The pumpkin spice craze is the perfect example of a seasonal trend. Rumor has it that it was a coffee flavor as early as the 1990s, but Starbuck’s launched their Pumpkin Spice Latte in 2003 (affectionately known as PSL) which skyrocketed around 2012. Other food products have been jumping on the bandwagon ever since and it’s now a runaway train, right?
Pumpkin spice is everywhere and invades your life each year on the last day of August…a treat to offset the reality that your summer is over and it’s time to get down to business again.
Your company doesn’t sell anything with a flavor…? Does that mean you have to miss out on a craze that has people purchasing left and right?
Of course not! Why not see if you can come up with a way to get in on the action?
As a marketer and creative video producer, I decided last year to have some fun with the pumpkin spice craze by producing a spoof video that was not only funny but was also a gift to the local communities of Amesbury and Newburyport – the gift of humor in local settings and a bit of promotion for the business owners who participated.
It was a big hit on Facebook and wrapped up the 2015 season with over 7,000 views. I reposted it recently for its second season debut and it’s now at 8,000 views and counting:
Here’s the original post on my Facebook Page: https://www.facebook.com/christinegreencreative/videos/10153657649406543/
This was a complex, time-consuming project but the community loved it and I gained exposure as a video producer with a creative marketing approach. Well worth the investment.
Obviously, you can’t (with a straight face) promote your time-limited offer of Pumpkin Spice Management Consulting. But that’s the point…you’re going to have to use humor and your imagination.
You may be hesitant to do so if you are a law firm or want to be taken seriously as a consultant or a leader in your service industry, but give it some thought. Don’t do anything impulsive, but remember – humor is one of the most powerful elements of social media (and of great marketing!)
See if you can come up with a way to include this trend in your communications. Maybe it stays within the office as a way to lighten the mood among your employees?
Perhaps trying to use the pumpkin spice craze is too much of a stretch. If so, think about the next seasonal trend you can use to your advantage. Start reflecting on your options now and let it percolate for a month or two. Run your ideas by your colleagues.
Think outside the Latte – send a memo to your marketing department to start brainstorming for a Groundhog Day campaign. 😉
The Secret Life of Pumpkin Spice video can also be viewed on YouTube: https://youtu.be/0hSsElUlyVE
