While a great many businesses seek to maintain a steady stream of commerce year-round, there are certain services and products that only see real action during certain seasons or for specific events. For instance, lawn maintenance sees most of its business during the summer and spring seasons, due primarily to the fact that grass doesn't really require much care in the winter months. Conversely, Christmas tree farms and portrait studios are busiest around the winter holidays. If you are the purveyor of a specialty or seasonal service, developing marketing methods to make the most of your available season can be a challenge.
With a limited time to work with, and competition that is working equally hard to reach the same customers as you, you want to use advertising and marketing practices that will grab the attention of your audience and convey a sense of urgency without being pushy. You must offer the most competitive deals with fair pricing and impeccable service, and all of this must be communicated effectively in order to win over the customers you need during any given season.
Of course, if your busy season revolves around a holiday, it is wise to play heavily on the spirit of the season. For instance, if you make specialty baskets, Easter is probably a heavy traffic period. Many people have come associate holidays with strong emotions, so don't hesitate to cater to those deep-rooted feelings. Easter and the Christmas/Hanukkah holidays carry an inherent sense of family and spiritual significance, while the Independence Day and Thanksgiving holidays bring to mind thoughts of celebration and patriotism. Tailor your advertising to play on those elements. This can establish a stronger subconscious correlation between your business and a particular time of year. Tradition can be a major influencer during these seasons, so if you create a memorable experience for your customers, the likelihood that they will return next season will be greatly increased.
There are other businesses who aren't relegated to specific seasons, but who offer services or products that are specifically designed for special occasions. It can be challenging to market such services simply because your target audience can be limited. For example, if you specialize in home staging, it may be impractical to run elaborate TV or print ads to the general public. These can be costly, and your effort can be wasted on people who have no interest in your offerings. However, you can reach your target audience effectively by running such ads in home improvement or real estate guides, or on TV channels that specialize in such matters. You have the added advantage of reaching customers who already know what the need. You simply have to convince them that you are the best possible provider to meet that need.
While the use of recurring elements can sometimes have a negative impact on year round marketing campaigns, they can actually benefit seasonal advertising. If you face long periods between your busy seasons, maintaining a common element from previous years in your new advertising can help remind former customers of your presence and the their previous positive experiences with your business.
With a limited time to work with, and competition that is working equally hard to reach the same customers as you, you want to use advertising and marketing practices that will grab the attention of your audience and convey a sense of urgency without being pushy. You must offer the most competitive deals with fair pricing and impeccable service, and all of this must be communicated effectively in order to win over the customers you need during any given season.
Of course, if your busy season revolves around a holiday, it is wise to play heavily on the spirit of the season. For instance, if you make specialty baskets, Easter is probably a heavy traffic period. Many people have come associate holidays with strong emotions, so don't hesitate to cater to those deep-rooted feelings. Easter and the Christmas/Hanukkah holidays carry an inherent sense of family and spiritual significance, while the Independence Day and Thanksgiving holidays bring to mind thoughts of celebration and patriotism. Tailor your advertising to play on those elements. This can establish a stronger subconscious correlation between your business and a particular time of year. Tradition can be a major influencer during these seasons, so if you create a memorable experience for your customers, the likelihood that they will return next season will be greatly increased.
There are other businesses who aren't relegated to specific seasons, but who offer services or products that are specifically designed for special occasions. It can be challenging to market such services simply because your target audience can be limited. For example, if you specialize in home staging, it may be impractical to run elaborate TV or print ads to the general public. These can be costly, and your effort can be wasted on people who have no interest in your offerings. However, you can reach your target audience effectively by running such ads in home improvement or real estate guides, or on TV channels that specialize in such matters. You have the added advantage of reaching customers who already know what the need. You simply have to convince them that you are the best possible provider to meet that need.
While the use of recurring elements can sometimes have a negative impact on year round marketing campaigns, they can actually benefit seasonal advertising. If you face long periods between your busy seasons, maintaining a common element from previous years in your new advertising can help remind former customers of your presence and the their previous positive experiences with your business.
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