There are more strategic advantages to continuing to advertise during slow times than there are not to. This proactive approach keeps you ahead of the game.
You want to constantly increase your advertising to be at the top of your customers’ minds so they will think of you the next time they need your product or service.
Plus, seizing the opportunity when your competitors are quieter during slow times of the year can be a game changer. In the busy season, you’ll compete for ad space and clicks, but in the slow season, the field is wide open.
Get them while they’re planning
If you have a seasonal business, at face value, it doesn’t make much sense to advertise in the offseason, but during this downtime, people are planning what they want to do in the future seasons.
For example, if you have a warm-weather business, people plan their spring and summer activities in the wintertime, so it would be advantageous to advertise to them while they prepare. You want to get ahead of the curve before your competitors can reach them.
Offer a discount
A slowdown may also be an excellent time to offer a discount to customers.
Offering a discount could attract potential customers you may otherwise have yet to attract. Give your discount customers the same great experience full-price customers get and show them why they should come back again and recommend your business to people they know.
Work with your budget constraints
If you aren’t advertising when it’s slow, it might be because cash flow is tight. If that’s the case, use the slow time to try things on your own. Research new advertising methods, make a marketing plan or improve your social media accounts.
Social media marketing has a low barrier to entry, and while it may have less reach than paid advertisements, any publicity is better than none. Furthermore, you will learn a valuable skill, and the next time you hire someone, you’ll better understand what you need them to do.
If you know when you’ll be busy and when you’ll be slow, you can take control and use that knowledge to your advantage. Advertise in the build-up to the busy season, generate excitement about what’s to come, and prepare potential customers for when business is back in full swing.