Local brands have experienced continuous and rapid growth over the past decade. The lifestyle of young Indonesians, primarily dominated by Millennials and Gen Z, has significantly contributed to this growth as these generations are highly attuned to current trends. This development is evident as many Indonesians have become familiar with, interested in, and loyal to certain local brands.

Today, local brands are introducing domestic products that can rival international ones in uniqueness, quality, and cultural relevance. For example, local brands excel in body care, skincare, and food products, especially those requiring halal ingredients, providing a sense of security for many Indonesian consumers, the majority of whom are Muslims. Additionally, local fashion brands are starting to offer premium quality and up-to-date designs that compete with international brands. As a result, customers who once preferred international brands or were skeptical about domestic products are now shifting their views and supporting local brands.

However, in today's market, customer preferences are rapidly evolving due to various factors, including cultural influences, psychological changes, and shifting trends. These dynamics contribute to a significant decrease in brand loyalty between local brands, as consumers are more willing to explore new options. In this highly competitive environment, it becomes crucial for marketers to strengthen their brands to stay relevant and appealing to consumers. One key strategy to achieve this is through diverse sales promotion techniques, which can help local brands highlight their unique value propositions, create memorable customer experiences, and build a loyal customer base.

Typically, brands look for events, occasions, and special days to launch promotional offers. These events can include New Year, Independence Day, Eid, Christmas, Valentine’s Day, seasonal changes, and other significant cultural days. Such seasonal promotions align with customs and trends in society, making them effective in capturing consumer interest.

Seasonal Promotions

Seasonal promotion refers to any promotional activity, such as special offers, discounts, or limited-edition items, inspired by holidays, celebrations, or different seasons. Seasonal promotions or campaigns are excellent tools for planning your promotion calendar. Pre-planned marketing efforts allow you to engage customers with well-crafted and original promotions across your sales funnel. With a detailed promotional schedule, you can consistently stay ahead of the competition and be the first to reach potential customers.

Seasonal promotions can boost sales by enhancing your visibility among consumers. By aligning with events and trends, your brand can remain top-of-mind for customers throughout the year.

One of the best aspects of seasonal promotions is that customers often look forward to them. They eagerly anticipate the excitement and enjoyment that comes with special offers provided by various brands.

Special occasions can be leveraged to create seasonal promotions. The key is to focus on highlighting your products or services, rather than the event itself. Your campaign and offers should be the central focus of your messaging, not the season. Seasonal promotions provide a significant advantage over regular marketing efforts.

Benefits of Seasonal Promotion

Seasonal promotions can have a significant impact on a local brand in several key ways:

1.        Increased Visibility

Seasonal promotions can boost a brand’s visibility by aligning with holidays, events, or seasonal changes that are top-of-mind for consumers. This heightened visibility helps local brands stand out in a crowded market and attract new customers.

2.      Enhanced Customer Engagement

By leveraging seasonal themes, local brands can create more engaging and relevant marketing campaigns. Promotions tied to specific events or holidays resonate more with consumers, encouraging interaction and participation.

3.      Attracting New Customers

Special offers and limited-time promotions can draw in new customers who might not have considered the brand otherwise. Seasonal promotions often generate excitement and urgency, prompting first-time buyers to make a purchase.

4.      Encouraging Brand Loyalty

Well-executed seasonal promotions can reinforce customer loyalty by offering unique experiences or exclusive deals. Customers who have positive experiences with these promotions may develop a stronger affinity for the brand.

5.      Boosting Sales

Seasonal promotions can lead to an increase in sales by driving traffic and encouraging higher purchase volumes. Limited-time discounts and special offers often lead to immediate spikes in sales and can help clear out inventory.

6.      Creating Differentiation

Local brands can differentiate themselves from competitors by offering unique seasonal products or promotions that reflect local culture and traditions. This helps build a distinct brand identity and fosters a sense of local pride.

7.       Gathering Market Insights

Analyzing the performance of seasonal promotions provides valuable insights into consumer behavior and preferences. This data can inform future marketing strategies and help brands better understand their target audience.

8.     Strengthening Brand Image

Consistent and creative seasonal promotions can enhance a brand's image by showcasing its ability to innovate and stay relevant. This can position the brand as a trendsetter and increase its appeal to target demographics. 

Tips on Planning Seasonal Promotion

Tips on Planning Seasonal Promotion/Campaign are as follows.

1.        Planning your campaign beforehand and schedule it wisely.

Creating a sensible schedule can save you a lot of time, so don't cut it fine and ignore the necessary timespan for a campaign. When planning your seasonal advertising and campaigns, outline the entire process from start to finish. Generally, planning a specific campaign in detail 2-3 months before a holiday or special day is sufficient, giving you ample time to optimize your campaigns according to other criteria.

2.      Do competitor research.

Reviewing your competitors' past campaigns can be a source of inspiration. By monitoring their marketing activities, you can gain insights into their strategies and outcomes, allowing you to enhance your own campaigns.

3.      Set your target audience.

Segmenting your audience and understanding their needs can make your seasonal marketing more effective. Tailoring your promotions to these needs helps you get the most out of your campaigns and build customer loyalty. To succeed, focus on understanding your customers and delivering clear, engaging messages that match their interests.

4.      Focus on your content quality.

Provide valuable content for your visitors beyond just aiming to increase sales. For instance, if you have a blog, share well-curated and relevant content about specific topics. Additionally, include detailed product information on your website to enhance user experience and also share valuable content on your social media channels.

5.      Analyze your campaign afterwards.

Analyzing your marketing campaigns helps you improve future ones and determine what worked. Regularly collect customer feedback and review their actions and comments to identify areas for improvement. Lastly, measure your key performance indicators (KPIs) after each seasonal campaign and report them thoroughly.

Crafting Effective Promotional Offers

1.       Type of Promotion

- Discount: “20% off all items” or “Buy one, get one off 50%”

- Limited time offers: “24-hour flash sale” or “Weekend only: 30% off”

- Exclusive Product: “Limited-edition holiday collection” or “Exclusive bundle offer”

- Buy One, Get One Free (BOGO): “Buy one shirt, get second shirt free” or “Buy two, get one free”

- Free Gifts: “Free tote bag with purchase over IDR 50.000” or “Free sample with every order”

- Referral Discount: “Refer a friend and both get 15% off” or “Refer three friends and get a IDR 100.000 gift card”

2.       Best Practice for Promoting Your Seasonal Promotion

• Social Media

1)    Choose the right platform (e.g., Instagram, Facebook, TikTok) with the most active target audience.

2)    Create engaging content to capture attention.

3)    Utilize hashtag or tags to increase your post.

4)    Leveraging paid advertising to increase the visibility of your seasonal offers.

• Email Marketing

1)    Segment your list based on customer behavior, preferences, and demographics.

2)    Craft Attention-Grabbing Subject Lines to highlight the value of your seasonal promotion.

3)    Include Clear Calls-to-Action (CTAs) that direct recipients to your promotional offers or landing pages.

4)    Optimize for Mobile.

• In-Store Promotion

1)    Create seasonal display that highlight the seasonal offers to draw attention.

2)    Train your staff to be knowledgeable about the promotion and can assist customer effectively.

3)    Host In-Store Events should demonstrate the product, previews, or special shopping nights.