Businesses and retailers have been using seasonal sales tactics for years. One of the most recent and cult-like is Starbucks Pumpkin Spice Latte first introduced in 2003. Before the craze became a pop culture phenomenon, pumpkin spice was primarily a thing reserved for pies. But demand kept on dictating supply. Today, you can purchase pumpkin spice condoms.

Pumpkin spice has become such a phenomenon, it carries with it SEO goodwill. By this time, Pumpkin spice has joined eggnog and turkey. You can’t buy that kind of publicity.

It’s doubtful that your firm will ever be as recognized as the seasonal Starbucks latte. But an increasing number of firms have started offering services that are limited to a particular time of year.

Pro Bono Presence

Small firms stand to benefit from offering some of their services gratis – both as a community benefit and also as a way to establish a community presence. Some of the best times to advertise in the local area is during the less ballyhooed “recognition periods” such as Veteran’s day, Breast Cancer Awareness Month, Domestic Violence Awareness Month, the National Depression Screening day, etc. Obviously, these don’t get the billing of Christmas or tax season, but they still present opportunities.

Limited Supply

A driving factor in why seasonal goods and services work for marketing has to do with their limited nature. Of course, a lawyer’s services in a domestic violence case should not be treated like a commodity like pumpkin spice, but the holiday will provide your firm with a welcome excuse to market services without appearing to be an overt business attempt.

Related Resources:

  • How Seasonal is the Law Profession? (Dex Media)
  • Business Development Plans vs. Marketing Plans: Why They’re Different (FindLaw’s Strategist)
  • Lawyer Marketing Beyond TV: How to Adapt to Changing Media Habits (FindLaw’s Strategist)
  • Reevaluate Your Marketing Plan: 3 Questions to Ask (FindLaw’s Strategist)

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