Advertising in the winter sometimes means changing up your marketing strategy to accentuate positive feelings about the cold weather and mitigate the seasonal disruption to products and services more associated with the summer. Use a variety of seasonally inspired themes or tactics and change up your advertising campaign to get people fired up about what you’re selling despite any freezing temperatures outside.
Few people can think of the winter months without picturing the holidays they encompass. In the winter, holiday-centered advertising campaigns can be especially effective, as consumers are focused on celebrating, entertaining and gift-giving. If you sell a consumer product, focus on positioning the product as a great gift, or urge customers to “treat themselves” this holiday season by purchasing your product for their own use. If your business is service-oriented, you can still use gifting as a general holiday campaign, but it may be more effective to show how your service can make the holidays happier or more festive. For instance, if you own a carpet cleaning or handyman service, use commercial or print advertising to depict pristine, festively decorated homes perfect for holiday gatherings.
You can run an entire advertising campaign around sports like skiing, snowboarding, ice skating, hockey, football and basketball. If your budget allows, if can be a great idea to hire a winter athlete as a spokesperson for your product or business. This might include a professional snowboarder, figure skater or even snowmobiler. Showing active footage of the athlete can help seize your customers’ attention.
When the weather turns cold, consumers turn to comfort. This comfort may come in the form of hearty foods, hot beverages, warm clothing or indoor activities. For an advertising campaign centered around winter comfort, think about how your product or service can offer some warmth or coziness in the winter months. Print and commercial advertising can depict cozy scenes that include fireplaces, hats, scarves, a snowy scene outside and your product in full view. If you own a service-based business, think of how that service can provide those same sensations. For instance, if you own an auto mechanic business, your ad campaign could include a family safely making it through a snowstorm to Grandma’s house — right in time for hot chocolate by the fire.
Not everyone is enamored by the snow, wind and freezing temperatures that often accompany the winter months. One advertising campaign strategy perfect for the season is the idea of a “paradise” getaway. The campaign could ask the consumer to imagine themselves somewhere else — like a beach in the Bahamas. This campaign theme works especially well for those products or services that may not lend themselves particularly well to winter. For instance, advertising a spray tanning salon as being equivalent to a beach getaway may attract customers suffering from the winter blues. This campaign also works well for foods and clothing that are more popular during the summer.