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Refreshing Your Brand with an Autumn Marketing Campaign

Michael Hemsworth
August 30th, 2013
Spring might be the quintessential season of renewal, but fall brings with it a certain level of formality, which is something that an autumn marketing campaign can make strategic use of. September through November are a time of change for consumers; children and young adults head back to school, parents balance work and childcare, and business professionals prepare for the end of the year rush. There are few retail brands that don’t take advantage of the fall season as a time when many consumers are in need of essentials to start the pseudo new year.

The Target ‘Back to College campaign is a modern update to the classic back to school marketing approach that’s specifically targeted to higher education students and their parents. The campaign featured a fresh set of product combinations that were dorm room-centric and even offered an innovative digital checklist where students could pick their favorite items that they’d like to purchase and print them out on an itemized list. While the Target ‘Back to College’ campaign was specifically directed at university and college students, ultimately it was for the parents of these young adults; making sure they have everything they need for the coming semester is of central focus, which will likely be paid for by mom and dad. The campaign is perfectly designed to be attractive enough for young people to find cool, yet still approachable enough for parents to feel involved.

An autumn marketing campaign could be just the ticket for your brand to help hit its target audience with a project that’s well curated and that makes note of the changing seasons. As we all react to natural changes, identifying key characteristics and working in kind can mean success in the short term and respect in the long term. Be sure to check out Trend Hunter’s Marketing Trend Report to keep track of the kinds of tactics competing brands are utilizing.