How to Plan Promotional Campaigns for Easter

There's some egg-cellent opportunities to be had!

While the bells for Christmas haven’t quite rung yet, and are in fact still a good few months away, it’s time to start planning promotions beyond that.

The time has come to consider the exciting period when bunnies, chicks, chocolate and hot cross buns are at the forefront of festivities. It may seem like it's a while off yet, but that doesn’t mean that many canny marketers haven’t already carefully crafted their plans to grab consumer interest during this crucial period, and get the checkout tills ringing. After all, Easter appeals to all age groups for various reasons, and gives marketers the perfect opportunity to target different groups with promotional activities whether male or female, young or old.

LET’S START WITH DADS!

Firstly we have the Dad Brigade, who see the four-day weekend as the ideal time for DIY activities and completing odd jobs around the house, from painting the garden fence to putting up shelves in the spare bedroom. This is also the prime time when your stereotypical dads like to arrange family and friend BBQs (weather permitting), take the chance to undertake a spot of gardening, or even, if they're feeling particularly brave, use the time to clear out the garage. Indeed, sales in large DIY superstores peak over the four-day holiday, with many planning their promotions around this period.

Top promotional ideas: anything linked to DIY – dads, granddads, and the rest of the male demographic in general all tend to go DIY-mad during this particular holiday, making it a brilliant opportunity for brands to entice consumer interest among this target group. Reduced prices and giveaways on materials, competitions encouraging people to send in photos of DIY achievements or mishaps - there's plenty to be done.

YOUNG CHILDREN

In recent times, Easter trails run in heritage sites or woodlands have proven particularly popular. Not only do they get children running around and surrounded by nature, but also gets them actively involved. One well known chocolate company runs an Easter trail across the UK where children can turn up on the day, for a small fee, and have to find clues in the grounds to complete a worksheet. There are plenty of rewards and activities on offer once the initial hunt is over, including receiving a chocolate egg, the opportunity to make an Easter bonnet, or colouring and drawing pictures.

 

Top promotional ideas: while the cost of visiting an Easter trial isn’t expensive, it can soon add up - especially when taking into account participation costs and entrances fee to the heritage grounds. For a family with a few children or those that want to invite a wider group, it can be out of reach. Why not run a promotion offering a family the opportunity to participate in a fantastic weekend Easter trail?

DON’T FORGET MUM…

No Easter would be complete without plenty of chocolate to go around, whether that’s traditional chocolate eggs or, as some prefer, boxes and baskets filled with their favourite treats. But it isn’t just chocolate promotions that would entice mum. What about running promotions that take away some of the responsibilities of cooking on the day? With many wanting roasts with seasonal vegetables, or perhaps even Easter cake, there is plenty of cooking and baking involved during the period.

Top promotional idea: How about a promotion offering mums the day off? Giving mums time away from cooking, baking and running busy households with a fantastic experience or trip away might just be what is needed to recharge their batteries.