6 Ways to Make the Most of Your Fall Marketing
Written By: Shannon Briggs
“You don’t even have to tell girls when it’s fall. We know. We sense it. The second it turns fall. The second a leaf falls in Connecticut, we feel it. We’re sitting at home watching TV and outside the temperature drops from 86 to 63, and we pop out of the ground like gophers. We’re like, ‘Did you feel that? I did. It was a breeze... Cinnamon, nutmeg, cloves, PUMPKIN EVERYTHING.’”
If you’re familiar with my favorite comic Iliza Sheslinger, then you’re most likely aware of her fall bit in the stand-up special Freezing Hot. While fall is not my favorite season, I can relate to the magic in the air and all the excitement that surrounds the season. With new seasonal fun also comes a new, fresh take on marketing efforts. Here are six ways to make the most of your fall marketing.
Align with Holidays
While fall doesn’t officially begin until mid-September, the unofficial end to summer is Labor Day. Some even time it to coincide with back-to-school dates. Kick off your fall marketing campaigns around these memorable dates, and then continue them into other fall festivities. You can play into more traditional holidays, like Halloween and Thanksgiving, or go in an alternative and fun direction, such as National Pumpkin Day or No Shave November. Fall also kicks off football season and hunting season, which could have an engaging marketing twist. Find creative ways for your business to participate in these holidays, and then market them to the public.
Capitalize on Cozy
Fall represents the shedding of shorts and sundresses to bring on the boots and sweaters. Cozy campaigns resonate with the public, so think about how bonfires, hot beverages, warm clothing, and autumn treats can play into your marketing. For example, see all things pumpkin on labels this time of year. While pumpkin may be overused at this point, there are many other themes to use in promotional tactics, imagery, and word choice.
Rich Colors Resonate
Adding to the cozy vibe are the vibrant colors of fall. Reroute from bright and sunny to the yellow, orange, and maroon hues of changing leaves and autumn blooms. These colors play well into video background for social media, contest and giveaway ideas, or behind-the-scenes photo content of your business. Eyes are drawn to pops of color, which can draw more attention to your message.
Fall Festival Fun
Fall represents a time when people have settled down after summer vacations and are ready to enjoy the nest a bit more. This leads to a booming event season. Brainstorm ways your business can participate in a community event, either through volunteerism, sponsorships, or hosting a booth or fun activity during the event. If you have the resources, consider hosting your own fall event at your business. It will draw traffic to you and associate your business with a good time.
Seasonal Services
Outside of holidays, consider how you can help your customers during the fall season. If your offerings make their lives easier, they’d be happy to give you business. Restaurants can debut seasonal menus featuring warm, fall ingredients like pumpkin, cinnamon, apples, or cloves. Many different businesses can promote back-to-school specials or services.
There’s no need to be directly connected to the education industry. For example, spas can offer special packages for the stressful parent. Liquor stores can host bourbon tastings, and pair it with a fall-themed food truck on-site. Doctors’ offices should consider any available logistical efficiency they can put into place for updated vaccine appointments and distributing shot records. Then broadcast it far and wide.
Look Toward Late Fall
Toward the end-of-fall, a season all its own emerges: Thanksgiving Week. This week bridges the divide between fall marketing and holiday marketing. The best time to plan your Thanksgiving Week marketing was last month. The next best time is today. Between Thanksgiving Eve prep, Thanksgiving Day and all its intricacies, Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday, there are almost endless ways for your business to capitalize on Thanksgiving week. Launch these promotions sooner rather than later to get ahead of the competition. Almost every for-profit and non-profit will have an offer this week, and you want yours to be top of mind.
Lastly, speaking of the bridge between fall and holiday marketing… If you aren’t already thinking about your holiday promotions, you should be. We’ll have more blog posts and social media content coming out about this in the coming weeks to help you frame out your promotions. If you have a burning question in the meantime, I’m always available via email, Twitter, or Instagram.
