Seasonal marketing campaigns are the backbone of many businesses and understanding how to allocate and manage a seasonal marketing budget can be the difference between thriving during high-demand periods and falling short.
According to a Comscore industry survey of marketers who manage programmatic holiday ad budgets, around 75% and 97% of holiday budgets are finalized by September and October, respectively.
Sarfraz Hajee, a seasoned business strategist and private investor, has a wealth of experience in guiding companies through the complexities of budgeting. In this article, we’ll dive into Hajee’s strategic insights, drawing on key principles of seasonal marketing planning to ensure businesses can capitalize on every opportunity.
The Importance of Seasonal Marketing
Seasonal marketing
refers to promoting products or services during specific times of the year when consumer demand is at its peak. Whether it’s holiday shopping, back-to-school season, or summer sales, well-executed seasonal campaigns can generate a significant portion of a company’s annual revenue. Hajee stresses that businesses must anticipate these opportunities and plan ahead.
“The foundation of any successful business campaign is the preparation that happens months in advance,” says Hajee. “You can’t afford to be reactive when these peak times roll around. Strategic foresight is what sets you up for success.”
Budgeting With Purpose
A major challenge for many businesses is balancing limited resources with the need for aggressive seasonal promotions. Hajee recommends an approach that starts with understanding you’re revenue cycles and building your marketing budget accordingly.
“The first step is to segment your marketing budget by season or event,” Hajee explains. “This way, you allocate specific funds to times of the year when your business traditionally sees the highest return on investment.”
He also emphasizes using data from previous years to identify high-performing channels and strategies. “You don’t have to reinvent the wheel each season. If a certain type of ad or platform worked last year, you can refine that approach and put more resources into it, especially when you have a clear idea of your target audience’s behavior during these key times.”
The Comscore survey found that marketers are prioritizing desktop and mobile ads this holiday season:
- 79% plan to run website or browser ads on desktop and mobile devices, excluding social media platforms
- 74% plan to air CTV or OTT ads
- 27% said they’d run audio ads.
Flexibility Is Key
Another important factor Hajee highlights is the need for flexibility in your seasonal marketing budget. Seasonal trends can be unpredictable, and rigid plans may prevent you from seizing last-minute opportunities.
“Leave some breathing room in your budget for unexpected changes or new trends that may emerge,” Hajee advises. “Consumer preferences can shift rapidly, especially in today’s digital landscape. Having the flexibility to adapt your strategy ensures you’re not missing out.”
This flexibility extends beyond just financial resources. Hajee advocates maintaining agility in your content strategy so you can pivot messaging or promotions to align with real-time trends.
Utilize Data and Technology
One of Hajee’s key insights is the use of technology to inform budget decisions. By leveraging data-driven tools, companies can more accurately predict when to allocate their marketing spend and on which platforms to focus.
“Digital marketing tools allow you to track performance in real-time, so you can adjust your spending on the fly. These insights are invaluable in maximizing the return on your marketing investments during high-demand periods,” says Hajee.
A key example is monitoring consumer behavior during different times of the year. By using analytics platforms, businesses can determine what their audience responds to and can invest in those efforts accordingly. This also allows businesses to make strategic decisions about scaling back spending during slower periods, thus preserving resources for peak times.
Building a Scalable Strategy
One of Sarfraz Hajee’s core principles is the importance of scalability in any strategy. The better a business can scale its efforts, the more it can maximize its ROI without overextending its resources.
“Scalability ensures that you’re able to increase your efforts during peak times without compromising quality or running into budget constraints,” Hajee explains. “This means focusing on campaigns that are adaptable and can grow as demand increases. It also means investing in evergreen content that can be reused or updated for multiple seasonal campaigns.”
By creating versatile content and investing in campaigns with the potential to grow, businesses can ensure they are well-positioned to meet increasing consumer demands without breaking the bank.
Planning for Off-Season Engagement
While the focus may be on peak seasons, Hajee also stresses the importance of off-season engagement. “A strong off-season strategy can keep your audience engaged year-round,” he says. “During slower times, you can build brand loyalty and awareness, so when the high-demand season comes, your audience is ready to convert.”
He advises brands to invest in nurturing relationships during off-peak periods through social media, email marketing, and targeted advertising. This creates a solid foundation for future campaigns and ensures businesses don’t have to start from scratch every season.
Conclusion
Mastering seasonal marketing budgets is an essential skill for businesses that want to thrive in competitive industries. Sarfraz Hajee’s strategic insights offer a clear roadmap for businesses looking to optimize their seasonal campaigns. From purposeful budgeting and flexibility to using data and technology, Hajee’s approach ensures that companies are prepared to succeed during high-demand periods and beyond.
By anticipating trends, allocating resources effectively, and planning for the long term, businesses can make the most of seasonal opportunities while ensuring year-round growth.
