Does your business depend on seasonal customers? Whether you run a surf school, a patio furniture store, or an ice cream shop, the off-season can feel lethargic. Here are some marketing ideas to keep your customers engaged and interested all year round.
Offer off-season discounts. There’s a reason why resorts in desert areas reduce their prices during extreme weather. Lowering your prices in the off-season can attract customers. Consider running a “flash sale” or a one-day discount event. Limited-time offers can create a sense of urgency and boost sales.
Upsell and cross-sell to current customers. Reach out to existing customers with special deals for the upcoming season or suggest products and services that prepare them for the next season.
Promote early payment discounts. To maintain cash flow, provide discounts for early payments for the next season. For instance, if you host a children’s summer camp starting in June, offer a discount for parents who pay in full by April 1.
Organize a giveaway or contest. While people might not be ready to buy surf lessons in January, they could still be interested in winning them. Use contests to collect email addresses and expand your list of leads for the busy season.
Encourage referrals. Reach out to satisfied customers and ask them to refer your business to others. Offer incentives like discounts or gift cards for successful referrals.
Grow your online reviews. Ask past customers to leave reviews online. Make it simple by emailing them a link. Pay attention to the feedback and address any negative reviews promptly.
Host an event for loyal customers. Show appreciation to your seasonal customers by hosting a fun event. This could be a preview of next season’s offerings with early purchase options or simply a party to thank them for their loyalty.
Market a different product or service. For example, a lawn care business can offer snow removal services in the winter, while an ice cream shop could add hot coffee and cocoa to the menu.
Expand to a new geographic market. If your business is affected by seasonal weather, consider expanding to a region with a different climate. For example, a patio furniture shop in Boston might find new customers in Florida during the off-season.
Target a new demographic. If tourist season slows down, a bed and breakfast could market itself as a venue for business meetings or church retreats.
Switch focus from consumer to corporate clients. If your business caters primarily to consumers, target corporate clients in the off-season. A food truck could pursue corporate catering gigs or set up at trade shows and events.
Collaborate with local businesses. If your business is in a tourist area, work with other local businesses and the chamber of commerce to brainstorm ways to market your town as a destination during the off-season.
Cater to local customers. If you’re in a tourist town, hold a blowout sale for locals to clear out last season’s merchandise. They’ll appreciate the discounts without the tourist crowds.
Educate your customers. Offer educational content related to your service or product to engage customers year-round. For example, if you offer sailing classes in the summer, provide boat maintenance workshops in the winter.
Discover what your customers want. If there’s a product or service your seasonal customers frequently ask for, consider adding it. Conduct customer surveys to gather insights and do market research to evaluate feasibility.
Utilize low-cost marketing methods. Focus on marketing channels like social media, public relations, and email marketing that require more time than money, especially during slower sales periods.
Stay in touch with customers through email during the off-season. Whether you offer off-season products or not, keeping in contact is crucial. Send regular marketing emails to promote specials or build anticipation for the next season.
Engage customers with useful content through social media and email. Reflect on the core experience your business provides and find ways to offer similar value in the off-season. For example, a summer camp could share ideas for keeping kids entertained during winter.
Invest time in public relations. Building relationships with the media can take time, especially for print media that plans months ahead. Start making connections early to secure publicity when you need it.
Plan your marketing for the upcoming season. Use the off-season to fine-tune your marketing strategy and tackle projects you can’t manage during busier times, like redesigning your website or hiring a freelancer for marketing tasks.
