Many small businesses that I’ve partnered with experience seasonal slowdowns or “shoulder seasons” throughout the year. These dips in business are often predictable, following the natural rhythm of tourism trends and seasonal patterns.
Take Cape Cod for example. Every summer, the population nearly doubles, offering local businesses a prime opportunity to maximize revenue and build brand love. But the influx also brings added responsibilities like staffing up and fine-tuning processes before business picks up. While pre-season and peak-season can be quite busy, shoulder-season and off-season are typically seen as lulls.
No matter the location or industry, most seasonal businesses follow a similar cadence of pre-season, peak season, off-season, and shoulder season. But one thing rings true across the board, the quieter times can be a business advantage if used strategically.
Here are my top five recommendations for making the most of your business lulls:
A healthy content library is key for maintaining a consistent, year-round marketing strategy. Use the slower months to get a head by gathering user-generated content, developing social media content, writing blogs, and brainstorming campaign ideas. Building up your inventory now will help put your business in a stronger position later when things pick back up.
In seasonal communities, the shoulder season is deeply treasured by locals. It’s when the crowds thin out, some of the best weather remains, and the business gems in the community finally have more availability. A fall promotion is a thoughtful way to show appreciation to your year-round community and build brand loyalty.
Email marketing remains one of the most effective ways to stay in touch with customers. Whether you ask for emails during check-out or use a trusty, old-school sign-up sheet, now is the time to refresh your list and reconnect with your contacts. A brief “thank you for a great season” email or a sneak peek into a holiday special can go a long way in keeping your business top-of-mind.
No one knows the ins and outs of peak season for your business better than your team. Creating a quick Google Form and sharing it out with your staff is an invaluable way to gather meaningful feedback while it’s still fresh. These insights can be used for improving operations ahead of next season, and who knows, they might even include extremely practical ideas that can boost business now.
The holidays will be here before we know it. What better time to start planning than in the calm before the storm. From scheduling a festive photo shoot to outlining a holiday campaign, there are so many ways to get organized early so you can focus on being present with your customers when it matters most.
The list could certainly go on and on. These are just a few ways to turn a business lull into a strategic advantage.
Did one of these ideas resonate with you? I’d love to partner with your business and put one of these recommendations into action. Let's work together and make the most out of your business lull.
Send me an email at hello@byadelaide.com or fill out the form to get in touch. I'll circle back with you soon!