Every business goes through a natural sales cycle and a season of decreased sales. You might experience a slump in sales following a busy season, or it could result from inventory issues. Regardless of the reason behind this slow period, you should continue to advertise. Falling behind in your advertising can only make things harder for your business as you try to regain the momentum you once had or hoped to achieve.
Whether advertising during low inventory or another period when sales are slow, there are several reasons why you should advertise all year.
The Benefit of Consistent Advertising
Year-round advertising comes with numerous benefits over simply advertising during your busy seasons. Advertising consistently maintains a steady pace for your advertising, which keeps you connected with past and existing customers. You also increase your chances of being found as people research throughout your off-season.
During these slower seasons, your goals will be different. Instead of trying to increase sales, you'll want to increase recognition for your brand. People may not be ready to purchase during this time, but they may be getting ready to and want to determine which brand to trust. If you can place and keep your brand in the spotlight throughout the year, you'll remain top-of-mind among audiences. In turn, you'll draw attention away from the competition and keep it on you.
When it comes time for customers to purchase, your brand will be the first one to turn to because of their familiarity with you.
Run Brand Awareness Campaigns
Although you want to advertise throughout the year, you don't need to advertise heavily. You can more easily stay within your available budget if you regulate your advertising. During the slow season, you'll ultimately lower your ad frequency based on your goals.
In advertising, there are two main types of ad campaigns: brand awareness and call-to-action campaigns. Brand awareness campaigns introduce new customers to your brand and build familiarity with repeat exposure while building trust with past customers. Ads will discuss your brand and use a particular tone and message to differentiate you from competitors while gaining trust.
Call-to-action campaigns, on the other hand, involve inspiring action among audiences. A call-to-action campaign can encourage people to perform any number of actions. For instance, you could use an action campaign to bring traffic to your website, foot traffic to your physical locations, or phone calls to customer service reps.
The end goal of a brand awareness campaign is to ensure people recognize and trust you while action campaigns drive sales.
When sales are slower, you'll want to run brand awareness campaigns that bring more attention to your business. However, it's essential to know how often to run your ads during these periods. Not only do you want to stay within your budget, but you also want to avoid annoying audiences. A proper brand awareness campaign will be cost-effective while avoiding irritating viewers. Meanwhile, you'll ensure people remain aware of your brand by the time they're ready to make a buying decision.
Adjust Your Messaging
When advertising during slow periods, you can alter your messaging on your advertising channels to either respond to or get ahead of any inventory issues. Changes to messaging shouldn't be limited to your ads, either. You can also update your website's content to reflect these changes. For example, you can use email marketing to highlight low inventory, which would help encourage people to buy quickly. You could also add notes on your website to explain that delivery times will take longer. Adding these notes will help shape customer expectations and prevent any unexpected frustration due to delays.
By taking this initiative, you can turn a drawback into a selling point and gain even more loyalty by pairing these efforts with proactive customer service. For instance, during a slow period, try to focus more on responding to customer inquiries via your website's contact form or a chatbot. You can also extend your customer service to social media platforms, responding to messages on Facebook or other sites that customers frequently use. Additionally, you can respond to comments on posts that further show that you value customers' input.
Keep Advertising All Year to Get Consistent Results
Through regular year-round advertising, you can make sure your brand doesn't have the chance to fall behind. Standard advertising during slow periods and beyond can help maintain your customer base and increase awareness. When the season begins to pick up, and customers are ready to buy, they will consider your brand first. Subsequently, you'll be able to maintain more loyal customers who are consistently aware of you even when they're not ready to make a purchase. The key is to run brand awareness campaigns, adjust the frequency of your ads, and make any necessary changes to messaging.