The Dot Academy

2021 Marketing Calendar

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    How to tap into every opportunity to generate sales? 

    Seasonality is fading away and you need to be relevant, up to date and agile to keep your customers engaged and make them buy all year long. 

    When you are in the fashion industry, you will have the natural reflex to divide your webshop into seasons with just 2-3 collections in total.  In order to keep your loyal and returning customers, it is important to keep surprising them. For example, you could work with special drops or themes relevant to a specific sales moment. Don’t show your entire collection from the start of the season, but keep some fresh new things for later on when it’s more relevant for your customers.

    Next to that, you should plan your year ahead according to peak sales moments (Mother’s Day, Summer Holidays, Christmas,…) and decide which items are matching perfectly with those themes.

    Get inspired, plot relevant days on your calendar, and start coming up with campaigns. 

    Focus on Events All Year Round

    People don’t only buy gifts just on birthdays and Christmas anymore. Numerous other occasions have now popped up or gained significance in recent years. There is Mother’s Day, Father’s Day, friendship day, baby showers, bridal showers, graduations, anniversaries and the list goes on.

    So, depending on the type of store you run and the products you sell, it is a good idea to market customized items that are relevant to specific occasions taking place in your target audience’s life.

    For example, if you own an apparel store, you could promote matching couples’ clothing for Valentine’s day or men’s shirts for Father’s Day. This will encourage your audience to make purchases all year round and strengthen brand loyalty.


    One of the major advantages online is the opportunity to sell cross-border.  Every market comes with different peek moments, holidays, and habits. Adapt your campaign, copy and visuals depending on which market you are going to attack. Agility is one of the key selling drivers for your company. During Covid-19 we saw an increase in all our client’s e-commerce numbers when they kept communicating about the situation.  Keep track of an organized marketing calendar, so you can’t miss any opportunity there. 

    Organic vs Paid Marketing

    Not every day on the marketing calendar is worthwhile to invest heavily  in. Define one major campaign each month and start planning a month ahead to get maximum results out of it. Peek moments to tap into are Black Friday, Christmas, Mother’s Day, New Season,… 

    Without paid marketing, you will just reach 10% of your fan base. Therefore it is from major importance to prepare a strategic marketing campaign with a mix of organic social media, social media advertisement, and google ads. The goal is to maximize revenue during important sales moments and therefore we need an investment. 

    For all of the other days, that speak to your customer’s lifestyle, you can plan organic posts on your social media channels or you could tackle certain topics through a dedicated mailing strategy.