Seasonal Business Strategy: Timing That Drives Foot Traffic
Advertising a seasonal business isn’t about being loud all year, it’s about being impossible to miss at exactly the right moment. Whether you’re running a waterpark, pumpkin patch, festival, or garden center, seasonal marketing success comes down to timing your campaign around key windows like opening day, peak weekends, and high intent.
One of the biggest challenges of marketing seasonal businesses? Campaign start dates. Unlike fixed events, seasonal businesses can have fluid start dates. Advertising a garden center like Canoyer Garden Center requires flexibility to shift earlier or later than initially planned due to weather conditions or other factors.
A festival marketing strategy does not include the luxury of a flexible start date, making strategizing an event promotion timeline even more important. The Renaissance Festival of Nebraska takes place the first three weekends of May. The key to their campaign is to build awareness weeks in advance and create urgency from weekend to weekend throughout May.
1123 also works with fixed-season brands that operate within a defined window. Fun-Plex Waterpark & Rides runs an advertising campaign that is sandwiched between Memorial Day and Labor Day. Bellevue Berry & Pumpkin Ranch launches their fall advertising campaign right around Labor Day each year. Both businesses will start their campaigns around the same time each year, regardless of weather, following a campaign timeline built on historical data and research.
Looking for guidance on your upcoming seasonal campaign? Let’s make sure you show up at the right moment. Let’s chat!