Seasonal businesses can be very rewarding during the peak-season, when your operations are thriving and when there is a long line of customers waiting to buy your product or service. But after that prosperous period comes long and devastating off-season that could mean only one thing to many business owners: unbearably slow sales that would disappoint anyone.
Don’t let the off-seasons kill the enthusiasm you have during the high-season, because if you keep the momentum going, you can thrive all year long. In order to stay competitive all year round you could prepare and execute successful marketing strategies.
That’s why we decided to share with you the top 5 marketing strategies to enhance your peak-season and increase your profits, as well as 10 marketing strategies to boost your seasonal business during the slow periods. Yes, we thought about everything.
What Marketing Strategies Are
Successful marketing starts with a well-informed and carefully considered marketing strategy, which is a collection of techniques that allows you to direct your resources towards the best business opportunities to increase sales and gain an advantage over the competition.
Effective marketing strategies help you determine your vision, goals and eventually grow your seasonal business.
Not having a proper marketing strategy can lead to:
- Not gaining new customers
- Losing market share to your competition
- Missing out some profit opportunities
To develop a winning small business marketing plan, you need to:
- Determine your target audience
- Identify the particular activities you plan to undertake
- Assign each task to a corresponding team member
- Define how will you measure your success
- Monitor your results and make some changes if necessary
If you’re overwhelmed with all this information, take your time to read this comprehensive and understandable marketing guide and learn everything you need to know.
5 Peak-Season Marketing Strategies
Most small business owners don’t think about marketing during peak-season when everything goes smoothly. But, why not use this momentum and invest in some marketing ideas that’ll help drive your sales even more?
Here are some marketing strategies that can assist you in boosting your peak-season revenue.
1. Provide a higher purpose
Add additional value to your product or service by including a higher purpose in your offer. For instance, partner up with a charity, this helps you involve your audience in helping others. Give your clients the possibility to feel great about themselves while doing something good.
2. Put a time limit
Nothing encourages people to make a purchase like limiting your offer for a certain time or promoting limited editions of your products. Even if they have second thoughts, the ticking clock will help them make the right decision and buy from you.
3. Create social media campaigns
Creating a particular hashtag for your promotions, a social media challenge or contest encourages customers to interact with your brand, which has a positive impact on spreading the word about your seasonal business and reaching out to more people which will result in more profits.
4. Come up with new designs
New designs for packaging or promotional posters can basically transform your old products or services, as well as refresh your offer. People are visual creatures who perceive information best through images, so take advantage of this to drive sales.
5. Promote seasonal bestseller
Make sure you promote your seasonal bestsellers through all the different channels your target audience uses. It can be Facebook and Instagram advertising or Google Ads. Leverage this opportunity to give an additional boost to the items that already sell well.
10 Off-Season Marketing Strategies
Once the successful peak-season ends, a stretch of slow business starts and a nightmare for most seasonal business owners begins. Luckily, with the help of these off-season marketing strategies, you can speed up a little bit your slow period and make it thrive.
Before Peak-Season Marketing Strategies
1. Promote early payment deals
Help your customers get ready for the next season by offering some discount for prepayments. For example, if you organize a course that starts in September, offer a discount for students who sign up in June.
2. Figure out what your customers want and need.
Conduct a survey to find out what other products or services your clients are interested in that don’t offer. You could use social media platforms to conduct these surveys. This way the customers will know you care about them and will think of you when your peak season arrives.
3. Expand your offer and create a different product or service.
Make sure you add the products or services that our customers asked for in your surveys. When the customers that voted on your poll realize that you actually added these new items to your inventory, nothing will stop them from buying from you.
4. Upsell and cross-sell.
Contact your existing customers and offer them some complimentary services or special packages for the upcoming season. Take advantage of your current base to spark spending.
5. Educate your reader by writing a blog or sharing useful content on social media.
This is a great way to stay on your customers’ radar when the peak-season is getting closer. For example, if you run an ice-cream shop, you can write “5 Reasons to Eat Ice Cream This Summer” to get your customers’ bellies ready for your delicious icecreams.
After Peak-Season Marketing Strategies
6. Offer off-season discounts
Reducing prices works like a charm during the off-season, and it’s one of the best ways to attract clients. Spice things up with a time-limited offer like one day sale to encourage immediate purchasing. This type of post-peak season sales works perfectly (for example, many people take advantage of post-Valentine’s Day sales to stock up on chocolates).
7. Create a referral system
Offer a gift card or discount coupon for customers who refer you to somebody that could be interested in your product or service and in that way encourage one of the best marketing strategies: word of mouth.
8. Try a different niche
Your regular niche only buys from you during the peak-season, but maybe you could try finding a different market that can buy your products or services during the rest of the year. Maybe your regular market only buys your winter jackets during the cold months, but other markets, like skiers, could buy them all year long.
9. Target a new location
If your seasonal business is weather-bound, leverage another geographic market. For example, if you have a summer seasonal business that produces ice cream to sell during summer in New York, maybe you could start shipping your product to the southern (more warmer) states the rest of the year.
10. Take advantage of email marketing to stay in touch with your customers
Send them emails to create hype for the net season or promote off-season deals. Just remember not to be too spammy and deliver high-quality content in their inboxes that give them value.
Marketing Strategies That Will Bring You All-Year-Round Success
Good marketing strategies are essential for every business, but especially for seasonal ones. There are so many opportunities during the slow season that you can take advantage of and take your business to the next level: get more clients, retain the existing ones and increase your revenue.
In case you need additional cash to invest in your seasonal business’ marketing strategy, you can always apply for a business loan at Camino Financial. The application process is pretty straightforward without too much paperwork, and you can apply online. The best thing is that funding happens within 4-10 days.
Loans are great to help seasonal businesses, learn how.
Apply for a small business loan today and ensure your constant business growth over the whole year.