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Mastering Seasonal Advertising: Do's and Don'ts for Brand Success

Updated: Dec 1, 2023

Seasonal advertising is a dynamic strategy that can significantly boost brand visibility and sales during specific periods of the year. While many businesses plan their marketing strategies on a quarterly or yearly basis, seasonal advertising focuses on tapping into events, traditions, and holidays that captivate consumers. This blog will explore the dos and don'ts of seasonal advertising, covering the right actions to take and the pitfalls to avoid.

What is Seasonal Advertising?

Seasonal advertising involves tailoring marketing campaigns to capitalize on peaks in sales and consumer engagement during specific times of the year. This could include holidays, events, or traditions that resonate with the target audience. The goal is to connect with consumers during periods when they are ready to make purchases and are more receptive to brand messages.

Right Things to Do

Research Your Competitors

Understanding what your competitors are doing during seasonal events helps you identify opportunities and gaps in the market. Analyze their past campaigns to find unique ways to stand out and offer something different.

Identify Relevant Seasonal Events

Choose seasonal events that align with your business and have proven to be successful in the past. Consider your target audience and the specific holidays or traditions that resonate with them. Avoid generic approaches and tailor your campaigns to suit the preferences of your demographic.

Plan Early and Strategically

Planning is crucial for successful seasonal advertising. Research and centralize your assets well in advance, creating a calendar that outlines the events suitable for your business. Utilize ad networks with premium inventory to find ideal advertising spaces and audiences during peak seasonal times.

Nail Down Your Messaging

Craft a compelling message that resonates with your audience. Consider the customer journey, emotions you want to evoke, and a clear call-to-action.

Establish a Schedule

Timing is key in seasonal advertising. Plan well in advance, considering not only when to launch your campaign but also when your audience is most receptive. Align your schedule with the peak times for engagement and sharing.

Organize Your Assets

Distribute your campaign across various platforms such as email, social media, PR, blogging, and SEO. Use diverse content formats (static, video, rich media, etc.) to maximize visibility and engagement.

Report and Remain Agile

Continuously monitor and assess the performance of your campaign. Use metrics like traffic sources, bounce rates, and conversions to inform your strategy. Be willing to make adjustments to improve campaign success.

What to Avoid

Choosing Irrelevant Seasonal Events

Avoid selecting holidays or events solely based on their popularity if they don't align with your business or target audience. Choose events that resonate with your brand and have proven relevance to your audience and market.

Neglecting B2B Creativity

For B2B advertisers, creativity becomes paramount during consumer-centric holidays. Find strategic times to run your ads, such as before or after major holidays, when professionals are more likely to engage with work-related content.

Stop-start Marketing

While seasonal campaigns are essential, don't halt your year-round marketing efforts. Maintain a consistent presence on platforms like social media, SEO, and display advertising to ensure ongoing brand visibility and engagement.

Neglecting Audience Engagement

Failing to engage your audience with creative and unique campaigns can result in being overshadowed by competitors. Avoid generic, cookie-cutter approaches and focus on developing campaigns that stand out and capture attention.

Ignoring Off-Season Opportunities

The off-season is an excellent time to plan and strategize for seasonal campaigns. Use this time to analyze data, create content, and organize assets, ensuring smooth execution when the peak season arrives.

Mastering seasonal advertising requires a strategic approach that aligns with your business goals and engages your target audience effectively. By implementing the right tactics and avoiding common pitfalls, businesses can leverage seasonal opportunities to enhance brand visibility, drive sales, and create lasting connections with consumers.

APEX Mobile Media specializes in driving performance for advertisements through exclusive partnerships in location data, first-party data, gaming networks, creative design, and popular media channels. APEX’s omnichannel expertise can significantly enhance seasonal advertising efforts, providing targeted exposure and maximizing the impact of your campaigns. Contact us at to learn more and put your brands where they matter most.


Jal Sonpal is a brand and partnerships management strategist contributing to the marketing efforts at Apex Mobile Media. He has worked with major brands across the globe, primarily in sports and is a Master of Marketing graduate from the coveted Schulich School of Business in Toronto.



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