As part of Perfect Balance Marketing’s series on seasonal trends, this post looks ahead to May marketing themes including events, giving you plenty of ideas to use today to start planning your seasonal promotional activities.
And while we’re looking ahead to bank holidays, exams, flower shows, and lighter evenings, make sure you also keep up with the marketing themes for April.
Exams – I remember sitting cross-legged on my bed as a teenager during exam season. Picture the scene: text books and scribbled revision cards spread across my Take That duvet cover (Could it be magic?), the sun shining, birds tweeting outside my window, and lawn mowers mowing in the distance.
I didn’t want to be there, I wanted to be outside. But my exam dates, complete with colour-coordinated boxes and a revision timetable, were keeping me inside.
May is when teenagers throughout the land will be cramming for their GCSEs and A-levels. Their mums may treat them to a set of new highlighters or an energy drink, but what could you offer that would make the dreaded exams a little easier?
An aid to study, a good luck gift or card, something extra to reward all that hard work? The media will be full of tips on revision, how to relax, essential kits to take into any exam, so why not offer some tips of your own on your blog?
The great outdoors – Grab the emergency chairs, it’s time for a family barbecue! Parasols (also known as umbrellas when the heavens open) at the ready, us Brits will be out in all weathers with our barbecued chicken wings, burgers and sausages.
Showcase the best barbecues, the best utensils, sell your own sun protection, offer a branding iron with your logo on it to stamp it on steaks, give away branded chefs’ hats and aprons – have fun with your marketing this season.
Weddings – Wedding season is upon us as thousands of couples approach their big day with excitement, trepidation and perhaps some pre-wedding nerves.
May to September is wedding season – brides-to-be are having their final dress fitting, dreaming of horse-drawn carriages, collecting their bespoke order of service from the printers, while invited guests are looking for confetti, a new hat, somewhere to stay overnight near the reception venue, and a stylish wedding gift.
Could you supply any of those? How could you tie in your marketing messages with the season of unity and new beginnings?
The sun’s out – and so, unfortunately for some, is the flesh. As soon as the average daily temperature hits double figures, those pale pins that have been safely concealed inside jeans and boots for the last six months get an outing.
Brace yourself for fashionable flip-flops, very short shorts, sunhats and oversized sunglasses.
Even though it’s not really Summer yet, the levels of Vitamin A are up and we’re loving it – capitalise on the positive vibes that the sunshine brings and give your customers something hot that they won’t be able to resist.
The FA Cup Final – Whether your customers like football or not, this is a sporting event that will be everywhere in the middle of May.
Cater to the needs of football fans, or maybe to their partners who are football widows – introduce a pampering range, develop a football themed box of choccies for her to enjoy while he watches the match and shouts obscenities at the ref.
1st May – May Day Bank Holiday – another day off? Already? But Easter was only a minute ago!
Not that I’m complaining. A long weekend to work on the garden, redecorate the bathroom, clear out the cupboards and have a barbecue (even if it does rain). I won’t say no.
What will your customers be doing? What could you offer them this Bank Holiday? Perhaps a short break offer or a themed menu that uses delicious seasonal produce from the local area.
23rd-28th May – Chelsea Flower Show – Over 157,000 people visit this annual event in London to enjoy the flowers, garden designs, colours, and the beauty of the outdoors.
You may not be joining them, but your customers may be, or they may be avidly reading the gardening supplements in the weekend newspapers.
If your customers fit the profile of the Royal Horticultural Society member, give them what they want and review some of the biggest and best displays at the show on your website, or link to the official Show site from yours.
You could also offer a gardening holiday break that includes visits to some of the best gardens in your region.
30th May – Spring Bank Holiday – Hurray for Spring and hurray for extra days off. Yes, for those of us who are lucky enough to get Bank Holidays off work, here is another one.
But don’t forget those who aren’t – while most of us are enjoying a lie-in and an extra day off, there are some who are up early, off to work and doing what they always do.
PS And don’t forget National Share a Story month.
Linking in with what’s already happening in the lives of your customers makes your communication job much easier – they’re already thinking about Bank Holidays, getting out in the Spring sunshine, revision and perhaps the FA Cup Final so when you talk about these events, you’re building rapport and talking their language.
What did I forget? How will you be linking in with May’s themes and events?
Start planning early and check out all the June marketing themes here >>>