Three examples of how to do a seasonal promotion for your software or web app, using my Halloween activities as a case study. (Suffice it to say they have already bought me a whole lot of candy.)

Short version: mini-site focused on the holiday, PPC campaign for seasonal keywords, work your email list. There are also some thoughts for seasonal premiums you can offer to heighten the perceived value and urgency without costing you anything at the margin. (That is a veeeeery nice feature to have in a marketing strategy.)

Patrick, I really liked your point about IP - we create it, and we know it can be scaled or replicated easily, but because many of our clients (you with teachers, me with SME business owners) live in a scarcity space, the value they perceive is much higher.

That was very interesting, thank you for writing it.

I do hope that you decide to write about how you show yourself of as nonspammy at some point.