CHECK IT OUT A quick-bite breakdown of the numbers behind industry hot spots
The 4 Pillars
In an era in which many shoppers have become
desensitized to rote holiday promotions, retail trading
partners would be wise to expand their occasion-based
marketing e;orts beyond the major holidays in favor of
campaigns that speak to consumers on a more personal
level. Here are some ways to make the most of themed
promotions year-round, according to New York-based
PSFK’s ;;;; Occasion-Based Marketing Debrief.
Creating a Sales-Driving Occasion
;; OCTOBER ;;;; WINSIGHT GROCERY BUSINESS
Fandom: Tie events
into pop culture and
sporting events and
allow customers to
interact with the story.
health and fitness
Impact: Use days of
action to leverage
ongoing initiatives and
create an opportunity
for customers to come
together and take action.
messages of inclusion
speak to consumers’
When brainstorming occasion-based marketing
campaigns, put the following on the to-do list:
Chew on This
• Who is the consumer, and how is this moment
relevant to them?
• How is the moment authentic to your brand, and
how does it align with your overall mission?
• What role can your brand play in enhancing this
• Are there any pain points around this moment that
your brand could address?
• How can you use this moment to increase the
quality of consumer engagement?
• How can this moment serve as a launch point for
an ongoing initiative?
Conversely, slate the following
on the “do not” checklist:
• Undermine your message.
• Ignore cultural rules and taboos.
• Make hollow gestures.
• Go for cheap laughs.
• Go against your history.
37% An equal percentage of marketers and retailers (37%) named driving sales and strengthening emotional connection to the brand as the primary benefit of seasonal/ occasion-based marketing.
Be a Good Guest: Ensure that you are enhancing, not
intruding upon, special moments in your customers’ lives.
Find Your Fit: Determine which occasions are meaningful
to your customer base and a good fit for your brand.
Create Connections: Give consumers an opportunity
to share what’s important to them and connect with
like-minded communities by creating virtual or in-person
platforms and interactive events.
Become a Partner: O;er consumers holistic
experiences that provide expertise or guidance for
achieving their health and lifestyle goals, and position
yourself as an integral part of their daily routines.
Forget About Calendar Dates: Think beyond traditional
holidays and marketing events and consider how you
can create more frequent occasions to connect with
Value Engagement Over Sales: Consider how
occasions can be used to create consumer engagement
and build long-term loyalty instead of measuring the
success of an occasion only by its dollar sales.
On average, 65%
of Gen Z and
that brands should
help them achieve
personal goals and
Source: PSFK 2017
Forecast Z Survey