First quarter is coming to an end…where do you stand with your marketing plan and accomplishing your annual goals? For many businesses, there is a seasonal upswing in the summer months. Whether you own a landscaping, childcare, vacation rental or other business that see sales increase during the warmer months, then you need to start thinking about what your marketing tactics look like now. It’s not too late! What is the message you want to convey to new and returning customers? How do you plan on reaching them? Do you have longer lead advertising, like print, set?
One of the best things to do is create a reverse timeline. Working backwards from what you considered to be the kick-off of your busy season, will help you get printed materials in full gear with plenty of time to spare. In addition, it gives your business the opportunity to hone its messages, regardless of the medium you choose to deliver them with.
During your non-peak season, you will also want to keep your brand in front of your target customer. At this point your business can save money by having fewer ads and less promotional activity. However, you should continue to promote brand recognition so that they will draw instant attention to your seasonal marketing plan once it launches. A brand, even one with a seasonal business should not disappear altogether as the ramp up period then becomes more arduous as businesses attempt to re-connect with their customer base.
The critical aspect of your overall business plan is to have your annual marketing plan in place well in advance of your peak season(s) and plan your marketing budget accordingly so you can manage cash flow effectively. By managing marketing expenses throughout the year, you’ll have tactics in place for the peak times as well as non-peak times when you want your brand to stay in the minds of the consumer, thus creating a very effective overall strategy.