Your Brain on Autumn

Raise your hand if you like Oktoberfest beer. I do! I do! I’m not sure if it’s the beer itself or its relationship to autumn, but when this malty Märzen shows up on shelves, my tastebuds are aglow (and my pocketbook is open). 

Little did Bavaria’s Crown Prince and his lovely Therese know their wedding would initiate a marketing strategy for generations to come. Beer isn’t the only industry that embraces autumn. Nor is autumn the only season businesses embrace. But since leaves are turning, let’s examine why it is that autumn is the second largest consumer spending season of the year, followed only by winter with Christmas.

The Psychology Behind Autumnal Marketing

Seasonal marketing is about looking at the calendar, identifying appropriate opportunities and capitalizing on them. But just what is it about autumn that captures our soul?

Autumn is about warmth
Even though the days grow shorter and the air is cooler, autumn resonates with a warmth we all cherish. We don our soft flannels. We sit by the campfire. We relish in the reds, golds, browns. It’s no surprise brewers chose a rich, amber-style lager to represent Oktoberfest. 

Autumn is about memories
Hiking crisp trails, jumping in piles of leaves, cheering our football team, swooning over apple pie—autumn is a season of memories, senses and association. Perhaps no product captures this psyche better than Starbucks’ Pumpkin Spice Latte

Autumn is about preparation and hunkering in
Autumn transitions us into winter. We batten our homes and tidy up our gardens. Farmers markets are a cornucopia of pumpkins, apples, peppers, honey, and all things comforting in cold months ahead. 

Apply Autumn to Your Marketing
Studying autumn helps us more creatively market our business. Whether it’s social media content or your products themselves, don’t miss this seasonal opportunity.

What I’m Working On This Month

Our own Octoberfest! Every year my husband and I take two weeks off for a “seasonal celebration of sipping and scenery.” As a creative exercise, I design a promotional poster to mark the event. We’ve been doing this quite a few years, which means I have a wall lined with posters!

What I’m Tuned In To This Month

  1. An Open Letter to AirBnB: We’ve become avid AirBnB-ers. This letter brings valid thoughts and discussion. 
  2. Green Fire: Emmy award-winning film exploring Aldo Leopold’s land ethic, complete with discussion guide.
  3. Sautéed Broccoli With Toasted Garlic, Orange and Sesame: Our garden broccoli is still going strong. This sounds good!
  4. The Very Best Thing To Do With a Good Mood: Good and bad moods—how to use them to achieve your goals.

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