Companies of all types and sizes dread the off-season—months where sales take a significant dip, and the team is left waiting for the next profitable season to come around. After peak season comes to a close, how are you supposed to keep your business thriving? Your site and store might currently be a ghost town, but this time can be used to your advantage if you plan for the upcoming profitable season.
How to Market Seasonal Products
Turn your eyes towards the long-term; look ahead and figure out ways that current marketing campaigns can create gains in the coming months.
You served past customers well—make sure prospective customers understand your commitment to service through reviews and testimonials on your website. Positive reviews can build your reputation as a high-quality, trustworthy brand. All it takes is a simple request after making a sell, whether you ask in person or online. Gathering customer stories can do wonders for your overall customer service efforts; find areas that need improvement and fix them before the next peak season rolls around, and use positive reviews to convert leads on your site.
During your business’s peak season, make the effort to curate a list of customers. Inspiring loyalty can be as simple as sending an email next year, reminding an already happy customer how much they loved your product or service the first time around. This will keep your brand top of mind, giving you a lead on the competition during your peak selling season. You can also keep in touch with clients through strategic email campaigns managed through software programs like ConstantContact. However, remember to be respectful of your customers’ time and privacy; don’t inundate them with email after email, and make what you send them relevant, timely, and valuable—coupon codes never hurt!
Become a Social Butterfly
There’s no denying the power of social media in today’s business world, whether you’re a retail brick and mortar store or online ecommerce site. Your business might disappear during the off-season, but that doesn’t mean your customers have. They might not be purchasing your product or service currently, but keeping your company in sight and in mind during the off-season months can pay dividends in the long run.
Leverage your social media accounts throughout the year, and consider the channels that offer the best payoff for time and money invested. Facebook, Twitter, Instagram, LinkedIn, and YouTube provide plenty of opportunity for expanding your brand awareness. Even if you don’t have the budget to consistently create new content, you can use your social media accounts to interact with customers and industry peers. Offer discounts, share relevant posts, and keep your accounts up to date. Need some social media inspiration? Look at the amazing campaign behind office brand Staples—that’s social media done well.
Switch Up Your Inventory
If you’re selling something that can truly only be profitable one or two months out of the year, consider the ways you might diversify your inventory. This can help you get customers excited about your brand year-round, and improve your profits by expanding your reach. Companies like Tipsy Elves have paved the way for this type of strategy; what was once just an online ugly Christmas sweater store has become an apparel juggernaut that sells shirts, sweaters, sleepwear, and more for just about every celebratory occasion. Take what you do well, and do more of it—sometimes it really is that simple.
Offer Discounts and Hold Sales
When crowds disperse and the off-season is in full effect, you can draw in customers with amazing deals—the kind that are too good to pass up. It could be after-season sales of old designs that are just sitting in inventory gathering dust, or new designs you’d like to test out. Make sure to offer these discounts and sales to locals in the area, and always offer incentive discounts to loyal customers that come back time and time again.
Got more ideas on how to market seasonal products? Let us know your thoughts below!
My name is Derek, and I have my Bachelors Degree in Finance from Grand Valley State University. After graduation, I was not able to find a job that fully utilized my degree, but I still had a passion for Finance! So, I decided to focus my passion in the stock market. I studied Cash Flows, Balance Sheets, and Income Statements, put some money into the market and saw a good return on my investment. As satisfying as this was, I still felt that something was missing. I have a passion for Finance, but I also have a passion for people. If you have a willingness to learn, I will continue to teach.