The five most common mistakes in marketing strategy on seasonal dates 

Many seasonal campaigns fail because they lack strategic marketing planning coordinator the Technology courses of Universidade Santo Amaro (Unisa) and specialist in Marketing strategy for the B2B segment, Rodrigo Medici Candido.  

For the professor, seasonal dates for retail can provide increased revenue for stores, but they do not work miracles without a defined goal. “The objectives must be aligned with the evolution of the business, so the seasonality period can be enhanced to obtain other results, in addition to sales itself, but for this it is necessary to” planning, points Medici. 

The coordinator warns of the five most common misconceptions committed by retail in the seasonality period:     

1. Lack of planning: a solid business plan is based on consistent audiences, reasonable goals, defined metrics and real-time tracking. Planning should be carried out based on previous data, market behavior and observed trends, so it is important to have a history of goals to which it can be based. 
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3. Target audience: different dates ask for specific audiences. Unlike regular actions, seasonal campaigns demand a specific audience, with a different purpose, with specific consumption habits for the period. Although they are composed of the same people, it seems strange to think so, but it happens that these people are in a different consumption demand.  

1. Ignore current trends: times change, and the internet changes even faster. Not being up to date with current trends and not aligning the campaign with the context can generate a lack of adherence and, consequently, lack of engagement. 

1. Poor campaign budget management: applying resources in unnecessary places can cause a limitation in campaign efficiency, either by overspending on not-so-efficient channels, or spending less on content production. 

1. Inadequate evaluation of goals: giving importance to vain metrics and not paying attention to the real results of the campaign is a common mistake on seasonal dates. Analyzing the real numbers of the campaign only brings benefits, either to measure the success to repeat the recipe, or to learn from the mistakes and have parameters of corrections and fine adjustments in the seasonal campaigns that will come. 

A structured strategic planning can reduce errors, since it brings relevant information about the consumer profile, the definition of goals and metrics and the targeting of resources.In case of any inconsistency, the process itself would identify the bottlenecks to be corrected through data rather than by means of chisms.