Off-Season Marketing

While your business might be seasonal and therefore have an off-season, that doesn’t mean that you should take it easy on the marketing front when you’re on break.

You want to keep up the momentum, so marketing is something you need to engage in year-round. Here are the best marketing tactics for the off-season.

Expand Database

In the event that you have a seasonal business, you can make good use of the off-season by expanding your database. This entails building an extensive list of past clients as well as people who’ve shown interest in your company. Doing this will give you the opportunity to stay in touch and to potentially turn new leads into clients when the new season gets underway.

Stay In Touch

Don’t neglect your website, blog, or opt-in email blasts. You can stay in touch with past clients, reach out to potential customers, and basically ensure that you’re not forgotten just because another operating season is over. You want to give consumers every reason to return after the break, and you can do that by using the off-season to stay relevant.

Social Media

Don’t let your social media accounts go dormant during the off-season. You need to continue to engage your customers and potential clients in the same way that you would during your operating season. Whether using Twitter, LinkedIn, Facebook, or any other social media platform, you should continue your marketing efforts to stay visible. You can offer discounts, send out surveys, seek out feedback, and more.

Work On Marketing Strategy

During the off-seasons when things slow down, you’ll have an ideal time to comb over your marketing strategy to see what works and what doesn’t. It’s also a great time to look at what sort of return on investment you’ve gotten on your marketing dollars, and to consider other ways to market. The goal will be to fine-tune your marketing strategy so that you can increase your ROI.

Launch Early-Bookings Campaign

One way you can keep your marketing machine humming along is to launch a campaign to encourage early bookings. You can run a special promotion that rewards those who book early with an attractive discount. This is one way to attract new business.


If you’re a seasonal business, try entering into strategic partnerships with businesses that might be able to extend your marketing reach and your visibility. Specifically, seek out businesses that are up and running during your off-season. You could advertise on their site, should there be some logical tie-in to what the partner or partners offer their customers.

Again, you don’t want to rest on your laurels during the off-season. Marketing is a round-the-clock job, so be sure to continue to put in the effort to promote your business year-round.

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