How to Leverage Tax Season for your Brand

Tax Season Advertising Strategies

If you happen to work for H&R Block, our apologies. This article isn’t for you.

We’d also like to apologize if your name is Jenny and get hit with customers brilliantly pointing out that you’re technically “Jenny from the Block.”

Because while tax prep brands like H&R Block, TurboTax, and FreetaxUSA have a pretty clear-cut marketing strategy for this time of year, it might be less clear how to effectively market around Tax Day.

That’s why your good pals at Blindspot have outlined some key insights for hacking tax days for (non tax prep) brands.

People Have Money To Burn

After doing the prep work, many people are now flush with cash thanks to their tax refunds. So, if your brand or product’s price point is an obstacle, this might be the perfect time to launch more marketing. In January, people are typically not big shoppers since they’re recovering from holiday spending but April 16th? Spending increases, along with the urge to treat themselves as a reward for the stress of filing taxes.

HOW TO LEVERAGE THIS INSIGHT: Suppose you’re an ATV company. If you have two models of ATV that you’re pushing – one a low-end entry model and one a high-end luxury model – this season might be the perfect time for you to amp up your marketing efforts towards the luxury model via TV commercials and billboard placements.

Doing Your Taxes is Stressful

Death and taxes are supposedly the two constants in life. And, between us, we’re not sure which one is the most enjoyable. Nobody likes doing their taxes which means if you have a brand in the **relaxation or wellness space,**this would be a good time to double your marketing efforts.

HOW TO LEVERAGE THIS INSIGHT: Here’s some sample wellness space headlines you can use for a sample billboard utilizing this insight; “Taxes Won’t Break You. And If They Already Have, Come See Us,” “Find Yourself Before the IRS Finds You,” and “Write Off Your Stress This Tax Season”

Tax Preppers Ain’t The Only Helping Hands Out There

Taxes are complicated enough where it doesn’t just require a W2 form and a laptop to do them. From caffeine to office supplies to headache medication, if you’re a brand that is a part of the tax prep process – even just a small part – don’t forget to give yourself a shoutout in your advertising. Humility is for saints, bragging is for ad results.

HOW TO LEVERAGE THIS INSIGHT: Here’s a list of unsung hero brand categories during tax seasons; office suppliers, caffeine peddlers, spreadsheet software, freelance marketplace platforms, investment platforms, scanning apps, and coworking spaces. If your brand falls in this space, make sure you give yourself credit. A digital billboard is the perfect way to do just that and we’re the perfect people to help you set one up.

Target Freelancers and Gig Workers

One of the groups most affected by tax season stress? Freelancers and gig workers. Unlike traditional employees who get their taxes handled with a simple W-2, self-employed folks juggle 1099s, deductions, and quarterly payments; often with a mild panic attack included. If your brand offers financial tools, organizational products, or even just a strong cup of coffee, now’s the time to highlight how you can make their lives easier. Bonus points if you can inject some humor about write-offs (yes, that third monitor is a business expense).

HOW TO LEVERAGE THIS INSIGHT: Targeted ads are your friends here. Whether you’re using programmatic billboards with a set audience or targeted banner ads, make sure you’re getting your message out to the freelancers out there. For example, Fiverr – the beloved freelance platform – offer advertising on their site.

Have Fun With The Season

You know what’s not fun? Going to the gym after doing yout taxes. You know what is fun? A headline for a gym telling you it’s high time you “audit your abs.”

HOW TO LEVERAGE THIS INSIGHT: If you make one of the most unfun seasons fun, your brand has already won. In the midst of a sea of boring tax ads, rolling out a colorful billboard with a funny headline about taxes might be just the thing to help you cut through the clutter.