Owners of seasonal businesses are typically too busy to think about their marketing plans during their busy period. Additionally, the season is often too short to wait until the start of it to drum up business that will pay off in the same year. The off-season is the ideal time to reach potential customers, but it can be challenging to try to sell summer products and services during the chilly weather and vice versa. Here are some ways to maintain interest and awareness about your business, even when it's far from your customers' minds.
Growing a Database
You've probably heard the expression, “Make hay while the sun shines.” Well, the same principle applies to growing your database. While your season is in full swing, grab the opportunity to get contact information from everyone who buys from you, so that you have a database of customers to mine for repeat business. After all, if you have no-one to market to, how will you do any marketing?
Promote Your Business in Email Messages
Once you have those contact details, use them! Develop an email marketing program that nurtures former customers through regular follow-up emails that contain news and promotions. You can automate the messages and keep them going with very little time and effort. Send email newsletters regularly that link back to your blog, too; it's one way to bring blog posts to the attention of those who aren't really looking for news on your industry during the off-season.
Staying Social
Social media has no seasons--it's always summer somewhere. And even in the off-season when your business is closed, your target audience is on social media. Make the most of the (largely free) options offered by networking sites to generate interest ahead of the new season, with contests, discounts and customer reviews.
Be Unique
Differentiate your business for promotional purposes by focusing on one particular niche market. Even if your products and services appeal to a wide range of customers, by tweaking your marketing to appeal to one specific group, you can build a much more powerful presence in particular communities. For example, if you run a vacation resort, you can try marketing to a business audience for team-building retreats, which typically take place during the business week and at all times of the year.
Give Local Love
Any business is better than no business, so create special offers for people who aren’t your typical target market. If you’re in the tourist industry, for example, give local residents the option to enjoy your products and services at cheaper rates than you offer during tourist season.
Tease and Tantalize
Tempt your existing and prospective customers during the off-season with reminders of what they could be having. Keep the income streams flowing and build up excitement by offering early bird discounts, redeemable coupons and vouchers or gift certificates that can be paid for upfront and redeemed later.
Request Reviews
Generate regular content for your website and have an excuse to communicate with your customers by contacting them to request reviews and testimonials. It also serves as a reminder of your products and services and generates feedback for your use.
Don't just read about these tips--try them! Who knows? Maybe your business won't be so seasonal after all!
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