According to Cliff Arnalls, a part-time tutor at Cardiff University, the 24th of January was the most depressing day of the year. He even came up with a formula forecasting this day of misery which included elements like 'foul weather', 'debt', 'lack of money' and 'days since Christmas'. While it may have been a dark and dreary day for some, for me it was well and truly spring.
Like many in marketing-related roles, my job requires me to always think a few months ahead. Instead of researching cures for depression, I was optimising some Valentine's flower accounts here, saucy lingerie campaigns there and finished the day checking out the happy-go-lucky fashion trends for spring and summer. I love my job!
If you, like me, relish the thought of benefiting from seasonal peaks and prefer to think months ahead instead of wallowing in winter misery, look no further. Below you will find tips from my colleagues on what to look out for in finance, travel, entertainment, motoring and retail. If you haven't already started optimising your Microsoft adCenter accounts to benefit from these seasonal spikes, now is the time to do so. Securing a history of strong campaign performance with high click-through rates now can pay off in lower costs-per-click later when seasonal traffic volumes increase.
Finance
Banking: The ISA season is approaching in April and accounts should be ready. The legislation around ISAs will chance, increasing the quota for under 50s. This should create more interest in these products. Savings continues to grow year on year and should remain a focus for the cost-conscious consumer.
Financial Planning: At the start of the year consumers are looking to sort out their finances and consequently two products are of interest:
1. Debt Management
2. Credit Checking
Credit Cards: While there might not be as much interest in lending products, consumers see credit cards as a way around this. Consumers are savvier with their plastic, however, with new deals on the market, early 2010 is still prime time to promote them.
Insurance: While always a focus, January-April is the most important time for insurance clients. In March the new car registration plates are released which creates a cascade of insurance purchases, particularly home insurance.
Travel
The beginning of the year is a key time of holidaymakers; many people use this time to organise their summer holidays. Consequently, a few trends should be taken into consideration when planning your travel campaigns.
Package Holidays and Self-Catering: With many people planning to cut back on holiday expenditures, package holidays and self-catering cottages represent a cost-effective alternative. Cruises should also be considered as an alternative as many cruise lines have expanded in the past year and continue to have offers.
Continual Shift in Destination Choices: Many that took 'staycations' last year may be looking at more traditional holiday locations. Variations in exchange rates have also affected consumer traffic patterns, shifting towards non-euro zone destinations
Last Minute Travel: The last minute and late deal market has been key this year for many advertisers. Consumers have wanted the most cost-effective holidays and have shifted their mind set as to how they should or need to book their holidays.
Entertainment
The Award Season: 'Birds of a feather flock together' and so many music and film award ceremonies will be held in the next few months. The Grammy, BRIT, NME and BAFTA awards and not to forget: the Oscar nominations will increase the interest in certain films and music. These events are also sponsored by many advertisers who could use this in their ad copy.
Dating: February is the month of love as Valentine's Day is celebrated on the 14th. If you are a professional match maker you could use this occasion to lighten up any singletons unhappy with their status with offers (just don't try 'two for the price of one').
Motoring: The Geneva Motor Show (4-14th of March) is the first major motoring event on the European calendar. The show and publicity around it will drive interest in (new) cars. In the same month new car registrations come out which also drives the public's interest in a new set of wheels.
Retail
Valentine's Day: It does not really matter whether you are selling lingerie, flowers, chocolate or heart shaped gardening tools almost anything makes someone's heart beat faster so retailers get your ad copy and keywords ready!
Fashion Week: The French are always first when it comes to fashion, so while the Paris Fashion Week is grabbing the headlines as we speak, the London Fashion Week (February) is bound to increase our graving for clothes less woolly and water-resistant. With most spring collections now in store it is time to ensure your fashion generic ad groups are in good shape. It is also worth it to check newer fashion items are covered by keywords as some fashionata shoppers search specifics.
Mother's Day: This day celebrated on different dates around the world but in the UK mothers are spoiled on Sunday the 14th of March. Mums are versatile beings so the advertising opportunities are wide. Some keywords around Mother's Day gifts and good ad copy across more than one campaign should pay off.
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