Running a business is a bit like surfing — you need to ride the waves, not fight them. Every business has its peaks and troughs, but success comes from adjusting your advertising, not abandoning it. By planning ahead, tweaking advert sizes, and using smart offers to fill quiet months, you can stay visible year-round — and avoid that last-minute scramble when things slow down.
1. Know Your Business Seasons
Track when you’re busiest and when things slow — through bookings, website traffic, or social media engagement. Once you spot the pattern, you can start building a more strategic advertising plan.
2. Adjust – Don’t Disappear
Even when you’re booked solid, stay in front of potential customers. Reduce your ad size if needed, but keep a light presence. A small branded message — “We love seeing you – book early for next month!” — reminds people you’re still active.
3. Advertise Ahead
Promote quieter periods during your peak times to keep bookings rolling in:
- A hairdresser packed in December? Run January “New Year Refresh” promos.
- Boiler servicing? Push early bird August deals when demand is low.
This helps smooth out cash flow and avoids those dreaded dry spells.
4. Mind the Deadlines
Print ads need lead time. For example, to appear in the August/September issue, you need to book by 14th July. Keep a deadline list handy, and look out for fun tie-ins like National Awareness Days to give your message more impact.
5. Make Advertising a Habit
It’s tempting to only advertise when things get quiet. But consistency beats the panic-post. Regular small ads build trust — just like regular gym visits beat one big workout! Brands seen often are remembered most.
6. Prepare Seasonal Offers
Use quieter periods to promote value-led offers:
- Winter Warmers
- Summer Service Specials you can read an article
- Back-to-School Boosts
Offers don’t need to be deep discounts — think added value like a free consultation or bonus gift.
7. Track What Works
Always ask where new customers heard of you — it’s a simple habit that can pay off. Check for website traffic spikes during ad runs or track calls and emails. Over time, you’ll know when and where to advertise more effectively.
☀️ Planning a Summer Special?
Don’t miss How to Get the Most from Your Summer Advertising — it’s packed with practical tips to help your seasonal promotions shine and bring in real results.
Recent Comments