Friday, September 23, 2016

In the Autumn Marketing Plan: Pumpkin Everything

Marketers are implementing the autumn schedule of their marketing plans, which means it's time for pumpkin everything.

Starbucks has a lot to do with the pumpkin takeover every autumn: It introduced a seasonal Pumpkin Spice Latte back in 2003, kicking off a mainstream marketing tidal wave that has been felt around the world. It even has its own Twitter feed (114k followers)!

Other marketers incorporated pumpkin flavors earlier (such as Pumpkinhead Ale from Maine's Shipyard Brewing Company), but given the pop-culture status of Starbucks, its marketing is most likely what gave pumpkin spice a high profile in autumn.

Here's the thinking: Seasonal/limited time variations of products generate excitement and bring customers back for a taste and then for repeat purchases. Plus pumpkin builds buzz.

Of course food and beverage marketers have embraced pumpkin flavors, but so have hair salons.
When is pumpkin everything enough? Or too much?

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