||Best Practices: Leveraging Sales Seasonality
Properties Can Speed Up the Sales Process by Offering Platforms that Coincide with Key Sponsor Sales Seasons
When prospecting potential partners, sellers need to consider a number of factors ranging from brand fit to audience alignment.
One commonly overlooked but increasingly important factor: sales seasonality.
Properties can improve their close rates by targeting companies and categories whose key sales periods overlap the timing of their event or series during the calendar year.
Case in point: Pest control companies frequently look for promotional platforms that take place in the spring, a time when their service is in demand.
MosquitoNix sponsored the recent HP Byron Nelson Championship PGA Tour event in Irving, Texas to promote its service during the onset of the mosquito season.
Two other examples: The Scott Company activates its sponsorship of Major League Baseball by promoting grass seed in the spring and fertilizer in the fall, while York leverages the National Hockey League by promoting heating services in the winter and cooling systems in the spring.
"When you're a sponsorship seller, you look for any strategic angle that can justify an investment in your property. Demonstrating sales relevancy is a good differentiator from other properties," said Kevin Adler, president of Engage Marketing, an agency that represents both sponsorship buyers and sellers.
Sales Seasonality: Categories To Consider
• Pest control
• Real estate agencies
• Heating & cooling
• Jewelry (Valentine's Day)
• Salty snacks (Super Bowl)
• Flower delivery (Mother's Day)
• Cruise lines
• Vacation destinations
• Tax preparation
• Beverages (alcoholic & non-alcoholic)
• Ice cream
• Sun screen
• Clothing retailers (back-to-school shopping)
• Computer/electronic devices
• Electronics retailers
• Heating & cooling
• Credit cards
• Home cleaning services
• Retailers (holiday shopping)
• Over-the-counter medication
(Source: IEG Sponsorship Report, 04/29/13)
What's In It For You:
These are just a few examples. There are many others not listed here. For instance, paint and flooring are BIG Fall categories. In fact, I recommend you download RAB's Top 40 Business Survey from RAB.com. This survey uses a three-year average of US Department of Commerce data to show business trends for 40 key advertiser categories. You can use it to identify points in the annual sales cycle where clients need to advertise; either they are at their highest sales season and they need to stand out from their competitors or they are in their lowest and need to generate traffic and bring in every possible customer from a smaller consumer pool.