Fall is just around the corner again, and you know what that means — it’s pumpkin spice season!
I know … you’re either rolling your eyes, giddy with excitement, or couldn’t care less. But stick with me here, because we should all be paying attention.
Love it or hate it, there’s no denying the POWER of pumpkin spice.
I kid you not — studies have found that Americans are spending over half a BILLION dollars on pumpkin spice stuff every year. Buying up everything from Starbucks lattes to scented trash bags, industry insiders call it the “pumpkin spice economy.”
Sure, it may seem like things have gotten out of hand, and seeing the hype start in mid-August is a pet peeve of mine. Personally, I’m a fan of pumpkin spice, and I’m an even bigger fan of pumpkin spice as a marketing phenomenon.
Marketers have NAILED this. Here’s how —
- Building anticipation: Those of us who are fans of the rich, fragrant flavor and scent crave our first annual sip or whiff.
- Creating emotional connection: It’s become interwoven with the coziness of the season, like a warm sweater, crackling fires, and family holiday gatherings.
- Making a limited-time offer: Not being able to order it year-round makes it special. Consumers hurry to buy while they can, as much as they can.
- Establishing consistency: We know this thing is coming down the pike every year and have come to rely on it.
How can you translate these lessons into your business or career?
Anticipation: Talk about what you’re brewing up; create intrigue. Developing a new program? Offer hints along the way. Working on an exciting project? Let others know you can’t wait to share. Before long, people will be on the lookout for whatever you have going on and want in on it.
Emotional connection: Make sure people associate your work with something deeper than a commodity. You don’t just offer accounting services, but peace of mind. Not just coaching, but clarity and inspiration.
Limited access: Scarcity encourages people to take action. Offer a limited number of one-on-one coaching opportunities. Focus on projects that make the greatest impact rather than spreading yourself thin.
Consistency: Let people know what to expect from you, so they can look forward to your upcoming podcast episode, newsletter, program launch, or presentation at the next industry conference — and depend on you showing up.
I’d love to know how you’re going to spice things up this fall. Hit reply and share.