September 6, 2016
Seasonal businesses have the potential to make a killing during the holiday season. The problem is that when those holidays end, the work dries up. After all, what’s a Christmas card writers do when the season comes to an end? It might be hard to make the same profits outside of the holidays, but the truth is, they key to staying successful year round is to keeping doing what you’re doing, no matter what month it is.
The spending habits of consumers change according to the seasons. Seasonal businesses are still taking advantage of holidays in the same way as they take advantage of the periods outside the holidays. Here are a few tips to keep your seasonal business running all year long.
Focus on Your Customers
It’s easy to get crazy during the holidays and try to target everyone. What you really need to be doing is focusing on your existing customers. Direct sales aren’t the only way your company can benefit from the holidays. Instead of trying to bring people in through direct sales, give some time to building your brand.
Look for customer reviews and reward customers for choosing your business over your competitors. Find out what they think and make tweaks to your business. This is just as relevant in June as it is in December. Every month of the year is an opportunity to build your brand.
Use Content to Drive Your Campaign
Content marketing is something that has expanded its reach in recent years. It doesn’t just act on its own, like it did before. Now it’s a part of everything, from social media to SEO. The holidays are the perfect time for seasonal brands to concentrate on coming up with unique content, rather than just in the off-season.
This can make a huge difference going into the holidays. The more existing customers you have and the more people on your email list, the more sales you’re going to make. There’s a big difference seen with sports teams, for example. Some saw growth rates of 2% in the off-season and some saw 10%.
You might want to invest in brand new video content. The right content can really set your company up for a bumper holiday period.
Stay Engaged at All Times
Seasonal businesses often find themselves overwhelmed by the sheer number of people they’re dealing with during the holiday season. This is why you need to make sure your business is staffed by the right number of people. Bring in outside help when necessary, or you could fall behind on your numbers.
You should also make sure that you’re staying engaged through the whole period. Customer engagement is the key to becoming a successful business, and if you don’t it will come back to bite you later.
This is all because of the experience economy. It was driven forward by the millennial generation. These younger people are more interested in the experience they’re likely to get from the product or service they’re buying, rather than from the value alone. It extends much further than that.
The Conventional Works
Have you ever looked at your favorite brands around Thanksgiving or Halloween and rolled your eyes?
You might think the horrible decorations and the stupid slogans are cringe inducing, but there’s a reason why they always feature them. They actually work. People still fall for them, even if a lot of consumers don’t seem to like them. Stick to these tried and tested stereotypes of holidays and you’ll find that the sales keep rolling in.
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