Summer is nearly in full swing, and although it’s a bit different than usual, consumers are still looking to get out, try something new and spend money on experiences at seasonal businesses. Abiding by local regulations and navigating the ever-shifting landscape COVID-19 has thrown the brick-and-mortar space a challenge. However, the time is here to shake off the dust and take advantage of the summer because whether you own an ice cream stand, a marina, or boardwalk t-shirt shop catering to tourists, your season is limited.
Though you could dwell on the current circumstances, as a business owner, you understand every day is a new mountain to climb and these current times are just a tougher hand of cards you’ve been dealt with. So, what’s it going to be? If you’re looking to cash-in on your hand, read along for a few helpful tips and ways your business can strive for success during this summer period.
Stay Organized
Staying organized is something that every business owner would like to do. Having everything neatly aligned, shipments coming in on time, a clean shop and inventory always in stock can be seen as a dream for many, but you know that all is likely just too good to be true. So what are a few ways you can keep your business organized during this peak season?
- Go paperless
- Track time spent on tasks
- Use mobile banking
You may already incorporate these tips into your day-to-day, but with a little fine-tuning, your business could be running even better and more efficiently. The benefits of going paperless are numerous and can even be financially fruitful and serve as an added safety measure. Keeping track of your time and managing resources based on the importance of tasks will not only help you work more efficiently but also being sure things are completed in the correct order. When it comes to finances, choosing a small business bank can be the key for easily organizing your business’ invoices, payments, and deposits among other business necessities. Staying organized can come in several forms, so finding your unique pain points and identifying ways around them are paramount to succeeding.
Have a Plan
The SBA reports that over 80% of small businesses survive their first year, while 30% survive their 10th. As a seasonal business owner, you know your window for success is much shorter than the usual calendar year, sometimes only a handful of months. One sure-fire way to keep your business on the right path is a solid business plan. For a refresher on how to draw up a business plan, read more here. But, keep in mind that though a business plan is great, having the flexibility to alter it due to extreme circumstances is a must. For example, just because you are a sit-down restaurant doesn’t mean you should solely focus on people dining in, especially during these times. What are a few ways you can pivot from your initial business plan and stay relevant?
- Offer take-out service
- Re-arrange your space
- Use online reservations for minimal contact
Your business plan is meant to be a guide toward success, but it shouldn’t be the end all be all. Adapting to the times, and making positive changes in the wake of unseen situations or altering landscapes can be the difference between your business getting ahead or being left in the past.
Be a Team Player
As an owner of a seasonal business, you’ve likely worked some long hours in non-peak season times by yourself. Transitioning to the height of your busy season after a long time off can be a change in itself, but one that is necessary. As the owner, especially if you are in a resort town, the ability to work and cater to an ever-changing customer market is a key to earning repeat customers.
For domestic travelers in the U.S in 2019, according to the U.S Travel Association, over 50% of vacation spend went toward food services, retail, recreation/amusement, and lodging, all sectors that cater to seasonal businesses. With so many travelers spending on experiences, you will want to make sure you not only keep a positive reputation in your town but also deliver a great product while you have them. Going the extra mile to please visitors can lead to a positive Yelp or TripAdvisor review and a lasting impression that will keep them coming back again and again.
Stay Top of Mind
With a short window to succeed for the year, staying top of mind is vital to capitalizing on customers visiting your seasonal business. When it comes to staying top of mind, you will want to be sure you are connecting with past customers or potential customers in as many ways as possible. If you have data from past customers, taking advantage of email marketing with Mailchimp can be a great touchpoint to keep prior customers updated on everything from upcoming deals, hours, or just general announcements pertaining to your business. If this isn’t the case, there are plenty of other ways to get your business in front of the eyes of customers.
- Instagram ads
- Facebook ads
- Local radio ads
Getting your product or service in front of customers on social media can be a great, low-cost option for advertising. Take some time to get familiar with advertising on Facebook and features such as targeting your ads around travelers to a certain area between specific dates. Or, you could utilize the local radio station that visitors will be using while driving or checking the village news. Striking the chord between eye-catching creative and ads that are set up well can help you boost your brand’s awareness and drive more traffic to your seasonal business.
Conclusion
Running a seasonal business is no easy task, deadlines are shorter, the stakes are higher, but the fruits of all your work can be astronomical. Striving for success can lead to many seasonal business owners to focus on working harder rather than smarter and eventually lead to burnout. With a few smart steps, you can get your seasonal business moving in the right direction and maximizing your potential in no time.