If you have a seasonal business, you may wonder if all of this advice really applies to you. After all, what is the point of building a brand that will be forgotten as soon as the weather changes? However, branding can be just as important to seasonal businesses, if not more so. Because you function on a “feast or famine” schedule, you must get the most profit out of every single hour.
A professionally designed and attractive brand can be very helpful in this pursuit. The only way to achieve longevity as a business is to make such a good impression that the customer can remember you from one season to the next. Further, you have one powerful advantage over traditional businesses: several months during which you have the time and breathing room to worry about things like marketing and branding. Here are a few tips for creating a brand that will work year after year for your seasonal business.
Maintain a year-round presence.
Visual aspects of your brand should be visible all year round, whether you use a billboard, a Facebook branding site, a company newsletter sent during off-months, or a printed calendar to accomplish this. Keeping your logo in public view means that your customers interact with you on a daily basis, even if only subconsciously.
Get customer feedback.
You can read these on review sites, but you should solicit them as well. Ask customers exactly what they love about your business and what they dislike. Even if you are a little afraid to hear their response, it will help you modify your business and your brand so it is more attractive in the seasons to come. If your customers give you positive reviews and allow you to use them in marketing, you will be even better off for asking.
Ramp up your efforts before the season begins.
When you get close to the new season, you should step up your attempts to reach out to customers. Now it is time to take that subtle presence you have maintained all year round and make it a little less subtle. Many companies find that sending reminders of the services that will be needed in the coming season makes it easy for previous customers to stay with them year after year. You can sweeten the deal by offering a discount for repeat business or early scheduling.
Work on cross promotion.
Cross promotion and co-branding are not new, but they are becoming more and more important in modern times. If you know of a business that works in a related field (but not a competing one) or one that operates on the opposite annual schedule as yours, you may want to work together to cross promote your businesses. If you cross-promote your businesses, you will be reaching twice the number of people for the same investment of time and money.
Talk to the experts.
If you are having trouble with any aspect of branding, talking to a branding or logo design consultant just may be the answer. These experts have likely worked with other seasonal businesses and know how to achieve success even in less traditional businesses such as yours.