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seasonal marketing

Everything you wanted to know about marketing for seasonal businesses

Everything you wanted to know about marketing for seasonal businesses 560 315 Lloyd

Are you looking for the cure to the midweek blues for your business? Or how to get more punters during off-peak times? I understand that struggle (I’m looking at you December & Christmas) and have put together some tried and tested tactics with favourites you’ll no doubt be aware of. The goal here is to help you formulate a plan so you can turn your off-peak time into a prosperous peak time for your seasonal business. Before we start with the tactics, some prep is required.

Use the slow time to build your marketing machine

What are the offers and incentives that will generate attraction for your desired customers? If your first concept doesn’t strike gold having multiple campaigns ready will help you move on and find success faster. Pro Tip: Ask your regulars for ideas!

Focus on email capture 24 / 7

Email is a great channel, when done right it’s hard to beat. If you are building your contact list 24 / 7 then the size of your campaign reach will grow in your slow season. Not sure where to start with email marketing? These two resources are amazing.


4 Tactics for turning your slow periods into new busy seasons

Incentivise off peak

Here are some ideas you could use to encourage people on your loyalty programme to buy in your slow period.

  • A cafe could give double coffee stamps during off peak times
  • A cinema might do the second ticket at half price on Tuesdays
  • A midwinter harbour cruise has all second tickets at half price

Bring your busy season forward

If you grow strawberries what can you do when there aren’t any to pick? If you sell snowboards, how do get people thinking about your products when it’s really hot outside?

  • Sell coupons now that people can redeem when they are ready
  • Remind your audience about how good your products are via your outbound and inbound channels and help them get ready for your busy season:
    1. Tell whale watchers where the best places to stay are
    2. Show parents of school aged children everything they need to know about BYOD (bringing your own device to school)
    3. Renew annual contracts early with price incentives.

Hold an event

Have an open house at your business. Get all fancy with music, nibbles and champagne or whatever would appeal to your audience. It will allow you to:

  • Showcase your products / solutions
  • Show your VIP customers they are special and you care
  • Sell something at the event

But how do you do that when you don’t have a location? Team up with others in industry verticals e.g. builders, architects and electricians could all cooperate and collaborate on a suitable venue.

Update your products and services

Hubspot in 8 ways to market your seasonal business during the off season provides the example of Big Bottom Market. “A specialty food story in Guerneville, California survives their slow months of October through April by adapting their marketing efforts to target local residents instead of seasonal tourists”. They stock $12 – $15 wines during this time instead of premium brands.


These are my recommendations on filling up your off season / slow period. I’d love to know what you do, let me know in the comments below.


Everything you need to know about: Getting started on Instagram

Everything you need to know about: Getting started on Instagram 825 470 Lloyd

You know about Instagram and potentially even use it. But how does it work for businesses like yours? Here is everything you need to know about using Instagram for your business.

What is it?

Instagram is a social media networking app. It was originally made for sharing photos and now videos from a smartphone. Created by Kevin Systrom and Mike Krieger, it was launched in October 2010 as a free mobile app. It’s growth was explosive and in 2012 Facebook succeeded with their offer to purchase the company for approximately 1 billion dollars. #omg

Why do people love it?

It’s free, it’s fun, it’s visual and easy to use.

How does it help businesses?

Firstly it’s the visual social media channel that many individuals prefer over Facebook, (we’re talking about you random news feed picks and claustrophobic advertisements). Combine that audience with the ability to communicate your tangible visual output (the cool things you make or do) and you have great opportunity.

This is what successful businesses do:

  • Allow people to window shop by providing a taste of your products and services
  • Show your business to be more personable
  • Demonstrate expertise

Here is a great example.

How much is it?

It’s free to download and use from either the Apple App Store or Google Play store.

How do you sign up?

  1. Download the app for your phone
  2. Once installed, open the app and tap Sign Up
  3. Enter your email address. You have the option to use your personal Facebook account but likely for a business that wouldn’t be the best fit.
  4. Create a username and password
  5. Complete the process by adding a profile picture, bio and website url
  6. Ta da!

Where can I learn to get the most out of Instagram for my business?

Here are some of our favourite sources on everything Instagram

Are you using or considering using Instagram for your business? Let me know in the comments below!