Run time: 55 seconds
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Should you engage in seasonal marketing? or skip the hype?
Today is the 1st of December and, amidst the bombardment of messages about Black Friday, Cyber Monday, and the upcoming Christmas season, it’s natural to wonder whether or how to participate. While some events cater more to business-to-consumer brands, Business-to-business companies are increasingly joining in.
So, what should you do? First, consider your brand and positioning. Offering discounts during sales may undervalue your product or service and lead to price-based competition that you typically avoid.
Opting out or taking a different approach can make you stand out. For example, instead of traditional offers for a few days or a week, The Ordinary runs #Slovember, offering a discount and free shipping throughout November. This way, as a business-to-consumer brand, they participate in the Black Friday frenzy while maintaining their distinct and on-brand identity.
Seasonal marketing extends beyond Christmas, so in the coming weeks, we’ll explore marketing opportunities throughout the year and whether you’re missing out on annual branding prospects.
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