How To Promote Your Seasonal Business All Year Round

Because we can't just survive on thin air ...


Unfortunately, not all businesses benefit from being able to trade all year round. Certain specialists such as chocolatiers, florists and ice cream parlours see a huge surge of custom at certain times of the year, but are almost not needed at others ...

If you're a seasonal business then keep promoting yourself all year round!

If you're a seasonal business then keep promoting yourself all year round!

copyright: ziashusha / 123rf stock photo (licensee)

Of course, any business can see peaks and troughs throughout the year, but it's important to continuously promote yourself in those slow times – just to keep your name at the forefront of your prospects mind.

Take a chocolatier for example – they know that their main holidays are Valentine's Day, Easter and Christmas, but that doesn't stop them from promoting their delicious, mouth-watering treats all year round.

"Thornton's are a great example of
thinking differently!

They always use innovative marketing to ensure their products are sold anytime, anywhere. They have chocolate gifts in the shape of football boots, cars, fairies and anything else you can imagine, and the ability to personalise the gifts there and then makes it even more extra special.

I can confess that I have bought these chocolate gifts at many times other than the traditional holidays. When I passed my driving test I bought my instructor a chocolate car to say thank you and I once bought my friend a football boot to congratulate her on receiving her teams 'player's player' award at that year's presentation night. It's all about thinking outside the box.

Nevertheless, for businesses such as those ice cream parlours, there is sometimes little you can do to drum up business in the cold winter months. That's why it is crucial to focus on building the relationships with your customers early, in preparation for your time to shine!

So how can you build the right rapport with your customers when you're the last thing on their mind?

  1. Strike Whilst The Iron (or the weather) Is Hot

    During your busy periods, be sure to capture the information of your customers. Add them to a database and find out as much as you possibly can about them – their name, birthday, location, age etc. The more you know, the better you can personalise your service.

  2. Be In Constant Contact With Your Audience

    Make the most of that database you gathered and use social media to showcase all of the exciting new products you have been working on during the 'off-season'. Record behind the scenes videos about how your products are made, step by step. Create a buzz around what's to come so that when your high time does come – people are queuing at the door!

  3. Do Some Research

    Sometimes it's almost impossible to make the big bucks during a slow period, so instead why not get out there and talk to your customers and prospects about what they would like to see from you? Spend your time preparing your new products, branding or whatever it may be and hit the busy periods with something fresh and different. It'll make that busy period even busier!

  4. Run Offers & Discounts

    Ok so you can't give away freebies all the time, but no one is going to say no to the option of trying something at no cost to them. The key is to get it right. Offer the locals a sneak peak of what you have to offer that will get them excited for the peak times and keep them coming back for more – as paying customers of course!

All in all, there is lots you can do in the off-season that can prepare you to have the best on-season you've ever had! It just requires a bit of creative thinking and a whole lot of motivation to do the work even though you're not making the money at that time.

Until next time ...



If you do work in an industry that sees huge peaks and troughs and you find yourself needing some support during the busy periods, then remember we have a shortterm cover option. We can help you handle your enquiries, meaning your busy periods don't have to send you into meltdown! Give me a call on 01604 529170 to see how we can help you!


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