How Seasonal Branding Helps to Increase Sales?

“Holiday spending” no longer refers to products that are purchased during just the winter months. There is ample evidence which suggests that spending on other holidays of the year such as Mother’s Day or Easter is slowly climbing.

If you look at sales figures for all holidays in question, it is quite obvious that consumer-based holidays generate large spikes in sales. While running promotions during the holidays at the end of the year can be extremely beneficial for creating hype, brands are starting to realize the importance of creating the same kind of hype for other holidays. While UK consumers are pressured with rising inflation, that doesn’t seem to have much of an impact on the online sales, which can be gauged by the graphic given below. In fact, online sales are expected to account for around 21.5% of the retail industry in 2018 in the UK.  Companies wanting to be part of the supply for this demand need to be aware of how to adjust their own brands to best fit the consumers' search.

onlinesales

What is Seasonal Branding?

Before we can get into the benefits of seasonal branding, we need to understand what it is. Seasonal branding or promotions are those special discounts, offers or limited-edition items that are tied to a specific event or back to school season. The whole idea of creating a seasonal marketing campaign is to attract the attention of a target audience towards your brand.

Seasonal branding isn’t a complete makeover of an existing branding strategy, but rather an extension of existing marketing efforts to attract customers and increase sales during important holidays of the year, for instance, the eight bank holidays in England and Wales, not to mention Black Friday and Cyber Monday.

Types of Holidays

There are three types of holidays that marketers have their eyes on from the start of the year.

  • Recognized Holidays — These are well-known holidays such as Early May Bank Holiday, Spring Bank Holiday, Summer Bank Holiday, Valentine’s Day, Christmas, Black Friday, etc.
  • Annual Events —These are those periods of time when certain cultural events occur. A good example of this type of holiday would be the back-to-school season, which occurs between August and September.
  • Non-Traditional Holidays — These are the holidays that are not considered real holidays but can be classified as such nonetheless because they serve a particular purpose. For example, there is National Craft Month or National Coffee Day.

Before a business can take advantage of seasonal branding (i.e. adding a Santa hat on the logo or adapting colours in the brand to an autumn leaves pattern), they must first understand what roles a holiday plays in their promotions. That’s because not every holiday or annual even will apply to a particular product.

Are You Providing a Satisfying Online Buying Experience?

This brings us to the most crucial part of any online sale. According to a survey by Barclaycard, the average British online shopper abandons baskets worth £29.37 every month. Why is that?

To find out the reason for these low conversion rates business need to ask what the recent report from Qubit asked more than 4000 customers the following question:

phonepurchase


Knowing which Season/Holiday to Target

Continuously latching on to each and every holiday of the year with a full-fledged promotional campaign will cut into your profits. On the other hand, depending on the product you are selling, certain holidays or seasons in the year could really add value to your branding efforts. A great example can be given of Autumn when there’s a spike in gardening appliances and products, such as grass lawn seeds, weed killer, hedge shears, and leaf rakes. They say that those who fail to learn from history are doomed to repeat it. In the case of e-commerce businesses, the seasonality of the shopper is something that is counted on.

Seasonal branding can help create a stronger connection between the customer and your brand because brands that cater to seasonal wants and needs of the consumer seem more personable and relatable. While the total average eCommerce spend per consumer is estimated at £1,600 over the course of the year in the UK, according to Barclaycard, nominal spending was 4% higher [ft.com] between November 19 and December 23 in 2017, as compared to previous years, which also happens to be a span which includes Black Friday and Cyber Monday.  Tying your brand to those events at a core level helps users connect the brand with the holiday in the minds of your shoppers. 

christmas store branding

The Offline Experience

Much of this is targetted towards the online market - but that doesn't mean it's not relevant to the high street brands and face to face traders.  For most of these, social media and online communications are a crucial component to interacting with their demographic.  This is where a customised and seasonal brand helps entice your client and solidify that connection between the holiday and the company.  For all of living memory, we've seen shops deck their aisles and fill their windows with seasonal and festive displays.  As shoppers start to understand the concept of branding more and more, it's only natural that this seasonal acknowledgement spreads.  Social media, in-store posters, and staff nametags are just three great ways to make your brand seasonal.

Ending Note

Since consumers are already going to be thinking about upcoming holidays and seasons, putting your seasonal campaign up front with a solid marketing campaign surrounding that product can create a nice buzz around your brand that will help feed that seasonal excitement. According to A Marketer’s Paradox of Strategy VS Practice, two-thirds of consumers expect a same-day response to queries about a particular product or service, and 43% expecting a response within an hour, so companies need to have their finger on the pulse at all times if they want to stay ahead of the curve.

Why Do We Suggest GoDaddy?

Why We Suggest GoDaddy

Hosting is an essential element for all website providers. In the past, we offered direct hosting for client sited - but in a world of intensive malware, that's become more of a vulnerability than an asset, to protect against which is too expensive to warrant. So we hunted our a provider that would work for our clients...

Hosting Providers

There are hundreds.  Thousands.  And that's just from a cursory google search.  For obvious reasons we are unable to investigate and support them all, but after great research we've chosen to assist our clients with GoDaddy hosting.  This doesn't mean they must choose GoDaddy - we will offer our services for any provider, but it will work out the most cost effective to work with a company we're already familiar with.

Why GoDaddy?

1. Size. It matters. The scale GoDaddy operates on allows them to provide a vast range of solutions to hosting, domains, and web security. Their prices are competitive and their reviews overall positive. They wont be right for everyone, but the same can be said for any business.

2. 24-7 Support - phone and email. Regular support is a very important step in hosting. It's one of those areas where things can just go wrong. A server update at 6pm on a Friday could cause downtime until your hosting provider opens the lines Monday morning. Of course, it's no guarantee that speaking to someone immediately will provide a solution but it offers far more information than waiting would.

3. Orange Reel support. GoDaddy offers features which allow you to authorise Orange Reel to act on your behalf. That can be as simple as helping you edit the site, and change the features of your hosting to better support your sites, or as far as ordering extra services you request, setting the options so that it debits your accounts directly. We also know, and can advise, on the range offered by GoDaddy. These vary between businesses, so it’s an extra head start.

4. Native English call centres. They operate in the UK and USA primarily – whilst worldwide call centres operate fine, when it comes to technical support for hosting any language barrier can become a severe one fast.

Services

The absolute basics each of our clients need are the domain and an entry-level hosting account. The domain they generally own already, but if not GoDaddy offers virtually every conceivable domain extension available. The hosting account will depend on a number of things, but generally, GoDaddy’s “Essential” Plan works, it offers:

Award-Winning 24/7 Support

1 Website

100GB Storage

Unmetered Bandwidth

New PHP 7.0, 7.1, 7.2

Free Business Email - 1st Year

Free Domain* - with annual plan

Now you don’t need to understand all the details, it’s just what is included. Those with multiple websites, much higher visitor numbers or more demanding website features may benefit from upgrading to the Deluxe or Ultimate ranges. One of the benefits of working with GoDaddy is their payment structure. They offer a monthly package for convenience, as well as 1-year, 3-year, and 5-year options – usually the further in advance you order, the cheaper the package works out to be.

Checkout GoDaddy Hosting

SSL Certificates

As you can see in our Standard Vs Hosting blog from last year (Outdated in terms of our service but still relevant information) you’ll see an SSL is essential to reassure users that the website they’re looking at matches the domain they’re viewing.  This helps prevents phishing attacks whereby the site you’re logging into may look like Facebook or PayPal but is, in fact, a fake, just stealing your information. As of the latest Chrome update,  users are now told a site is “Not Secure” if it’s displayed without one of these certificates.  GoDaddy sells SSL Certificates from £50 per year, but for the time being Orange Reel is going to continue offering an entry-level SSL for £15 per year.  This is likely to cease as of June 2019, because more secure features will be required, but for now should help our clients save a notable amount per year.

Website Security

Protecting your site from Hackers, Viruses, and Malware is an important, though sometimes costly undertaking.  It will depend on your day to day use as to whether this is an important task for you, but GoDaddy offers you such services just in case. GoDaddy’s Deluxe Malware scan, removal and prevention. Plus, performance boost offers the following

12-hour response time

Unlimited malware removal

Google blacklist monitoring & removal

WAF malware prevention (basic firewall)

CDN performance accelerator

Advance DDoS mitigation

There’s plenty of information about each of these features on their website, on the wider internet at large, or available through us; but understanding the details isn’t crucial to using them.  In short, this is a round-the-clock level of protection – a basic firewall to protect from malware, hacker and virus attacks, along with a clean-up solution for removing any that get through.  This service costs approx. £192 per year or £15.99 per month - See More If you’d prefer to avoid this service, certain steps such as enforcing regular updates, maintaining security standards on the website, and performing regular backups can be significant assets. They’d require you to keep a close eye on the website of course, but nothing too time-consuming.  Maybe browsing it twice a week. If you would like a malware solution at a more affordable price, their “Essential” package offers:

12-hour response time

Unlimited malware removal

Google blacklist monitoring & removal

Essentially speaking, it will scan the site for malware every 12 hours or so and allow you to submit clean-up requests if it becomes infected.  This service can be brilliant if you find your website getting re-infected with malware on a regular basis.  However, this isn’t a fool-proof option, as the infection can permanently damage your site – preventing a repair.  In such a case it would need to be restored from a backup (providing you have a recent backup of the site which does not contain the infection) or you’d need a site rebuilt/built from scratch.  This is around £5.99 per month (though drops to £3.99 per month If you buy for periods of 12 months or more).

Website Security on GoDaddy

Website Backups

Backups are essential.  Whether you use included or paid extra services for those is entirely up to you.  Within the hosting account is an application manager - which will manage and maintain your Joomla.  One of the features it offers is daily backups which can store those backups either on your hosting account or your Dropbox (for off-site security).  These are great but not fool-proof. If a malware infection occurs, the site backup can include the infection.  If the infection goes unnoticed for a week, all of your current backups will have the infections, too. A managed version of website backups is available at a small cost from GoDaddy.  This starts at £2.99 per month (with 5gb space and discounts for longer term contracts), with the following services: 

Automatic daily backups

Built-in daily malware scanning

Back up a file, folder or an entire database

Scheduled or on-demand backups

Continuous security monitoring

Downloads to local storage

Easy one-click restore

Secure cloud storage

Expert 24/7 customer support

All of the site security and backup options are optional – much like insurance. Whether or not you feel they’re worth the money is entirely your decision. But most truly notice how valued they are when something goes wrong and you don’t have them. That said, as with every aspect of your business you need to balance to financial risk against the financial cost. It’s important to note, that regardless of the information given here, hosting and web security are constantly evolving fields and you should familiarise yourself with. 

This information is here for two reasons: 1st most of our clients haven't needed to deal with hosting before, so we want to provide a background. 2nd, clients will now be responsible for their hosting and it's consequences, so we don't want to throw anyone out into the cold

Orange Reel Support Will Continue

You'll be able to hire our support services for frequent little jobs or one off issues you need help resolving. However it works best for you.

Affiliation - we work on the GoDaddy Pro service. Basically, we get reward points for any of our clients who purchase GoDaddy services. Does this mean that beach-house in Aruba is days away? Sadly not. It's a minimal benefit which mainly provides discounts on the services we buy ourselves - but as there's a vested interest we're disclosing it. If you have any concerns about this clouding our judgement, checkout the service and you'll se it's not much incentive to steer clients. But we'll still happily assist you if you're not listed on our Pro account.

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