For everything there is a season. And this season is for pumpkin spice. Every August to November, consumers go wild for it. Simply put, seasonal marketing is the act of pushing certain products or messaging during certain times of the year, often to align with holidays, weather or other season-specific occurrences.

Seasonal marketing is especially popular among retail and food brands who sell products associated with traditions or celebrations that happen once per year. Think Christmas-themed home decor, Halloween candy, back-to-school supplies, etc. But it can be an effective tactic for other brands, too.

Kids love stickers. We know this. There are aisles in toy and crafts stores full of stickers. Grocery store clerks keep them on hand for kids seated in parents’ shopping carts, doctor’s offices use them as rewards after a visit, and no potty-training approach would be incomplete without a sticker chart. Unlike some of the other simple joys of childhood the love of stickers, seems to, well, stick, into adulthood. So why does it work and how can we apply the benefits of sticker marketing to other tactics?

There’s no better way to incorporate storytelling into your marketing than through testimonials. Testimonials add authenticity, build connection and humanize whatever it is you’re selling. But how do you go about creating a process to find and distribute good testimonials that advance your content strategy and help you meet your goals?