Seasonal business, is any business whose trade relies on a particular season, such as Christmas or summer. For these businesses, their peak season is always running, just ending or just beginning, so there is no time for rest, there is always work to do!
How managers decide to grow their seasonal business either side of their critical period is down to them, bearing in mind that this time is critical for the business it can be challenging, but also very rewarding and successful if managed correctly.
There are particular marketing activities that be especially effective for seasonal business, to keep customers engaged and interested even in the months when the business is not in its peak selling time.
Advertising is key for seasonal businesses, making sure that when the time comes for the influx of sales, they are at the forefront of their customers minds when they begin to think of the businesses product or services. Online advertising can be used to ensure customers are targeted based on previous search history, interests, age and demographic to ensure the correct users are being shown online display ads that will be of interest to them. This can work in terms of brand awareness, lead generation and ultimately sales. This can be done pre-season for brand awareness to ensure the business stands out amongst competitors, and during the season to generate leads, enquiries and sales.
Blogging regularly is also especially effective and important for seasonal business, as it gets people thinking about your peak time in advance, and getting prepared even in the months leading up to the season. For example, a company who sell Christmas decorations might blog all year round with decoration advice, or tips for special occasions, despite the fact that their speciality and peak time is Christmas and the months leading up to it. By staying active all year, providing advice and entertainment to current and potential new customers keeps the brand at the front of their mind when they begin to think of their Christmas preparations. If blogging is done all year round, the business avoids the main competition in the months leading up to seasons, by getting there first and keeping content consistent all year round.