Spring is a season of change. It’s when we shake off the winter months, open the windows, and reset for what’s ahead. Just as we refresh our homes and routines, businesses can use this time to take a closer look at their marketing strategy.
Consumer behavior shifts with the seasons, and what worked in winter may not resonate the same way in spring. Advertising isn’t static, it thrives when it evolves. Brands that adjust their creative, messaging, and strategy to reflect seasonal trends stay ahead of the curve, keeping their campaigns engaging and relevant.
You don’t need to start from scratch, small but intentional updates to your visuals, messaging, or ad placement can make a noticeable difference. Here’s how to refresh, replace, and reinvent your approach to keep your marketing relevant and effective this season!
01 | Refresh: Give Your Creative a Seasonal Tune-Up
Even the strongest campaigns benefit from a refresh. Just like swapping winter coats for lighter layers, small updates can help your advertising feel more aligned with the season.
· Update your visuals – Colors, imagery, and video elements should reflect the energy of spring. Bright, inviting creative tends to stand out more this time of year. If your ads still feel stuck in winter, even subtle tweaks, like adjusting graphics, using new footage, or increasing pacing, can make a noticeable difference.
· Refine the details – Whether it’s adjusting the pacing of a commercial, updating background visuals, or tweaking ad layouts, making your creative feel more in sync with spring can improve engagement across platforms.
· Align messaging with seasonal behavior – As people shift their focus to travel, outdoor events, and home projects, your ad copy should reflect what’s relevant now. TV is great for brand storytelling, while digital can drive action with timely promotions, limited time offers, or geo-targeted messaging.
A few thoughtful adjustments can keep your advertising fresh, relatable, and aligned with audience expectations.
02 | Replace: Let Go of What’s No Longer Working
Not everything in your marketing strategy should carry over into the new season. If certain ads or tactics aren’t delivering results, it’s time to make space for something more effective!
· Analyze performance data - Review engagement rates, conversions, and audience insights to determine what’s working and what’s losing momentum. If an ad that once performed well is now seeing lower engagement, it could be ad fatigue, meaning your audience has seen it too often for it to remain effective.
· Refresh instead of replace – If the foundation of your ad is strong but engagement has dipped, a small refresh might be all it takes. Updating the creative, adjusting the messaging, or shifting placements can breathe new life into a campaign.
· Reevaluate your media mix – Are your TV and digital ads working together, or are they operating separately? Are you reaching the right audience, or is it time to explore new placements? Refining your approach ensures you’re maximizing impact.
By making strategic updates instead of reactive changes, you’ll ensure your budget is focused on what drives real results.
03 | Reinvent: Try Something New to Stay Ahead
Spring isn’t just about cleaning, it’s about growth. Once you’ve refined what’s working and let go of what’s not, it’s time to explore new opportunities.
· Expand into new platforms – Streaming TV (OTT and CTV), interactive ad formats, and social media video ads are growing fast If your audience is there, your brand should be, too.
· Experiment with storytelling – Whether through humor, emotion, or a more narrative-driven approach, audiences connect with content that feels authentic. Testing new messaging styles can help you discover what resonates most.
· Stay adaptable – The best marketing strategies evolve with audience behaviors. Testing, refining, and optimizing ensure your brand stays relevant and competitive.
Innovation doesn’t have to be risky; it must be intentional. Small, strategic changes can open the door to new engagement opportunities.
Bringing It All Together: A Fresh Start for Your Advertising
Spring cleaning your marketing strategy isn’t about change for the sake of change—it’s about thoughtful, strategic updates that keep your brand relevant. Recognizing what still resonates, fine-tuning the details that need a refresh, and knowing when it’s time for something new all play a role in keeping your advertising impactful.
As seasons change, so do consumer habits. Attention spans are shorter, competition is stronger, and audiences are more selective about the content they engage with. Brands that stay adaptable, invest in fresh creative, and refine their strategy will continue to break through. That means not only updating what’s visible but also reassessing how and where your message is being delivered.
Spring brings momentum—it’s the perfect time to clear out what’s outdated and set your marketing up for success in the months ahead. Whether it’s a subtle refresh or a bold new approach, now is the time to get ahead of the curve.
Let’s Build What’s Next for Your Brand
Looking for a smart, strategic refresh? Connect with WTAE Advertising to create a campaign that’s built for what’s ahead.
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