Strategies From a Seasonal Business

The following is a guest post from Isabella York, complete bio at the bottom:

Working in a seasonal business for a few years now, I have become somewhat of an expert on the highs and lows, the irregularity of scheduling and the stress and “relaxation” of a business that is, for the most part, expected to be active for three months out of a year. Although a hot and cold season is part of every business, for seasonal companies it is more often anticipated. Beach resorts in Miami expect an influx during the summer and spring breaks. Aspen fills up in the middle of winter with snow bunnies wanting to get away. Exercise machines are purchased most often after the holidays, when people want to shed the few of the pounds they put on during Christmas to New Year’s.

Keeping a seasonal business active and flourishing the entire year takes more than the usual effort, and I’ve picked up a few tips and strategies from watching many seasonal companies work:

1. Happy clients keep a happy business.

Keeping your customer base happy is the first rule in seasonal businesses. Giving customers a great experience with your company is often enough to make them come back next year, or even earlier. Offer more to them after repeat purchases, like a discount or small freebies. Make their buying experience more than the usual so you know you’ll have a solid customer base for years to come (and a recommendation at dinner parties).

2. Always have a backup plan.

Expect the worst but hope for the best, that’s what I say. Thus, the second rule of thumb for seasonal businesses is to always have a backup plan if you expect it to do well in the slow months. Planning for the next twelve months or more will create a solid business strategy, and a Plan B, C or even D is better, helping you face unexpected lows or highs. The OC Kabob restaurants realized that their seasonal business would also work inland, so they took a risk and built a restaurant nearer to the heart of the city. This kept the restaurant, which was first built inside a beach resort, easily accessible to customers 7 days a week, 365 days a year.

3. Keep yourself in the public eye.

Maintain a mailing list, whether through electronic or snail mail, and send out news and offers to past customers at least once a month, or more if you can. Rhonda Abrams, writing for USA Today offers this wise advice: Getting in front of customers NOW, before they come back the next year, or just before your season starts, is a great way to create business. Make a blog to show customers what’s coming up, promoting deals, news and products, seasonal ideas, etc. Keep it personal, and keep them interested in what your business is doing. Marketing Profs created a case study of a florist business named Blooms Today, where it was found that using email listings and campaigns instantly brought in 10% more orders. Participate in social networks by creating a page or account in your company name, where your clientele can interact with your brand in real time and be sure to respond to questions and complaints. Staying in sight during the off-season is the most important rule for any seasonal business.

4. Discount during the slow months.

People cannot keep themselves from a good sale, and during the off months, get those units moving out of the warehouse, basement or closet by offering attractive discounts. If you’re not sure that the items you have stored will be sellable next season, offer them to customers at slashed prices, but not so much that you lose profit. Clearing up space in your storage and moving stock with sensational sales will keep your customers coming year after year.

Building a seasonal business can be daunting and a little bit scary, but with a bit of know how, a lot of hard work, and using every resource you have at hand, it can flourish. You just have to make sure you’re there to watch it grow, help it continuously develop. Staying in sight, moving stock, offering advice and excellent customer support will ensure that your three-month business turns into a twelve-month success.

Isabella York earns her living providing customers with high end artificial christmas trees on behalf of Balsam Hill, an online purveyor of pre-lit Christmas Trees.