Positioning Products With Seasons to Stay Profitable All Year
There are few certainties in this world and the changing of the seasons is definitely one of them. These seasonal shifts, as well as the specific holidays they bring, provide fun and exciting marketing opportunities for a wide range of products. But in order to take advantage of these opportunities, you need to know how to properly position your product to be profitable all year round.
Some products, obviously, sell better during certain seasons but that does not mean it has to sit in a warehouse, racking up storage fees, until your optimal season rolls around again. By closely examining your product and tweaking your listings, you can play to your product’s strengths and continue to make sales no matter the season.
Consider Your Content
Just because your product seems well suited to a particular holiday or season does not mean that it cannot be tweaked to fit other occasions. It is all in how you present it. Take a moment and think about it, do people use your product differently at different times of the year? Do different features become more impactful during different seasons?
Brainstorm and identify all the benefits of your product and use them as your selling points. More often than not, you will find your product does multiple things and not highlighting this fact means missed sales opportunities. For example, if you sell gift baskets filled with artisan foodstuffs, your prime season is likely the Christmas holidays. During this time, people concentrate their efforts on finding unique gifts to give to business associates, party hosts, and neighbors. But when you stop to think about it, there are other times of the year when they might be looking to do the same. Adjust your basket’s wrapping or the contents slightly and you may have a one of a kind wedding present. College and University convocation ceremonies often occur in both the spring and the fall, your basket might make the perfect gift. Sometimes you need help people think outside of the box.
The same can be said for some items that have a single use. If you sell something with a specific use, like a crystal vase, you can position it in a few different ways. It is perfect for holding fresh cut flowers, yes, but it can also make a lovely Mother’s Day Gift. In modern-day tradition, crystal is the gift for the third wedding anniversary.
These are just a few examples, but there are many. Take a little time and look through your customer feedback. Sometimes people will share a story about your product that highlights a use you had never considered. Use this intel to your advantage and write your content with these uses in mind. Stay on top of your content and make sure you point to these advantages when appropriate so your product can find the right buyers.
Freshen Your Images
Keep your primary product images fresh and adapt them to the season. No one wants to see Christmas photos in the middle of July. Images should be fresh and seasonally appropriate. You want potential buyers to be able to imagine themselves using the product TODAY.
Again, if you have a product that can apply to several different circumstances, this can be reflected in your images as well as your content. Let’s imagine that you sell a high quality LED flashlight. During September and October, you can display images of the flashlight being used to escort children through the neighborhood on Halloween. In the summer months, show it being used to light up a campsite. Pair these images with your typical product shots. It is always wise to show your product in use, it gives people an idea of the scale and it enables them to imagine themselves using it. This ability to imagine can be converted into sales if you provide seasonally appropriate inspiration.
Running seasonal promotions and email campaigns is a great way to boost sales. Sell jewelry? Run a Valentine’s Day promotion. Workout equipment? Take advantage of New Year’s Resolutions in January and early February.
Promotions serve to remind people that your product is perfect for their seasonal needs. People can struggle to find Mother’s Day and Father’s Day gifts, if appropriate, remind them that you fit the bill.
Special promotions can also serve to highlight less obvious advantages of your product. That durable, sleek, and stylish barbecue cover you sell might make the perfect Father’s Day gift, but it is also a smart and cost-effective way to protect a grill in the snowy winter months. Running promotions in the late fall can alert people to this fact.
And remember, just because a product benefit is obvious to you, does not mean it is obvious to everyone. You sell a product, so do not be afraid to sell your product. Sometimes people are so narrowly focused in their online shopping, that may not even notice how appropriate the item actually is for their purpose.
Promotions can be set on Amazon from your Seller Central Account.
Change Your Keywords
We all know that using appropriate keywords is one of the strongest ways to attract attention to your product listing or website. Adjusting your keywords to suit upcoming holidays or seasons is just smart. Include terms like “mother’s day” or “Halloween” to highlight certain holidays or you can speak to the season by including not only the name of the season but keywords that point to specific uses. If you sell linens, include “beach” in a listing for towels or “picnic” in a listing for a large lightweight blanket. This will help ensure that your product appears in a search related to those topics.
Check to see if your item has a gift category on Amazon. Sometimes it is easier to get noticed in a niche category than it is in a more generalized space.
As Always, Optimize
For the best results all year round, you need to keep your listing optimized. Study Amazon’s Terms of Service to make sure you remain in compliance with their conditions and then make the necessary seasonal adjustments to your listing. Update your list of features when necessary, swap dated images for more appropriate ones, and include timely keywords in your product title as well as in the rest of your listing.
If you are running a promotion, remember that you cannot use the word “sale” anywhere in your listing. And this restriction actually works to your advantage and can prevent your listing from looking too gimmicky.
As always, you want a clear listing that shows potential customers exactly what they will be getting. Titles should contain your seasonal keywords but they should still be clear and easy to understand. If a buyer cannot determine what your product is, they are unlikely to even click the link to find out.
The changing season provides new sales opportunities for your products. By following the tips laid out in this post you can take full advantage of all the benefits your product has to offer. Do not limit yourself to the obvious avenues, use the shift in season to capitalize on the shift in user interests. By positioning your product to keep pace with the season’s changing demands, you can set yourself up to be profitable 365 days a year.