When conducting market research and planning a marketing strategy for your service/product you will need to consider the who, what, why and when to ensure you can create an effective marketing strategy.
– Who will buy it?
– What is your service/product?
– Why will people buy it? Does it solve a problem?
– When will it be purchased? Is there a purchase occasion?
A purchase occasion is when your customers buy your products or service because of a particular occasion. This can include; Christmas, Father’s Day and even when children return back to school.
With Easter just around the corner, we thought we’d look into how this seasonal event is a big purchasing occasion for one particular brand and provide you with a list of future occasions so you can plan and prepare your business for each one well in advance!
In the UK approximately a whopping 80 million chocolate eggs are sold each year! Bearing this in mind you can understand why Easter is an obvious purchase occasion for chocolate giant Cadbury’s. Their gooey creme eggs are one of the world’s most popular egg shaped treats with 1.5 million of them being produced every day in their Birmingham based factory. According to their Facebook page, these gooey fondant treats wrapped in a chocolate shell are only available to purchase between 1st January and 5th April with the spring season now being referred to as The Creme Egg season!
Limiting the availability of this product creates a sense of urgency, guaranteeing maximum demand and resulting in 200 million creme eggs being sold in the UK between January and Easter!
Your products or service could relate to multiple purchasing occasions depending on what they are. Consider whether customers are more likely to buy your products because of a particular occasion in the diary. Once you’ve identified if your products are more likely to be sold because of a specific event, you may want to think about planning a marketing strategy accordingly. For example, if you are a florist then you may want to think about and plan for Valentine’s Day, Mothering Sunday and Anniversaries.
We’re sure there are plenty more occasions which you may be able to think of and relate your business to but we’ve listed a few below:
- Valentine’s Day
- Chinese New Year
- Mothering Sunday
- Patrick’s Day
- Father’s Day
- Bonfire Night
- New Year
- Anniversaries – Silver, Golden, Diamond
Let us know if there are any other purchase occasions that relate to your business and whether you do anything differently to promote those products at that time?