Most of us have had the opportunity to work seasonal jobs at one point or another during our lifetime. Whether it was as a snowboard instructor at our favorite winter resort, a server at that amazing waterside restaurant, or even as a lifetime member of the retail world, there’s a special energy about seasonal business.
Gearing up for the busy season is filled with all kinds of fun. With everything from market trips and buying excursions, to product planning and designing displays, the days are long and the variety is exciting.
Halfway through the season, things flow more easily, everyone’s on their game, the kinks get worked out and the business is running like a fine-tuned machine. It’s still busy and hectic, but it’s usually more manageable because you’re “used” to it when you reach that half way mark.
Then comes that point in time where you become aware of the end of the season. Maybe it’s a date on the calendar, and maybe it’s the push to move product because it’s “now or never.” Whatever the case may be, you’ve got your eye on the prize… The finish line. As crazy as it sounds to the rest of the world, the end of the busy season is part of the excitement. All your hard work will have paid off and you will have earned some serious time off. It’s a good thing.
Right?
Well, sort of.
During the height of the season, your customers are (hopefully) thinking about your business all the time. But they think differently than you do – both on and off season. As much as we want to believe our customers are completely loyal and will always come back to us next year, the reality is, we have to help them come back.
You never know what new resources will come along and distract your best customers. Friends’ recommendations, competing ads and messaging, changes in lifestyles and priorities – these things influence your customers year round. And so should you!
Call it leaving breadcrumb trails, or painting pictures for your customers, if you will. Don’t give your customers the opportunity to forget about you. You have to be good at marketing in the off season, too.
How, exactly? Glad you asked!
Making sure your business stays in your customers’ thoughts even when they’re not thinking of buying from you is easier than you might think. Here are a few ideas to help build lasting relationships with your customers in the off season.
STAY OPEN ALL YEAR
Socially open, that is. Yes, yes, you definitely deserve some time off after that crazy busy season, but that doesn’t mean you should sign off socially, too.
Stay active via social media all year round. Engage your communities during the off season, and look for ways to reach new followers. Take advantage slower times to experiment with new post styles and scheduling options. Check out some new-to-you social media avenues. Commit an hour or two per week of that “extra” off season time and look for new ways of communicating. It just might pay off in spades during your next busy season.
SAY IT AGAIN, AND KEEP IT CLEAN
As hard as you work to share your content, much of it goes unnoticed. Everything from algorithm changes to daily distractions can keep your messaging from reaching your customers. Even if they do see it the first time, chances are they may soon forget about it if it only crosses their path once.
It’s well worth the time to review your content and the promotions you’ve shared over the past seasons and then put together a plan of action for repeating that content and/or promotions appropriately.
The key here is planning. Make sure repeated messaging makes sense in the current context. And, make sure it provides that “lightbulb” moment with your customers. Repeated content serves to remind and thus, enforce, your earlier messaging.
While you’re reviewing your content for repeat opportunities, take some time to clean it up! Refreshing the details in blog posts from previous seasons ensures that your content remains relevant. It will also help improve your blog’s rank. Google likes blogs that are neat and tidy – and active! If your content is refreshed on a regular basis, you’ll not only look better to your readers, but you’ll look better to Google, too. Looking good will bring many more readers right to your door.
GET PERSONAL
Don’t get stuck being too stiff. We all want a well-polished social media presence, but sometimes it pays to be a bit more off-the-cuff. There’s no better time to get a little looser with your brand love than in the off season!
People enjoy being included in behind-the-scenes activities. They love to be “in the know” about the brands they follow so they can feel like they’re on the “inside.”
Depending on your brand/business style or voice, everyday interaction is at your fingertips:
• Buying trips: Let people in on your purchasing and market excursions. Maybe even build some buzz by offering a sneak peek at next season’s must-have gold!
• Remodeling: Got a brick-and-mortar business? If you’re approachable and you know it, clap your hands! Then grab a paint can and get social with your off season re-do. Nitty-gritty activities garner great community attention.
• Vacationing: People love to see photos of vacation spots. Include customers in your retreats by sharing shots of your branded items on a sandy beach at sunset… Soft selling at its finest!
• Answering emails: Even daily duties can be fun when shared. Post pics of things you do to keep the business running – you’ll be amazed at how interested your customers are in what happens behind the scenes.
• Silly pet tricks: It’s true. Posting pet pictures, while not appropriate for every business, is one of the best ways to get some extra attention on social media. Give your office dog or shop cat some props once in a while – people will love it.
• How you use your own merchandise: What better marketing could you possibly offer than showing your customers how you use your own products?
CURATE
It’s often hard to find the time to research your information and come up with ideas for great content. But creating drafts and information outlines based on what you know about your customers and when they’re interested in your products is easier if you curate consistently – especially in the off season.
Not only will you be able to keep the content wheels turning, but you’ll probably find lots of things to share with your customers in the process. Off season sharing keeps your brand in front of them in a non-selling way. Who knows – you might even find ideas for your next big promo by combing through articles while sitting on that beach. (It could happen!)
MAKE AN OFFER
People expect opportunities to buy just prior to, and during, the height of the season. But what about unexpected offers that provide win/win solutions outside of the season? It may take a little extra research to cover all your bases, but offering a “buy now” promo in the off season may a good bet.
- Offer custom ordering solutions so that specialty merchandise is ready for your customers right when they want it at the beginning of the season.
- Consider financing options for high ticket items that are purchased in the off season.
- Discounts are always good, too! You could even sweeten off season deals by offering custom delivery options for large items that people really want, but might not want to store in their own homes before the season starts.
- Speaking of deals, don’t forget those customers who will happily take last year’s models off your hands at a nice price!
See? With a little thought and creativity, there’s no end to brand- and relationship-building opportunities – even in the off season.
Every business is different. Sometimes things work once, but not the next time. Sometimes results far exceed expectations, and other times, great ideas fizzle faster than you can snap your fingers.
What are your favorite ways of coming up with promotional ideas in the off season?
Which methods of marketing in the off season have worked best for you, and why?
Let us know if the comments below. We’d love to hear from you!
