees
working full-time on test marketing, which can get
expensive. And numerous merchandise could be left over
if the product fails

10.  Seasonal marketing is also time-consuming.
Small manufacturers usually take their time with
test marketing, because much is at stake.They
can run their tests for six months and even one
or two years.They must analyze sales and profit
patterns, looking for possible seasonal trends.
Marketers must evaluate the effectiveness of
their advertising. It also takes consumers time to
learn about a product's availability, which is
another contributing factor to the duration of a
test market

11. Companies also run the risk of competitors
learning about their products. Some savvy
competitors might purchase the product and
analyze it in their labs. Competitors can also
learn more about a company's marketing and
advertising strategies through test marketing.
Moreover, the lengthy duration of test
marketing gives competitors time to develop
their own products.And these manufacturers or
competitors could even roll their products out on
a regional or national basis more quickly.

12. Small companies that use test marketing cannot
always predict success. Products that sell locally
or in several markets might not sell well in other
geographical areas. Consumers could be loyal to
certain brands in other parts of the country, for
example. It also takes time to build brand
awareness on a national basis, which usually
involves lots of advertising. Hence, results from
test marketing are not necessarily projectable.
Sometimes, companies just need to roll their
products out to see how they do.

13. Seasonality is an important factor in the
tourism industry. Economically, ecologically
and socially it can have many negative
influences on a destination, but at the same
time it may provide a time for both the
environment and the host communities to
recover from the stress of the peak season(s).

14.  Seasonality is, according to Butler (1994) “a temporal
imbalance in the phenomenon of tourism”. It can be
expressed in the number of visitors, the expenditure of the
visitors, the traffic on highways and other forms of
transportation, the employment or in the number of
admissions to attractions. Causes of seasonality may be
natural or institutional. Natural causes can be variations in
the weather like temperature, rainfall, snowfall, daylight
and sunlight, but also the characteristics of the location
such as latitude, altitude and distance from the equator or
accessibility. Institutional causes on the other side are
man-made, as for example actions and policies regarding
culture, religion or social life as well as public holidays or
specific events.