Draw Customers Out of Hibernation Despite the Winter Chill
Posted on 01/07/2013
For many business the hustle and bustle of the holiday season is followed by a lull in customer interaction. Your customers may be hibernating a bit now since the holiday fun is over and the harsh winds of winter remain.
Your job is drawing them out of their homes and into your business. But how? Persuade them with your marketing. Make a visit to your business worth braving the cold.
Here are a few ideas that will help your business draw prospects out of hibernation and through your store door.
Think Like Your Customer
Consider which businesses you visit as usual in January and February. Gas stations and grocery stores don’t observe a winter sales dip like other establishments. That’s because, even though standing in the cold while you fill your tank is miserable, it seems essential.
Can you pitch your product or service as if they’re absolutely necessity? For example, a coffee shop may send and email heralding a coffee run as the only bright spot on a bleak winter day.
Winter marketing also demands that you work with the calendar instead of against it. Build promotions around events that are important to your customers.
For example, almost every demographic looks forward to the upcoming Super Bowl. Offer an incentive to customers that relates to the football festivities. For example, a house cleaning service may offer a Saturday afternoon discount for last-minute party hosts.
Even though the Super Bowl and Valentine’s Day are coming up, we’re experiencing a relative dry spell when it comes to holidays and other events. Take advantage of your customers’ currently sparse social calendars.
Now more than ever, people have some free time to spare. So make visiting your business an event rather than an errand. Host an open house at your store. Offer behind-the-scenes tours if applicable, or invite entertainers—such as a local a cappella group—to entertain guests. Mail an invitation to customers to make it feel extra special and you’ll really pack the house.
January and February don’t have to be disappointing months for revenue. Think creatively about why you’re missing out on business this month, then set out to rectify it. Motivate your customers to get out of their sweats and into their store so you’ll stay busy and profitable in the coming weeks.