Tuesday, October 28, 2014

Pumpkin Spice And The Marketing Of Seasonal Products

The thought process behind brands offering seasonal varieties of products is not too difficult to understand. Think like a customer (which we all are), and you get it instantly.

It's that time of year when you can finally buy that thing you like, and what do you do? You make it to the store before its too late and they stop selling it, of course. Ooh, that fear of missing out is a powerful motivator!

I doubt any of us are above it. We all have our seasonal pleasure - a Shamrock Shake from +McDonald's in the spring, a winter warmer style of beer from any number of breweries when it's cold out, and the Pumpkin Spice Latte in the fall. Oh, the pumpkin spice latte. That drink from +Starbucks Coffee has taken on a life of its own, and really created an entire seasonal flavor craze.

I'm sure Starbucks is not the first to create a pumpkin spice product. But, they popularized it to immense proportions, and hit a home run with a menu item that a seemingly large portion of their customer base eagerly awaits each year. In addition, they are no doubt attracting seasonal customers with this item as well. Why? Because it's an experience for people. The aroma and taste produce an emotion that keeps coffee drinkers coming back.

Since the popularity of this flavored latte, many many brands have jumped on board with their own pumpkin spice offerings. Below is a slideshow of just some of these other products:



With all of these and more, the pumpkin spice trend will probably have overwhelmed the population before long and outworn it's welcome. But, seasonal trends will continue. Some say Candy Corn is the next to catch on.

What do you think will be next? Leave your prediction in the comments.

Monday, October 27, 2014

I'm Back!

Wow, I've been away from this blog a long time! About 3 months. Actually, I have been blogging...on LinkedIn, but more on that in a minute.

If you happen to be connected with me on any of my social accounts (thank you much) you know I haven't really left. I've just been waist deep chairing a digital marketing event that took over my life for a while. It was a lot of fun though, and an incredible learning experience.

The event was a customer-focused marketing conference meant to explore how marketers can use digital channels and technology to deliver unique and valuable experiences to customers. In fact, one of the ways I was promoting it was with the LinkedIn publishing platform. I published 6 posts in the months leading up to the conference. You can read them here.

I had wanted to try out the platform, and I figured this would be a great opportunity to offer some focused content and judge the response. I really like the set up, and I love the fact that publishing a new post sends a notification to my connections, informing them that I have something to share.

I definitely plan on publishing there more in the future. But, for now I really want to get back in action on this blog too. So, expect something from me tomorrow.  


P.S. We're already starting to plan next year's conference (the 8th annual). If you would like to be involved in 2015, or would just like to get the details when we have some news to share, leave a comment on this post, and you will be hearing from me.