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5 Ways To Market Your Product During Fall 2020

5 Ways To Market Your Product During Fall 2020

Renata Liubertaitė

Despite those long dark evenings and slightly painful realization that the summer is already over, fall also comes with the smell of pumpkin-spice lattes, cozy sweaters, beautiful color tones, and the feeling of a fresh start. Everyone's well-rested after vacation, children are ready to go back to school, and businesses are about to use this perfect opportunity to dive into the new season with some refreshing marketing ideas.

However, it’s important to note that the upcoming fall is going to be different because of the pandemic – probably fewer festivals and outdoor activities, more restrictions, and once again increased online presence. The holiday shopping, though, is always a hit, and to get the most out of it, your business needs to adapt to these uncertain times. If you’re struggling to come up with ideas on how to bring your online store to the whole new level, we might just have some suggestions for you. Scroll down to see how they can fit in your fall marketing strategy.

5 ideas to boost your marketing game this fall

1. Goodbye Summer

It is said that every ending is a new beginning, and in this case, you can actually use both of them to your advantage. Depending on the industry, products and services, there are many different ways to say goodbye to the summer and welcome the new season of fall using various marketing solutions.

People tend to romanticize summers a lot so give them that one last chance to honor those last days of the season by offering some special deals and discounts. Even though they might not need specific products right away, it’s never too early to prepare for the next year, spending less in advance. However, if spending money on something they don’t really need straight off might not sound like a good idea to your customers, plan something that would boost their mood and give your business an advantage in the future. For instance, if you own a store that sells fitness equipment, team up with your colleagues or local trainers and invite your visitors to a (safe!) “Goodbye Summer” workout in a park or (probably better) online that would not only provide people with a pleasant experience but will also increase the chances that they’ll come to you the next time they need to buy something for sports.  

2. Take advantage of seasonal holidays and events

From first to last days of fall, the season is full of potential sales opportunities. It doesn’t mean that you have to use them all, but some of them can definitely help you craft an effective marketing campaign.

Although the recent outbreaks might have affected the beginning of school year around the globe, everyone from stationery supplies sellers to internet providers still has a lot to gain from Back to School promotions. Whether it’s pencils, study furniture, backpacks, or strong and stable internet connection for online classes, everyone should find such offers beneficial.

Halloween is another hit of the fall, yet it might also require some creative solutions this year. To keep everyone safe, think of ways your business could transfer trick-or-treating online. Own a sweet shop? What about a contest or a competition that would involve friends and families and allow them to win a nice box of candy? Furthermore, you don’t have to wait until Thanksgiving to express your gratitude to your customers. A lot of businesses do that during the holiday season, but who said there’s ever a wrong time to say “Thank you” with some exclusive deal? Fall is great for that – use it to your advantage. Besides, your message won’t get lost in a clutter of others!

3. Adjust to your customer’s mood

Fall is probably the second season after summer that people tend to get hyped about. Seriously, some of them are obsessed. Expand their experience and acquire some fall elements, such as color tones, to make your online store look more appealing. Avoid such clichés as falling leaves though – they’re everywhere!

Besides, colors like orange, yellow, or red are more attention-grabbing so subtle hints of them in your newsletter or banners might not only add a nice touch to your communication but also help to highlight your offers.

4. Try something you haven’t done before

Talking about new beginnings, why not try some new tools and solutions that help to improve your customer experience, thus increasing the chance of a potential sale? Here are some suggestions to get you started:

  • Explore the possibilities of Shopify apps. If you’re new to Shopify or just didn’t have the chance to dive deeper into it, note that the platform offers many great options that might noticeably improve your customer experience. You’re probably already familiar with Senderium that lets you send bulk text messages, and engage with customers in a whole new manner. Yet if you want to prevent your inbox from being spammed with one of the most popular questions in e-commerce - “Where is my order?”, Shopify allows you to install an order tracking app right into your store hassle-free (e.g. Trackr). Too busy to keep answering basic customer inquiries? This is where something like Help Center, that allows you to build an impressive FAQ page, comes in handy. The choices are endless and some of them are actually crucial during the busier times of the year.
  • Launch an Instagram/Facebook photo contest. Most likely, your customers are already spending a lot of time on social media. Make it count! Even such a simple event as a pumpkin carving contest or sharing the most beautiful picture taken during the fall might attract a lot of participants and boost your business visibility, to say the least.
  • Create new holidays. You don’t have to wait for an actual holiday to cheer up your visitors – the fall season is great for creating your own celebrations! Nowadays, people need it more than ever, and you can actually have a lot of fun adjusting them to your business. Is your online store all about the knitted goods? Declare a Sweater Weather Day! Selling tea and coffee? It’s time for a nice Afternoon with your community!
  • Ask for feedback. Word-of-mouth had always been something that works wonders, and it still is. Don’t be afraid to ask your customers to write a review or evaluate your products or services – if you do it right, the chances are you’re going to get a good one, and it won’t go unnoticed.

5. Master SMS and email alerts

Emails and especially SMS messages have already crossed that line of being used only to communicate with your family and friends. Many businesses take advantage of their whopping 98% open rate to keep in touch with their customers and nurture ongoing relationships. Both text messages and emails, when used right, can bring many great benefits to any business, no matter the industry and size. However, there are some things you have to know to make them work. Here are just a few of them to remember when sending your next message:

  • Get consent
  • Keep it simple
  • Mind the timing
  • Include a clear call-to-action
  • Personalize
  • Don’t spam
  • Don’t be boring

You can actually use SMS messages and emails to inform people about any situation mentioned above, whether it’s Goodbye Summer sale, a short and personal request for feedback, or order status update. Still not sure how? Below you will find some examples to get you started.

Bonus: SMS templates for more effective communication

Welcome messages:

“Hi <name>, all of us at <company name> are happy to have you on board! You can expect to hear from us <X> times per month with product/services updates, exclusive deals, and more. If you have any questions, don’t hesitate to contact us at <phone number> or <email>.”

Special offers and discounts:

  1. “Hi <name>, only this week you can save at least $40 when spending $100 and more on all sale items! Follow the link to browse through all offers: <link>
  2. Save up to 65% on all summer items! Promotion ends on <date>, check out the store before it’s too late: <link>
  3. Hello <name>, we’ve just launched a new <product name> that we think you might be interested in! Want to be the first one to try it? Use this code to get 20% off: <code>

Events, celebrations:

  1. Hi <name>! Just a quick reminder - our first ever online workout session will take place on Saturday, <date>, at 11AM. Follow the link to join: <link>
  2. Happy Halloween <name>! Only this week get an extra 15% discount on the last items. Follow the link to see all offers: <link>
  3. Hi <name>, happy Thanksgiving! As a thank you for being a loyal customer, here’s an exclusive code to use on any of our products: <code>. Looking forward to seeing you in our store: <link to the store>


  1. Hi <name>, thank you for your order! The expected order delivery date is <date>. If you have any further questions, please contact us at <email> or call <phone number>.
  2. Hi <name>, your order has just been shipped! Our courier will contact you to arrange the time of the delivery in 1-2 working days. You can follow your order here: <link>
  3. Hi <name>! You recently added <product name> to your cart, but didn’t complete your order. If you change your mind before <date>, use this code to save an extra 10%: <code>
  4. Hi <name>! How are you enjoying your <product name>? If you have a spare minute, we’d love to hear about your experience. Click this link to share a review: <link>. We appreciate your feedback!

Wrap up

Fall marketing isn’t tricky – the secret (or not so much a secret) is to take advantage of all the hype that comes with September and October, and work your way to winter holidays. If you’ve tried any of those in the past, analyze the results and see how you could improve this year, meanwhile, if you’re new at this – create a rich fall strategy including the suggestions above, have some fun yet stay safe!