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Making the most of spring with seasonal marketing

Wednesday, 4 September 2013 | By Rose Powell

Australians are readying themselves for spring, with marketers preparing for or already rolling out seasonal campaigns that tap into the coming warmer months.


This trend is especially strong in the health, fitness and beauty industries, with many rolling out summer-body campaigns already.


The health and fitness industry took out two of the five awards at the Franchise Council of Australia awards for Victoria and Tasmania this week.


Angela Williams, franchisee at Fernwood Women’s Health Club St Kilda, took out Franchisee of the Year for two or more staff, while Ty Menzies from ESM Health Club won Franchisee of the Year for business with less than two staff.


Menzies told StartupSmart his business has grown since he focused on seasonal marketing.


“There was a bit of trial and error for the first year or two, but for the last few years, we’ve really moved forward by implementing this strategy,” he says.


He added while the impending summer presented a lot of marketing opportunities for those in the fitness business, all kinds of businesses could tap into the momentum of spring for a marketing business boost.


“It’s spring; it’s the new fresh season. There is no one particular thing, it’s an amalgamation of many factors,” Menzies says.


“We always get a larger percentage of new members in the spring, but that’s how the warmer months are. People put off all kinds of decisions until they decide it’s time for a new me.”


Menzies focuses his marketing efforts in spring and in January and February, when New Year’s resolutions drive many to gyms and new activities.


“I find I do those two, spend most of the money then, and for the rest of the year we focus on marketing that is low or no cost,” Menzies says, adding joint ventures with local businesses and schools can be great sources of new trade in the colder months.

For seasonal or mood-based marketing, low barriers to access are critical to ensure new clients can easily act on their whim.


“We do a very cheap trial offer, such as five week offer for $25, so people realise it’s a great offer and see what it’s about, and then many realise the opportunity and stay.”


He says understanding the emotional and social drivers behind why your customers are coming to you is essential for seasonal marketing.


“What we tend to find is that by asking them what they’re after and what their goals are, price point isn’t an issue for most people, they want to know how to achieve the goals they’re longing for,” Menzies says.


“Most of the time people ask about price first because they don’t know what else to ask about. So take charge of the conversation.”