For seasonal business owners, demand rises and falls with the changing weather. While seasonality is a unique and perhaps daunting challenge, the predictable rhythm of demand means that those businesses who can sync their marketing with the mandates of sun or snow can have success year-round.

97th Floor is no stranger to seasonal marketing; we’ve executed winning strategies for businesses including pool maintenance, sports equipment, cruise lines, pest control, lawn care, solar, and moving services, just to name a few.

In this article, our resident experts in SEO, content, and advertising share five actionable tips for seasonable business marketers.

Start Early in the Off-Season for SEO

Search Engine Optimization (SEO) is a long-term game, and waiting until peak season to focus on it can be a costly mistake. It's essential to begin your SEO efforts well in advance, ideally during the off-season. 

Head of SEO Mike Witham says, “You need consistent year round efforts to maintain and improve rankings. If your peak season is in March, you should be ensuring you have solid rankings for core pages by no later than December. Do not start working on it the month before your peak season!”

Adjust Ad Budget for the Season and Location

For businesses serving multiple states or a large region of the country, seasonal demand may be different across these various geographies.

Enterprise advertising specialist Spencer Martin uses Google Keyword Planner to anticipate search volume fluctuations in different areas. 

He shares, “We launch campaigns early so that we have 2 to 4 weeks to ramp up and capture the full demand. Campaigns need time to scale and learn, so if we wait until the season starts to launch we lose out on potential profits for our clients.”

Consider Non-Digital Strategies

While digital marketing is crucial, seasonal businesses can see major wins by looking at more traditional advertising. Enterprise Account Executive Nathan Hooper suggests non-digital forms of advertising, such as mailers or community events to target local audiences. Advertising on community calendar pages or local business directories can put your business in front of potential customers who may be researching local services.

Know Your Audience and Their Motives

Understanding your buyer and their motives for buying is essential for capturing demand at the right time. 

Senior Director of Campaigns Jon Hammond shares that his clients in the travel industry refer to December through February as “The Wave.” This three-month period is the biggest sales period for travel as people look forward to summer sun during the cold, dark winter months. His clients maximize their ad budget and run major deals and promotions during this time to capture the demand. 

Content Marketing Specialist Kaylee Baker emphasizes the importance of targeting specific demographics, such as 18-30 or 25-40-year-old males, who are the main consumers of seasonal services. Consider the platforms they frequent, such as YouTube, to tailor your marketing efforts accordingly.

Consider Your Reporting

When reporting to leadership, especially in industries with high historical seasonality, like cruises, it's essential to use Year-over-Year (YoY) data rather than Month-over-Month (MoM) data. This approach provides a more accurate depiction of progress or decline in traffic or sales over the seasons. By analyzing YoY data, you can better understand trends and make informed decisions to optimize your marketing strategies.

In conclusion, marketing a seasonal business requires careful planning, adaptation, and understanding of your target audience. By implementing these five tips, you can maximize your marketing efforts and capitalize on seasonal fluctuations in demand.

Meta is the must-be space for advertising luxury home products. As a matter of fact, it’s basically the only place many luxury brands are putting their paid media dollars. A smattering of ad budget goes to display ads or YouTube, but well over 75% of luxury brands' advertising efforts happen on Meta: Facebook and Instagram. 

We’ve pulled Meta ads from ten luxury home brands to see how they’re pairing copy and imagery to entice their buyers.

These ten brands’ ads all have something in common: the extremely deliberate use of adjectives. Oh, the adjectives. The stronger copy does more than describe, but really transports us somewhere. Or, some ads use more specificity by naming specific materials. Whatever it is, the employed descriptors pair with strong imagery to promise customers a certain elevated living space. 

Use these ads and our analysis as inspiration for your own Meta ads; there’s lots to think about here.

Arhaus

Arhaus was founded in 1986 with a commitment to time-honored techniques while protecting Earth’s resources. Nearly all of their product photography, including the images in these ads, uses light and shadow to create dimension. The effect is that we can’t help but imagine what the rest of the room must look like – what must be causing those shadows – and it’s breathtaking. 

The ad copy further transports us; it’s hard not to feel a warm breeze and hear the chatter of friends and neighbors. 

With both imagery and copy, Arhaus’ Meta ads have us daydreaming about the possibilities a new outdoor set can introduce.

Maiden Home

Maiden Home’s photography takes the opposite approach from Arhaus in displaying furniture against a neutral backdrop. Instead of staging the pieces as in a home, their elegance and beauty is presented uncluttered and unadorned, inviting audiences to carefully inspect the shapes and colors at play. 

In these examples, the chairs are intriguing enough that standing alone is the only way to do them justice. The pieces make us curious, and the simplicity of the ad compels a click. 

Castlery Pty Ltd

Instead of attaching their brand to one style, Castlery makes pieces “for every style and aesthetic.” Castlery proves their products’ versatility by featuring the homes of real buyers in their ads. By showing actual living rooms of delighted Castlery shoppers, the ads supply both social proof and styling inspiration for a wide range of homeowners and decorators. 

Giorgetti

Giorgetti’s ads feature rich colors and a mix of interesting materials. The spaces feel out of a biopic about a brilliant musician or a mysteriously wealthy young person. We’d love to know what the fabric and the walnut talk about; we’d love to pull those pieces right off the screen and into our front room. Girogetti’s photos and copy promise audiences a “unique and personal” experience, one that immediately feels natural and inviting.

Koket

Koket’s pieces are whimsical, enchanting, and inspired by nature. In this Meta ad, Koket highlights the similarities between Lana del Ray’s Met Gala gown and Koket’s side table. The two are remarkably alike! Whether their Met Gala-inspired Meta ad was a stroke of luck or a careful analysis of the evening’s attire, we’ll never know. Is there an audience match here? Do Koket shoppers love Lana? Not so sure. But perhaps Koket’s audience is abuzz about fashion, design, and what the A-listers wear. Not too much of a stretch, is it? 

Rove Concepts

If you haven’t caught on yet, luxury furniture advertising seems to be all about using as many fancy adjectives as possible. I can’t say how all the cushiony language is taken by audiences; I’ve looked at so many of these ads now that I’ve started reading them to myself in a British accent. But, the words and images here promise what luxury furniture should provide: sophistication – in your home office, on your balcony, and everywhere else.

Currey & Company

Mmmm, that ever-sought-for storytelling that marketers, photographers, and apparently Currey & Company customers are all after. By giving its audience a few examples of what these stories may be and referencing their globally-sourced products, Currey & Company promises eclectic and delightful pieces without all the tariffs and bubble wrapping that must accompany a purchase, without an online cart. The copy here brilliantly matches the unusual pieces shown in the photos, and we imagine most people are interested in a ceramic cow, truly. This ad would win my click, for sure. 

Lulu and Georgia

Lulu and Georgia Meta ads sell furniture by instead offering free design support. Clever, ehh? Their Meta ads offer custom floor plans and mood boards made by Lulu and Georgia designers, which we’re confident will be full of Lulu and Georgia rugs, end tables, couches and decorations. The ad copy here could’ve gone a little farther to exaggerate the pain point here: trying to curate a beautiful space is a lot of work. Especially if you’re working off of a Pinterest board on which half of the links to that dreamy chandelier or pinstripe curtain set are missing or broken. Lulu and Georgia could ramp up the language around their unique selling point to strengthen these ads, but we applaud the strategy here.

Interior Define

Interior Define appeals to shoppers looking for just the right piece – the piece they can’t seem to find anywhere. It lives in their head, but not in any warehouses, and oh how they’ve looked. Now curators can become creator’s. Interior Define’s ads invite their audience to take the designer’s seat and build bespoke furniture, choosing from hundreds of materials, features and finishes. Surprisingly, the ads don’t focus on the boast of owning one-of-a-kind pieces. Instead, their advertisements offer help and a solution for shoppers who feel they’re never satisfied. Interior Define says, “Don’t settle.” Well, except into your custom couch, I suppose.

Soho Home

The Soho Houses are a collection of beautifully designed homes dotted across the globe as safe havens of inspiration for members-only creatives. Soho Home came to life when guests came begging to know where they could purchase the magnificent pieces curated for each unique House.

As a consequence of this opportunistic arrangement, Soho Home pieces seem bespoke and almost necessary for a creative and inspired space. Their pieces are automatically associated with exclusivity, travel, and arts. I’d mention the Soho Houses in every one of my Meta ads, too.

Did you catch all the adjectives? There are dozens, each carefully selected to elicit certain imagery and feelings for these brands' target audiences. Brands that deeply understand their brand and their customer will discover the unique combination of images, text and CTAs that will increase the bottom line.

At 97th Floor, our advertising specialists are committed to a thorough process of audience research and ad testing. We fine tune copy, creative and targeting until everything is just right and our clients are getting the maximum return on investment. Try us out. Then maybe you can do some furniture shopping of your own, huh?

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© 2024 - 97th Floor. All rights reserved.
Privacy Policy.
Proudly founded in Utah. Growing businesses worldwide.