Dare we sing of spring? Is it really here? Tomorrow is St. Patrick’s Day, the mid-March celebration of everything green. The official beginning of spring is next Monday, March 20, when, at 5:24 p.m. ET, the sun will cross over the equator and usher in the new season. But what really says the new season has budded for you? Warmer weather (at least warm enough to switch from jackets to short sleeves)? Chocolate Easter bunnies? Flowers starting to bloom? For me, it is the return of certain migratory birds, like the red-winged blackbird (the birds have a special sense about these things!)

Springtime is key marketing time. Why? Because people are feeling good, and when people are feeling good, they are more apt to make a purchase. Part of that has to do with longer days of sunshine that makes us feel better. Some of it is the visible change of seasons if you live in a cold-weather region as I do. People are more apt to venture out of their homes. That sense of wanting to get out, stretch your wings and do something new is the perfect marketing opportunity. If you are not taking advantage of this time of year, you should change your marketing efforts to do so. Even if your products and services have nothing to do with being outdoors, spring is the season that changes people’s moods to the positive.

Marketing mood is something to be keenly aware of in your customers. There are times when people are more inclined to buy than other times. If you think I am joking, try to sell a Christmas tree in July! We tend to buy when we are feeling happy or to get us to a happy place. In marketing, if you can determine when your target is going to be happy, you will have a better chance of selling to them. Spring presents a great opportunity to do this. There is a right time to take a product or service to market. You can be too early or too late with your marketing. The determining factor many times is the mood of your customers.

What would you promote in the springtime that you would not the rest of the year? For one, something new. If you have a new product line or a new service, now is the time to push it forward. Also, if you have a "feel good” product or service, now is the time. More hot tubs are sold in the spring than at any other time of the year. So are new automobiles and homes. People are inclined to spend money now based on one thing: their mood.

So take advantage of the season with your marketing. Tie your brand to the uplifting spirits of consumers. Make this the season of good feelings. Happy spring!