Reminder Marketing: Making the Most of Slow Periods
August 8, 2017 by Andrew Symes
For many of our B2B clients, the summer is a slow period for sales. Customers are away at the cottage, or are simply not concentrating on buying business products or services. Employees are also on vacation, which can make it difficult to operate at your normal pace. Marketing, however, doesn’t need to stop during these slowdowns. In fact, slow periods can be excellent times to market to prospects and customers – if you do it right.
You Can’t Change a Sales Cycle
Let us be clear: it is a waste of effort to try to “make” customers buy something when they aren’t in buy mode. You can’t change your industry’s sales cycle. But, you can do things to stay top of mind, prime the sales pump, and prepare for your next busy season. Seasonal marketing activities can lay the groundwork for follow-up campaigns that will capture people when they’re ready to buy.
Make the Most of Slow Seasons
If summer is typically a slow period for your business, it could be an ideal time for reminder marketing. Reminder marketing keeps your brand on the mind of prospects. The goal is not to make a direct sales pitch but to remind your audience of who you are and what you do. Ultimately, you want to be the first company your prospect thinks of when they’re ready to make a purchase.
Newsletters or informative e-mail campaigns that link to relevant content can be effective, low-cost ways to remind prospects of your value during a slow summer period. These messages can link to new or existing content, whitepapers, or blog posts, and don’t need to push a time-sensitive offer or discount.
Get creative! Perhaps you have something to offer your audiences in the way of Summertime reading, or a tip they can use to maximize their own success during a slow season.
Maximize Busy Seasons
If your products or services change to match the seasons, you have a very relevant reason to make a more direct offer to prospects and customers. In this case, tailoring your message to the time of year and/or making a limited-time offer makes sense.
Depending on the season, you may also want to consider the time of day or week that you send your marketing messages. Perhaps your spa is busy in the Summer, but more so on weekdays than weekends, when people head to the cottage – so timing your offers to arrive in the mornings or evenings might work best. Your ski hill is likely bustling when it snows – but that means your audiences are on the hills, not looking at emails. So you’ll want to target them perhaps during work hours or when the weather forecast is calling for snow – but it hasn’t fallen yet.
No Rest for the Marketers
Outside of directly marketing to your audience, slow cycles are also excellent times to take stock of what has worked well (and what hasn’t) so far, and plan for the busier fall period. For example, this Summer may be a good time to analyze web stats, refresh old web or print content, and revisit previous search engine optimization (SEO) efforts.
Believe it or not, Summer in Canada is already coming to a close. So, it’s not too early to think about the next big seasonal holiday – the winter break.
We always recommend investing in custom, memorable greeting cards to send to clients in December. Unlike standard store-bought holiday cards, custom cards let you remind clients of your company’s offerings in a fun and relevant way. We normally encourage clients to start thinking about these cards in September or October so that they can be designed, printed, and mailed in time.
If you’re looking for ideas on how to stay top of mind with your prospects, or would like to create something special to remind your audience of what you do, contact us!