Rob Hind
Seasonal promotions are one of the most effective ways to drive sales, but only when backed by strategy, insight and great in-store execution.
In this article, I dive into what makes seasonal campaigns work and how Meridian helps brands become contending challengers by turning seasonal moments into measurable success.
Why Seasonal Promotions Still Drive Results
Seasonal promotions continue to deliver powerful results because they align with the natural rhythms and traditions of when consumers plan to spend money. There is a sense of anticipation and excitement around seasonal events, whether it’s Easter, back-to-school, or festive holidays.
Consumers are more willing to spend money during these times, and seasonal promotions tap into that sense of urgency and relevance. When your brand shows up clearly during seasonal events, you are satisfying a customer’s need.
The Building Blocks of a Successful Seasonal Strategy
Timing is everything
The best seasonal campaigns don’t just launch suddenly. They lead into peak periods by starting early enough to build visibility, anticipation and urgency. Hitting the right timing window can make a significant difference.
Know your audience
The most successful strategies are targeted and tailored around who their ideal customers are, what they care about during that season, and how they prefer to engage. When your promotions are designed to meet your audience’s needs, they help your brand thrive.
Capture attention
In high-traffic seasons, standing out is non-negotiable. Seasonal campaigns need to spark interest and drive engagement from shelf level to point-of-sale. Think eye-catching displays and compelling campaign visuals.
Consistency is key
Your in-store, digital and promotional messaging should all work together to deliver a consistent brand message across platforms.
Set measurable goals and metrics
Every campaign should launch with clear objectives that define success, whether it’s increased in-store engagement or higher sales. Setting clear goals can help you determine if the campaign was successful and if you need to make any adjustments for the next one.
How Meridian Drives Growth Seasonal Execution
Our teams know that a successful seasonal campaign needs all the right elements to make it work, from flawless in-store execution to proper stock management. Here are some standout campaigns we recently put together:
Back-to-school
For our annual back-to-school campaigns, we focused on visibility, urgency and relevance. We rolled out targeted displays and ensured full stock availability with adequate buffers for popular products.
These campaigns generate a significant uplift in product movement and increased brand exposure during a key purchase period for families.
Easter
During Easter, consumers have high expectations, and the market is highly competitive. By tapping into shopper sentiment and executing displays quickly and consistently in stores across the country, we helped brands capitalise on seasonal momentum.
Our merchandisers ensured that every point of the shopper’s journey was optimised, compliant with in-store regulations, and visually on-brand to ensure success.
Top Merchandising Tactics for Seasonal Success
Create eye-catching displays
Seasonal displays need to draw shoppers’ attention instantly. Use eye-catching colour palettes and other creative elements that can help boost shopper engagement.
Leverage strategic product placement
Where your product is placed is just as important as how it looks. Successful seasonal execution means identifying high-visibility zones, like entrances, till points, and aisle ends. Then, it’s important to make sure your products are where the shopper’s eye naturally lands.
Use promotional signage
Shoppers make decisions in seconds. Using strong signing that communicates value fast is key. Think bold messaging, time-sensitive language, and clear pricing.
Have interactive demos
When possible, live demos or sampling stations can help bring seasonal products to life. They tap into curiosity, remove purchase hesitation, and offer a personalised brand experience that can help increase sales.
Use cross-merchandising strategies
Pairing complementary products can encourage additional purchases. For example, putting Easter chocolates next to baked goods or lunchbox snacks close to school supplies. These pairings make the shopper’s journey more convenient and can drive impulse buys.
Stay Ahead of The Curve with Meridian
At Meridian, we help brands power seasonal campaigns with heart. With national reach, expert teams, and a focus on great execution, we turn these sales strategies into thriving promotions. Is your brand ready to become a contending challenger? Get in touch with us to see how we can help.