For a child, summer is unquestionably the best time of year. Long, sunny days mean trips to beach, afternoons at the pool, and best of all, no homework. But for the small business owner, summer can be the worst season of all. Many companies experience a “summer slump” in June, July, and August. They struggle to find new customers and revenues don’t grow. You must avoid this dreaded “slump” at all costs. Doing so may require an investment of creativity, but it is necessary for success.
A great example is Starbucks. In the early days, people doubted if the chain could maintain sales in the warm summer months. Who would want a hot expresso in the middle of July? Starbucks, unwilling to submit to a seasonal drop in sales, innovated and debuted the all new “Frappuccino.” This iced drink has earned Starbucks billions and ensured they stay relevant all year round.
Like Starbucks, you should not settle into a “summer slump.” When revenues go down, it is up to you to boost them back up. It’s not time to take a break; it’s time to launch more marketing! This season offers exceptional opportunities to drive growth. Summer outings, events, and holidays have enormous marketing potential. You could host a BBQ for loyal customers, hand out flyers at a festival, or create summer themed giveaways. It is all about adapting your marketing techniques to the season. Where most see problems, you should see opportunity. Don’t accept a drop in sales, get creative and your summer may just become your favorite season again.