‘Pulsing’, The Mindful Approach to Advertising
In the ever-evolving world of marketing, brands must continuously refine their advertising strategies to stay relevant and maximise impact. One effective approach is pulsing, a seasonal advertising technique that balances continuous exposure with periodic bursts of intensified advertising. This strategy ensures brands maintain awareness while strategically increasing engagement during high-demand periods.
Understanding Pulsing in Advertising
Pulsing is a hybrid approach that blends elements of flighting (intermittent advertising) and continuous advertising. Instead of maintaining the same level of advertising year-round, businesses increase their marketing efforts at key moments while keeping a base level of visibility during off-peak times. This method is particularly useful for brands that experience seasonal fluctuations in demand, such as:
Retail & E-commerce: Holiday shopping spikes (e.g., Black Friday, Christmas, Back-to-School).
Tourism & Hospitality: Travel booms during summer and festive seasons.
Food & Beverage: Seasonal cravings and product launches.
Fitness & Wellness: New Year’s resolutions and pre-summer health kicks.
Benefits of Pulsing Advertising
Optimized Budget Allocation: Instead of spending consistently throughout the year, brands can allocate more resources when consumer interest is at its peak, maximizing ROI.
Increased Brand Recall: The strategic bursts of advertising ensure the brand stays top-of-mind when consumers are ready to purchase.
Enhanced Engagement & Relevance: By aligning advertising efforts with consumer behavior patterns, brands can create more resonant and impactful messaging.
Flexibility & Adaptability: Pulsing allows brands to adjust their campaigns based on market trends, competitor activity, and real-time data.
How to Implement a Pulsing Strategy
To execute an effective pulsing campaign, brands should consider the following steps:
Identify Peak Periods
Analyze historical sales data and industry trends to determine when demand spikes.
Consider external factors such as holidays, weather patterns, or cultural events.
Maintain a Baseline Presence
Utilize always-on digital marketing tactics like SEO, organic social media, and email newsletters to keep brand awareness consistent.
Maintain low-level, cost-effective ad placements during off-peak periods.
Intensify Advertising During High-Impact Moments
Increase paid media spend across relevant channels (social media, Google Ads, TV, print, etc.).
Leverage influencer partnerships and user-generated content to amplify reach.
Introduce limited-time offers, exclusive deals, or time-sensitive promotions to drive urgency.
Analyze & Optimize Performance
Track KPIs such as engagement rates, conversion rates, and sales during pulsing periods.
Refine strategies based on real-time data to improve efficiency for future campaigns.
Case Study: A Seasonal Success Story
A well-known fitness brand implemented a pulsing strategy by maintaining steady content throughout the year and dramatically increasing advertising around New Year’s and summer. By doing so, they capitalized on consumer motivation peaks, leading to a 40% increase in sales during peak periods without overspending during off-seasons.
Final Thoughts
Pulsing advertising is an intelligent way to balance consistency with impact. By aligning marketing efforts with consumer demand patterns, brands can optimize their budgets, increase engagement, and drive sales more effectively. Whether you operate in retail, hospitality, or wellness, incorporating a pulsing strategy can help you stay relevant and profitable year-round.
Are you using pulsing in your marketing strategy? Contact Brooke for a comprehensive business consultation and marketing analysis for your business. Send an email to info@bewellwithbrooke.com.au
