While it’s often bittersweet to say so long to summer, there’s always the excitement of moving into a new season especially when that season is fall. That’s right – we’re officially into those prime months of “pumpkin spice and everything nice!”

What’s most important to keep in mind as a business owner, is that during the change of any season, your customers’ mindset and buying patterns are also likely to change. What are you doing with your marketing and advertising strategy to capitalize on this? If you aren’t sure, or know you need help figuring this out (especially before your competitors do), take a look at five ways you can – and should – refresh your advertising strategy for fall.

1. Carefully consider everything that changes with the transition to fall.

More than simply the name of the season and the weather, what else changes as we move from summer to fall? This is a question you must carefully consider, especially as it pertains to your specific industry and the target audience you wish to reach. You need to think like they do. What motivates them to buy in the fall? What deals and incentives will have the strongest appeal? A simple example is a clothing retailer. You need to switch out your inventory and change your sales and promotions to push fall clothing styles. For a coffee shop, you now have new types of drinks and flavors that are going to be your hottest items. Use a similar mindset to examine your own business model.

2. Appeal to your customers’ wants and needs in this new season.

Now that you have a better understanding of how your business must change its marketing and advertising focus for fall, use this to determine your customers’ wants and needs in this new season. They’re no longer thinking about swimming pools and beach vacations. They’re now interested in pumpkin patches and hayrides. While this is a simplified example, you can see how it applies to your own business. Review your buying patterns during this same season in previous years and use this as a starting point.

3. Be aware of what your competitors are doing – but don’t try to replicate it.

It’s smart to stay in-the-know of what competing businesses may be doing as far as their paid media and marketing strategies for fall. It’s possible a clever ad will catch your eye or a unique promotion that speaks to customers’ pain points this season. It’s also possible that their strategies (or lack thereof) maybe inspire you to aim even higher. Monitoring your competitors is a common, and often necessary practice, but don’t aim to replicate what they do. Just like you should be your own person, you must be your own business, especially with your seasonal advertising. Let good strategies inspire you to develop your own GREAT strategies in return.

4. Have your messaging reflect the themes and colors of the season.

Refreshing your advertising strategy to reflect the fall season doesn’t have to include one mention of pumpkin spice or falling leaves (though it could). Rather, you can still achieve a cohesive fall-inspired campaign with the colors and themes you use. A sprinkling of these visuals, or a play on fall-themed words is all it takes to create a subtle hint of the new season in your existing ad placements.

5. Small tweaks can have a profound impact.

Finally and most importantly, keep in mind that small tweaks are the goal. You don’t need to reinvent your brand with every new season – nor should you! Simply let your brand evolve with the seasons, just as nature does. A slight change in visuals and campaign themes, combined with a seasonal promotion, will have a profound overall impact on the way your customers connect with your business all year long.

What’s your strategy for refreshing your marketing and advertising tactics this season? If you feel like you might be “fall”ing behind – this is where we can help you quickly and effectively switch up your content and visuals to more effectively reach your target audience.

Contact us today for a free audit of your existing promotional strategies and advice on how to capitalize on the trends of the new season.