Spring into Fall

            I took one step outside my door this morning and was immediately greeted by a frigid gush of wind. The trees around me are losing their emerald green lush as their leaves fade to a rusty orange and golden yellow. Now that it is deep into October, the temperature is finally cooling down, and it truly feels like fall is upon us. This season has many unique and inviting characteristics that make it one of my favorite times of the year. The first ideas that come to mind when I imagine fall are apple picking, cider, hayrides, corn mazes, pumpkins, sweater weather, Halloween, Thanksgiving, and of course, football season (Go Dawgs!).  As a fall-enthusiast, I appreciate all of the fall-themed decorations, ideas, and items businesses are introducing during this time. In fact, seasonal changes are great opportunities for brands and stores to pursue business goals with new marketing strategies.

            Launching seasonal campaigns can add value by giving a company a fresh look and feel and enhancing a brand’s personality. In addition, these types of campaigns can increase sales during slower months. All different types of businesses can update their marketing tactics to reflect the change in season. For example, restaurants can create special dishes with foods that are in season and retailers can inspire a seasonal wardrobe with appropriate clothing items and color-themes.

            One seasonal brand change I have witnessed is Starbuck’s special beverage offerings, including the iconic Pumpkin Spice Latte, Salted Caramel Mocha, and Toasted Graham Latte. They also change the design of their cups during this season. Starbucks does an amazing job with creating buzz around their seasonal changes, and encourages customers to try their limited-time product offerings. The excitement Starbucks generates in fall creates brand momentum and leads to higher sales in the fall and following months.

            While seasonal branding has many potential benefits, businesses have to be wary of going too far. Changing too much, too quickly can confuse consumers. Adding seasonal elements to a brand’s website may make the site more difficult to navigate or understand, thus aggravating consumers. Brands should avoid significantly altering a logo for seasonal purposes so that it is completely unrecognizable. Season-themed additions are enticing and advantageous, and as long as changes are executed strategically, customers will likely respond positively.