Pumpkin Spice Season: The craze of pumpkin in the fall
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?
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.
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! This shows that based on brand loyalty, their customer experience, other customers’ experiences, and a great marketing strategy that consumers will generate buzz around a specific product and/ or service that is only offered for a limited time.
Consumers have a fear of missing out (FOMO) that relates to missing the latest craze, deals, and being the only one to never have that experience. This is because consumers often experience the feeling that there is no time left, and if they don’t make the purchase now, it will be gone forever.
This can be true for specific products and services, but consumers have to justify their purchases and make it worth the experience and a great limited edition item, product, or service can bring these customers back each season like pumpkin spice!
Consumers are loyal
A customer’s loyalty means that they are willing to continuously purchase your company’s products and services based on their past experiences. A customer who continues to purchase your items over months and even years is a loyal customer. This not only helps in the digital age with customer reviews, testimonials, branding, but also with old-school marketing such as word-of-mouth!
A customer who is happy and has had a positive experience over and over again is more willing to accept smaller mistakes and even spread their positive experiences with others such as family members and friends! How many times have you shared a word-of-mouth positive experience?
This also leads to brand loyalty that customers are willing to wait for a massive launch or even a seasonal product!
Starbucks’ ability to create an entire sensation with an exclusive seasonal drink is the biggest marketing lesson that all marketers and companies can take away from this pumpkin spice marketing campaign!
While the PSL season is nearing the end of its time, what about marketing for all seasons with seasonal strategies in-between? Contact us for help and maybe bring a PSL!
Contact us for help and maybe bring a PSL!Chat soon!
Posted In: Social Media and Digital Marketing