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To some extent, seasonal shifts affect every industry. For larger companies with deep pockets and diverse interests, these swings have minimal impact. But for owners of small to mid-sized businesses, variations can affect the top and bottom lines in a major way.
Proper planning is a key part of any successful endeavor. Growth spurts are a normal part of any business's life cycle. But seasonal businesses (such as those based on tourism), which have a short peak opportunity each year, are especially prone to surges and droughts of success.
To help maximize your busy seasons and minimize the impact of slow periods, consider these six ideas to grow a seasonal business in the off-season:
1. Plan the work and work the plan
The time to drive peak revenue is short. Because there is not much margin for failure, time spent preparing your seasonal marketing plan is essential. From the beginning, include contingencies for slow periods in your business plan.
2. Shift focus
During your business's peak season, your focus will be on your core business. In the off-season, don’t be afraid to shift your focus to alternate forms of income or business sources. For instance, marketing to a new target clientele can pay big benefits.
If your business is a restaurant or hotel, for example, you might start contacting companies about holding retreats, seminars or catering events. If you own a restaurant, you might begin offering lunch time deliveries to local businesses to create a secondary flow of income. Many light construction companies, as an example, use their slow winter period to focus on remodeling and other indoor projects.
3. Get social
Even if your business closes its doors in the off-season, make sure it stays on people’s minds. Utilize blogging and social networks to stay in touch with your customers and help you prepare to come back stronger than ever. Offering valuable, insightful content keeps readers returning to your site.
It's also a great time to ask happy customers to add a little word of praise in the form of a review on your website or media pages. This builds authority for your brand and helps drive new customers to your door.
Check out Selective's Digital Toolbox for a library of resources to help you use social media and digital marketing to grow your business.
4. Beat the rush
The earlier you start your seasonal advertising efforts, the more likely you are to be noticed. Wait for the rest of the pack and you might get lost in the shuffle. Track when your competition normally starts their seasonal marketing efforts. See if you can beat them to the punch.
5. Tune your web presence to the seasons
In today’s crowded marketplace, it pays to have eye-grabbing visuals. Keep your copy and graphics in tune with the season. Even if your business is on the beachfront, you might add some snowflakes for the winter and a few elves and packages for Christmas. Sometimes being different is a good thing. It helps people remember you. If you can directly tie the seasonal theme back to your business, that's just icing on the cake.
6. Think local
Many seasonal businesses depend on tourism. But while trying to grab the flocks from out of state, their owners often overlook the potential customers in their backyard. Focus a portion of your marketing efforts on the local level.
In tourist towns, look to people who work and live there year-round. These people have to eat, buy clothes and hold events just like the seasonal crowd. Even better, they're around when everyone else is gone and can help you stay afloat when the river of tourist dollars dries up.
It can take a little imagination to find new ways to promote and market your seasonal business. Having a comprehensive marketing plan and preparing for your seasonal peak will have lasting impact on your success.
At Selective, we #thinkBIG about small business. Not only do we want to help you grow your business, but our Business Insurance Coverages can help protect you and your business. Ask your Selective agent for more information. Don't have an agent? Find a local agent now.
Proper planning is a key part of any successful endeavor. Growth spurts are a normal part of any business's life cycle. But seasonal businesses (such as those based on tourism), which have a short peak opportunity each year, are especially prone to surges and droughts of success.
To help maximize your busy seasons and minimize the impact of slow periods, consider these six ideas to grow a seasonal business in the off-season:
1. Plan the work and work the plan
The time to drive peak revenue is short. Because there is not much margin for failure, time spent preparing your seasonal marketing plan is essential. From the beginning, include contingencies for slow periods in your business plan.
2. Shift focus
During your business's peak season, your focus will be on your core business. In the off-season, don’t be afraid to shift your focus to alternate forms of income or business sources. For instance, marketing to a new target clientele can pay big benefits.
If your business is a restaurant or hotel, for example, you might start contacting companies about holding retreats, seminars or catering events. If you own a restaurant, you might begin offering lunch time deliveries to local businesses to create a secondary flow of income. Many light construction companies, as an example, use their slow winter period to focus on remodeling and other indoor projects.
3. Get social
Even if your business closes its doors in the off-season, make sure it stays on people’s minds. Utilize blogging and social networks to stay in touch with your customers and help you prepare to come back stronger than ever. Offering valuable, insightful content keeps readers returning to your site.
It's also a great time to ask happy customers to add a little word of praise in the form of a review on your website or media pages. This builds authority for your brand and helps drive new customers to your door.
Check out Selective's Digital Toolbox for a library of resources to help you use social media and digital marketing to grow your business.
4. Beat the rush
The earlier you start your seasonal advertising efforts, the more likely you are to be noticed. Wait for the rest of the pack and you might get lost in the shuffle. Track when your competition normally starts their seasonal marketing efforts. See if you can beat them to the punch.
5. Tune your web presence to the seasons
In today’s crowded marketplace, it pays to have eye-grabbing visuals. Keep your copy and graphics in tune with the season. Even if your business is on the beachfront, you might add some snowflakes for the winter and a few elves and packages for Christmas. Sometimes being different is a good thing. It helps people remember you. If you can directly tie the seasonal theme back to your business, that's just icing on the cake.
6. Think local
Many seasonal businesses depend on tourism. But while trying to grab the flocks from out of state, their owners often overlook the potential customers in their backyard. Focus a portion of your marketing efforts on the local level.
In tourist towns, look to people who work and live there year-round. These people have to eat, buy clothes and hold events just like the seasonal crowd. Even better, they're around when everyone else is gone and can help you stay afloat when the river of tourist dollars dries up.
It can take a little imagination to find new ways to promote and market your seasonal business. Having a comprehensive marketing plan and preparing for your seasonal peak will have lasting impact on your success.
At Selective, we #thinkBIG about small business. Not only do we want to help you grow your business, but our Business Insurance Coverages can help protect you and your business. Ask your Selective agent for more information. Don't have an agent? Find a local agent now.
