‘Summer-proofing’ a business is not such a sweat

For many businesses, the onslaught of the summer season ushers in a downturn. While most look forward to the season’s quiet reprieve, businesses often look with anxiety on the dreaded slow period, perceiving it as an abrupt halt to whatever momentum they were gaining beforehand.

Companies fear having to struggle to achieve targets. However, summer downturns do not have to spell doom if the right strategies are implemented in anticipation.

Before summertime, companies must call upon their marketing department to create innovative and impactful strategies to address the unique challenges the off-season brings. Many distinguished enterprises have in fact capitalised on the summer season to create promotions that pique the interest of their consumer base, effectively increasing business and strengthening customer loyalty.

Such strategic marketing development should serve as an example for other organisations to discern the unique opportunities that are at their disposal. The season is a chance to get creative in brand boosting.

Promotions do not have to be confined to providing discounts; there are many other approaches that can provide companies with a stronger competitive advantage. Enterprises can look towards developing complementary products and services that will suit the summer needs of their customer base. It is also an excellent time to explore new market niches that may have been previously overlooked.

To stay relevant, businesses must keep abreast with the emerging trends in their respective industries, especially at this time. Monitoring trends will allow enterprises to adapt — as well as refine — their marketing strategy accordingly, to assess potential market gaps that they could use to their advantage.

Summer is also a ripe time to follow up on old leads. After a while many executives believe that previous leads have become stale and offer no promise.

However, many changes may have materialised along the way and created new opportunities. Lastly, it would also be beneficial to go the extra mile for existing customers. Indulging present clients can be the best way to increase sales after already building upon an existing foundation of trust.

Pampering them further would increase engagement and strengthen brand fidelity.

These are only a few approaches that companies can adopt to expand their business during summer. With social media facilitating stronger communication channels between businesses and their respective clients 24x7, there are no limits to the available tools and techniques that can make ‘off-peak season’ a thing of the past.

The writer is Managing Director of Orient Planet PR & Marketing Communications.