Last time in BullShots! we talked about the effectiveness of advertising during the off season. This week, we'll take a look at some possible campaign ideas.
Off-season advertising campaigns lend themselves easily to humor. The disconnect between the current season and advertising something unseasonable sets up a situation that's ripe with possibilities. Although not all off-season campaigns need to be humorous, humor is a great way to avoid annoying your audience.
Off-season advertising campaigns lend themselves easily to humor. The disconnect between the current season and advertising something unseasonable sets up a situation that's ripe with possibilities. Although not all off-season campaigns need to be humorous, humor is a great way to avoid annoying your audience.
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| What does Santa do in the off season? He plays golf! |
For example, we've all had the conversation in which a friend tells us that she's been to a certain store, and by golly, they've already got their holiday merchandise up -- and it's only August! Everybody shakes their head and wonders "what is this world coming to?" The store seems greedy.
But had the store added a touch of humor -- maybe putting out signs or tent cards with a little joke about Santa running out of room so he asked us to hold on to some things for him -- the result would be different. The joke would become the topic of conversation, not the retailer's greed.
You can use a serious approach too. For example, here in New England there's not a lot of home remodeling going on during the winter. January just isn't the best time to rip out all the doors and windows! But it might be a great time to generate some new business. Perhaps mention that drafty window that's bothering them right now, and that they don't have to put up with it. "Why not book with us now and put a stop to the chills!" Or, make a special off-season offer: "Book now and we'll save you 20% ... and, you'll be first on our list come Spring." It's a good deal and I bet you'd get a lot of takers.
A winter business, such as a ski shop or resort can apply the same techniques. Why wait until ski season starts to tell the audience about the improvements you're making to Bunny Hill? Tell them in the summer, and get those dedicated skiers excited about how great the coming season at Bunny Hill is going to be. "Hey skiers, we just wanted to let you know that we're hard at work making Bunny Hill better than ever..." Just keep it light. Off-season ads aren't the place for the hard sell.
Educating your customers can work too. A bike shop might talk about new models and features that manufacturers will introduce next bike season.
A public service campaign is a great way to keep in the public's mind and do some good at the same time. A seasonal specialty shop might offer safety tips: "When your kids are walking home from a friend's house at night, make sure they carry a flashlight so they'll be seen by oncoming cars. And by the way, this fall your spooky friends at Halloween Scene will have the most ghoulish flashlights and lanterns you've ever seen...." Maybe Dracula should be doing the voiceover for that one?
One of my favorite promotions was done by a tavern in a resort area. They did most of their business during the summer, and most of that was over the Independence Day holiday. Another holiday during the summer would be great for business. So they decided to host a New Year's Eve party -- in August! Complete with hats, streamers and noisemakers, they did a pretty good business that night as we all counted down "10...9...8... Happy August 17th!"
Keeping your seasonal business front and center in your customers’ minds during the off season can be tricky, but it is good marketing. There is always a way to do it. Just get your creative juices flowing, think out of the box and have fun with it.
Was this article helpful to you? What ideas have you come up with for your own seasonal business? Need help? Let us know! Your feedback and links to this page are always appreciated (just let us know where to find the link). Thanks!
But had the store added a touch of humor -- maybe putting out signs or tent cards with a little joke about Santa running out of room so he asked us to hold on to some things for him -- the result would be different. The joke would become the topic of conversation, not the retailer's greed.
You can use a serious approach too. For example, here in New England there's not a lot of home remodeling going on during the winter. January just isn't the best time to rip out all the doors and windows! But it might be a great time to generate some new business. Perhaps mention that drafty window that's bothering them right now, and that they don't have to put up with it. "Why not book with us now and put a stop to the chills!" Or, make a special off-season offer: "Book now and we'll save you 20% ... and, you'll be first on our list come Spring." It's a good deal and I bet you'd get a lot of takers.
A winter business, such as a ski shop or resort can apply the same techniques. Why wait until ski season starts to tell the audience about the improvements you're making to Bunny Hill? Tell them in the summer, and get those dedicated skiers excited about how great the coming season at Bunny Hill is going to be. "Hey skiers, we just wanted to let you know that we're hard at work making Bunny Hill better than ever..." Just keep it light. Off-season ads aren't the place for the hard sell.
Educating your customers can work too. A bike shop might talk about new models and features that manufacturers will introduce next bike season.
A public service campaign is a great way to keep in the public's mind and do some good at the same time. A seasonal specialty shop might offer safety tips: "When your kids are walking home from a friend's house at night, make sure they carry a flashlight so they'll be seen by oncoming cars. And by the way, this fall your spooky friends at Halloween Scene will have the most ghoulish flashlights and lanterns you've ever seen...." Maybe Dracula should be doing the voiceover for that one?
One of my favorite promotions was done by a tavern in a resort area. They did most of their business during the summer, and most of that was over the Independence Day holiday. Another holiday during the summer would be great for business. So they decided to host a New Year's Eve party -- in August! Complete with hats, streamers and noisemakers, they did a pretty good business that night as we all counted down "10...9...8... Happy August 17th!"
Keeping your seasonal business front and center in your customers’ minds during the off season can be tricky, but it is good marketing. There is always a way to do it. Just get your creative juices flowing, think out of the box and have fun with it.
Was this article helpful to you? What ideas have you come up with for your own seasonal business? Need help? Let us know! Your feedback and links to this page are always appreciated (just let us know where to find the link). Thanks!
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