Around the same times every year, a parade of bright packaging makes its way through our local supermarkets. Easter, Halloween and Christmas holiday periods would not seem complete without the accompanying marketing campaigns from the brands we know and love. From a consumer standpoint, it is all part of the season. But how can brand and marketing managers make their seasonal marketing efforts and packaging more effective?
Younger customers are not as brand loyal as past generations, and with more and more brands coming to market every year, it is important to stand out with packaging. Remember, packaging is still important to consumers, with as many as 72% claiming that it influences their purchase decisions. There are some helpful tips to keep in mind when it comes to developing seasonal packaging.
Tell a Story
Marketing in the digital age requires cutting through content clutter to reach consumers. With so many brands competing for attention, storytelling has proven to be a useful tool in the marketer’s arsenal.
Think of the ways that your existing content marketing strategy can involve storytelling around seasonal marketing. Remember, brand storytelling helps create a more personal connection between the consumer and you. Most seasonal marketing and packaging revolves around holidays, which hold personal significance for many people. Authentically telling a story that captivates and links a brand to a holiday can build a strong relationship with consumers.
To do this right, follow a few tips. Don’t be ambiguous with the point of view, tell someone’s story. This can mean soliciting stories from a customer or an employee. Sharing a real story from real people increases the likeliness of resonating with your audience. It is also important to be clear on what is the goal of the story. A story that is meant to go viral and increase brand awareness looks different than one looking to drive sales. The direction the story goes should be aligned with existing marketing targets.
Tap Into Different Cultures
The demographic makeup of the United States continues to change year after year, and representing people of different backgrounds has become more important. The entertainment industry has started to take cues and is producing more content from people of different cultures and it has seen major success. Your seasonal marketing campaign can do the same.
Let’s look at Halloween as a specific example. In the United States, the costumes and candy define the season, and all of the seasonal marketing campaigns. But what if your brand marketed Día de los Muertos along with Halloween? If done respectfully, a brand marketing this Mexican holiday can gain a new following, while educating its existing one.
But it is important to be respectful. Marketing different cultures in a seasonal marketing campaign can be done well, but if the research is not done right or your team lacks the inclusion or cultural understanding, it can come off as tasteless and harm brand equity. Do your homework. Find out if there is an event or cultural happening from outside of the United States that resonates with your audience as well as your brand story.
Go Beyond Holidays
Although consumers may mostly associate seasonal marketing with holidays, as marketers we know that this is far from the truth. Brands have been doing outstanding work with seasonal marketing year round, especially with packaging. From a packaging standpoint, what can your brand do to stand out from the pack?
Each season evokes different emotions from people, and inspires consumers to take part in different activities. Have a look at your customer profile and brand story. What is an emotion, a feeling, an activity that your brand and your customers share during different points of the year? Armed with this information, your existing seasonal marketing strategy as well as some creativity, a fun and exciting package can be developed that grabs attention. This could be anything from a package depicting melting snow ushering in springtime to harvest themed packs in the fall. Thinking creatively about how spring, summer, fall and winter play a role in customer’s lives opens up a whole host of ideas year round.
Seasonal marketing continues to be effective, especially on the packaging front. While seasonal marketing can follow the routine, presenting bold new ideas and packaging to the market can be effective for brands in the CPG market.
What personal information do we collect from the people that visit our blog, website or app?
When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, phone number or other details to help you with your experience.
When do we collect information?
We collect information from you when you subscribe to a newsletter, fill out a form or enter information on our site.
How do we use your information?
We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:
• To send periodic emails regarding your order or other products and services.
We’ll ask for your consent before requesting any type of information, it’ll also be optional to do so. You can also easily withdraw it or change it at any time. However, failure to provide that consent will prevent us from delivering content and other experiences to you.
Where do we storage your data?
We store all your data exclusively on our servers for at least a year, and we are the only ones that have access to them.
How can you access to your data?
You can exercise, at any time, the rights of access, rectification, cancellation and opposition of your personal data via email, addressed to firstname.lastname@example.org indicating your name, surnames, telephone number, attaching a photocopy of your ID or official document that proves your identity and clearly indicating the right you wish to exercise.
How to ask us to delete your data?
If you would like to unsubscribe from any of our communications you may do so by sending us an email to email@example.com. Otherwise, by continuing to interact with our emails, you provide us with permission to manage and use your data as described above.
How do we protect visitor information?
We do not use vulnerability scanning and/or scanning to PCI standards.
We use regular Malware Scanning.
Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.
We implement a variety of security measures when a user enters, submits, or accesses their information to maintain the safety of your personal information.
All transactions are processed through a gateway provider and are not stored or processed on our servers.
What happens if there’s a data breach?
We will inform all of our users within the first 72 hours.
Do we use 'cookies'?
You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies.
You do this through your browser (like Internet Explorer) settings. Each browser is a little different, so look at your browser's Help menu to learn the correct way to modify your cookies.
If you disable cookies off, some features will be disabled that make your site experience more efficient and some of our services will not function properly.
Third Party Disclosure
We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.
Third party links
We do not include or offer third party products or services on our website.
Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.
We use Google AdSense Advertising on our website.
We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting
We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.
Opting out: Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising initiative opt out page or permanently using the Google Analytics Opt Out Browser add on.
California Online Privacy Protection Act
According to CalOPPA we agree to the following:
Users can visit our site anonymously
How does our site handle do not track signals?
We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.
Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking
COPPA (Children Online Privacy Protection Act)
When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.
We do not specifically market to children under 13.
CAN SPAM Act
The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.
We collect your email address in order to:
To be in accordance with CANSPAM we agree to the following:
If at any time you would like to unsubscribe from receiving future emails, you can email us at
• Follow the instructions at the bottom of each email. and we will promptly remove you from ALL correspondence.
7315 Winsconsin Avenue, Suite 400 W
Bethesda, MD 20814
Last Edited on May 25, 2018