Everybody in the consumer products business knows how important the winter holidays are to retail sales.
But wait, there’s more, a whole lot more! In fact, the entire year can be divided up into at least nine selling seasons. Each one can have special significance for your product or service.
What most selling seasons have in common is that they begin right after the last three-day bank holiday weekend and run through the next three-day bank holiday weekend. During that period, most retailers and smart producers are putting out signs, decorations and trade dress on their consumer products in an effort to take advantage of the seasonal theme. In most cases, every seasonal selling promotion has to be scheduled substantially in advance to reserve display space, ad space and special pricing.
Let’s examine the first five of these nine selling seasons (theme-promotional periods) and the opportunities they present for producers to help their retailers decorate, celebrate, and move product:
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Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
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