jpg 2021 October 13 by The Creative Monsters pumpkin spice marketing , seasonal marketing strategy Whether it is warm in your area or the leaves are starting to turn orange, there is something about the fall season that calls for fall activities and drinks. One could say that the Pumpkin Spice Latte and season has changed the way fall is seen. How did the pumpkin spice craze rise in popularity and become a staple of the fall season?
It all comes down to pumpkin spice marketing- which is genius. As one of the biggest fall marketing trends that so many companies capitalize on, what can we all learn from this delicious craze? First things first, why do we love it so much?
What businesses should know
Why do we love the Pumpkin Spice Latte? It could be due to caffeine, sugar, and salt all causing chemical reactions in our brains that create serotonin, but it is more likely caused by the seasonality of the drinks and pumpkin-flavored items. There is a very limited time that Starbucks offers this drink, and with new additions to the PSL movement, this creates a sense of urgency and the fear of missing out (FOMO).
Based on the weekly insights of searches from Trust Insights , pumpkin spice and pumpkin itself continues to rise in search results from the PSL at Starbucks to hard seltzers and dog treats! These insights also show that one of the biggest fall marketing trends is pumpkin spice. For companies who are looking to capitalize on this trend each year, it is important to follow the strategy of Starbucks’ pumpkin spice marketing and evolve it to be your own.
Let’s dive into how and why Starbucks is able to capitalize on its pumpkin spice marketing. Why Starbucks’ marketing is so successful Starbucks is one of the most known brands out there. What makes their marketing strategy so successful is the ability to provide an experience, their emphasis on seasonality, their simplicity, and customer loyalty.
Putting the idea into practice
Power of providing an experience The biggest branding lesson that Starbucks has to offer is the ability to provide an entire experience with the fall season. It is a familiar experience met with anticipation each year. What experience do you have with Starbucks or the PSL?
The ability to create an entire fall experience with one single drink and the beginning of the “fall season” is the exact experience that is promoted. While your company might not be able to achieve a PSL experience, in what other ways could you provide a seasonal experience? Limited editions and exclusivity The pumpkin spice craze is a testament to this in pumpkin spice marketing!
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