Summer is just around the corner, which means that seasonal advertisers are planning their marketing budgets. Seasonal operators have a much shorter time frame in which to make marketing decisions and roll out their promotions. As a result, media sales reps may already be calling last year’s best accounts and looking around for new seasonal operators who need to promote themselves.
Businesses that tend to open their doors only for the summer season range from lawn and landscaping services to outdoor concert planners. Industry experts says that these business owners should realize that consumers plan earlier these days and often make decisions about summer camp or home improvement projects months in advance. As a result, a seasonal operator may need to advertise sooner rather than later. And these businesses should also realize that the marketing campaign needs to extend throughout the season. Customers need regular reminders to patronize the business. Industry experts suggest that operators target returning customers with one type of campaign, which may thank them for their continuing loyalty, while using a different message and style to attract new customers.
Because so many of these operators serve the tourist market, they may find that traditional advertising is not as effective as other platforms. Potential customers do not read local newspapers or receive direct mail. Many do have mobile phones though and they may be searching for local businesses. One of the best ways to extend reach is for marketers to offer a mobile app. This kind of app may inform tourists of special events in the region and serve as a promotional vehicle for the sponsoring business.[Source: Klein, Karen. Remind Customers Your Seasonal Business Opens Soon. Businessweek.com. 19 Apr. 2012 Web. 2 May 2012]