Chia-Pet can Help your Search Marketing Efforts
What Chia-Pet can Teach us about Search Marketing Strategy?
The increased frequency of Chia-Pet commercials are a sign the the holiday season is here. As it gets closer and closer to Christmas it will become more difficult to get that insipid Cha-Cha-Cha-Chia song out of my head. And just as I am about ready to go over the edge and destroy every Chia-Pet I see at the store it will all end. As I was watching television last night and saw the Chia-Pet commercial once again I realized that there is something that search marketers can learn from their marketing strategy.
Chia-Pets and Mens Razors spend more on holiday advertising than any other time
In fact, I would be willing to bet that they spend more in the few weeks leading up to Christmas than what they spend in total for the rest of the year. From what I can tell Chia-Pet only spends money on television advertising durning the holidays. Now I do see commercials for mens razors throughout the year but they really ramp it up during the holidays. The reason is simple. In the case of Chia-Pets people are looking for cheap gifts that are easy to buy in a pinch. As for mens razors it is probably a case of not knowing what to buy dad but since he has to shave a razor is an easy choice. These marketing efforts put the products in the minds of consumers when they are trying to figure out what to get everyone on their gift list.
So how can this help search marketers?
The answer is fairly simple. You want your message to reach consumers at the right time. Most people would never consider buying a Chia-Pet in the middle of the summer. They might by one if they are on their way to the company holiday party and forgot to buy something for the gift exchange. They may remember that Chia-Pet commercial and stop and grab one. Again, because it is quick, easy, and cheap. If search marketers take the time to understand what people want at different times of the year they can craft their campaigns around those wants.
Some sites sell products specific to different seasons and obviously it is fairly simple to create campaigns focused on the seasonal products. However some companies sell products or services that are not necessarily seasonally specific. In that case it is important to create campaigns the make the product relevant for that specific season. If you sell skin care products you should focus on how the wind and cold can affect your skin in the winter and how heat and sun can affect it in the summer.
Think about what people want depending on the season and create campaigns based on that
In almost every industry people are looking to fulfill different needs depending on the time of year. Make sure you understand what they are looking for and develop campaigns based on what they want. Chia-Pet is a great example. People might not actually be looking for it but they know about it during the holidays and may pick one up. By crafting campaigns based on customers needs for that time of year you can make sure they know that your product or service can keep it in the front of their minds when they are ready to make a purchase.
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