The off-season may be upon you soon. You may be wondering what, if any, effective marketing techniques you could be doing during a time when you may have less business and more time on your hands. If your business or industry is in “high gear” now, these ideas can be tucked away for your off-season, whenever it may be.
There are ways to keep customers engaged and to stimulate sales during an off-season … and there are some helpful hints to organize your marketing efforts more effectively. Here are some to think about.
- What might you offer your customers and prospects now to stimulate sales?An HVAC company, for example, might discount the services of a heating system tune-up during the summer or early fall before heating season begins. A swimming pool service can offer a discount on chemicals at the end of the season in early-Fall.
- What value-added service can you offer?Do you have customers who use or buy only one of your services or products? How might you bundle them in a way that encourages them to try another product or service? (Cross-selling)
- To keep cash flow going in a slow season, you might institute an early payment offer. Pay now for next season’s service or products. Early purchase and payment of next year’s custom calendar orders, for example, can be had until the deadline date with a nice discounted price.
- Is there a product or servicethat your seasonal customers frequently ask for that you don’t offer? Use the off season to consider this question and how you might add to your line. If you aren’t aware of any customer desires, poll them to get valuable feedback.
- Create a monthly or quarterly newsletter that will engage current customers, re-activate dormant customers, and prompt prospects to come aboard. Hold an online (and on-site, if possible) contest where you can have participants fill out a raffle with name and email. You’ll build your lead list that you can use throughout the year in your marketing activities.
- Work on getting referrals (and testimonials).Ask satisfied customers to refer you to someone who might be interested in your service or product. Think about an incentive for them to do so. Post testimonials on your website or on social media. Offer customers a link to use for posting reviews about your company online.
- Plan an “appreciation” eventfor your loyal customers to build goodwill and reinforce relationships. It can include a tour of your facility or an introduction of a new product or just a party to thank them for their support.
- Target specific customersor prospects as those to whom you want to send a product sample or a branded advertising specialty. Tell them in a postcard or email to expect a surprise in the mail. Follow up the mailing with a phone call for feedback and an opportunity to chat about past and future business.
- Think about expanding your market geographically. Reach potential customers who you determine you can service efficiently by marketing through social media, a postcard mailing, or targeted advertising.
- Consider how you might extend your product or service into the commercial marketplace if you currently only reach consumers (or vice-versa).
- Make use of a blog or newsletterto educate your customers about your product or services. Not only will you be giving them information to help them understand better, you will be setting yourself up as the “expert” in your field, thereby strengthening your relationship.
- Utilize low- or no-cost marketing methods,concentrating on marketing channels that require more time than money, such as social media, public relations, and email marketing.
– Stay in touch with customers during the off-season with emails or e-newsletters. Follow the 80/20 rule relating useful information 80% of the time and promotional offers, 20% of the time.
– Write press releases about newsworthy events at your company and submit them to local media. An anniversary, a new hire, an expansion or move … or a special event you are holding.
And lastly, create a written marketing plan for the coming season. Fine tune an existing plan or start from scratch. Take into consideration some of the tips for next year’s off-season so you will be ready to implement them when the time comes. Include big projects, like redesigning or updating your company website so you can set aside the needed time over the course of several months.
Not all these ideas will apply to every business. Some require fleshing out, possibly with a marketing consultant who can help you go from the “germination” phase to the implementation phase of an idea.