After preparing and sending off my third proposal in two weeks for local brands, I realised something.
Surf tourism brands in summer definitely aren’t in the mood to market their business.
It’s not because they don’t want to.
After all, they reached out to me.
It’s simply because they don’t have the time to look over a detailed proposal and give their brand a comprehensive makeover during the peak season.
To be fair, I get it. Dealing with things that demand your attention NOW means you can’t focus too far ahead.
But it does make me think.
Are there any seasonal strategies that you can apply to your surf biz that’ll minimise risk and maximise growth?
The seasonal strategies that every surf biz owner can use
Despite the fact that both product-based and service-based surf businesses have different seasonal trends, there are some marketing strategies that can be used all year round.
Being able to leverage these strategies will help keep your business afloat during slow seasons and boost growth during peak times.
Here’s how to do just that.
Use historical data to make decisions
Noticed that you sell more performance surfboards during the cooler months? Perhaps you see more budget-conscious university students while the weather is warm?
Whatever your business, you have a wealth of historical data at your fingertips. You might know this innately due to your years in business. Most likely, however, you have a heaps of data hidden in your POS systems or booking systems.
Digging into these findings can help you understand seasonal trends. You might even find hidden opportunities to market your business more effectively.
Stock up early or put on more staff for the high season
There’s a recurring nightmare that most product-based and service-based surf businesses face.
You run out of stock, equipment or don’t have the staff to cater to the influx of customers during peak season, which means you not only miss out on valuable income but potentially lose customers to competitors. Not good.
To avoid this potential disaster sitch, stock up on your biggest sellers early and hire for the high season.
This way you’ll be prepared for the increase in demand and won’t have to scramble last minute.
Extend your promo period
It might sound strange to us now, but there was a time when Mariah Carey’s hit Christmas song “All I want for Christmas is you” was only played on Christmas day.
Crazy, but true.
Nowadays, whenever I hear Mariah’s powerful (can I say sexy, too?) voice, I’m only just recovering from the whole busyness of Black Friday.
If you want to maximise sales, extend your promo period beyond the traditional holiday seasons.
Blow out Black Friday and create a Black Friday lead up promotion or sell Christmas in July surf packages in April or May.
You don’t need to wait for other businesses to dictate when your best sales periods are.
Be creative and innovative and come up with unique campaigns to drive sales throughout the year.
Be flexible based on the “vibe” of the season
I’m sitting here writing this article from our dining room table in southwest Portugal.
It’s 11th July — practically the middle of summer — but I’m staring out at a foggy, chilly, grey day.
Summer isn’t always summery. Winter can be warm.
The seasons are becoming increasingly hard to dress and plan for, and while we can’t control the weather, we can be flexible with our product and service offerings.
Noticed that the next winter week is going to be rainy? Create an organic or paid ad campaign for your surf school pushing the fact that customers are going to get wet anyway, so why not doing it in the ocean.
Has the summer or spring weather been particularly cool? Push last season’s winter clothing with a tongue in cheek “Stay warm this summer” message.
The lesson here is that you should be in tune with the “vibe” of the season and adjust your offerings accordingly.
It shows that you’re paying attention, which customers appreciate, and it also gives you an opportunity to sell items that may not have been as popular during the traditional season.
Plan your budget around seasonal revenue trends
This might be the most important one: plan your budget around seasonal trends.
It’s no secret that businesses have peak and off-peak seasons, and revenue can vary greatly between the two (unless you operate across multiple hemispheres, that is).
Make sure to plan your budget accordingly, so you don’t find yourself struggling during slower months.
I’ve noticed that surf tourism businesses are all gun-ho during peak season. They have ZERO fear in asking for the comprehensive marketing packages.
As summer ends and the shoulder season creeps in though, those same businesses tend to pull back, counting their pennies and scrutinising every dollar spent.
This is totally normal, but it can be avoided.
By planning your budget with the ebbs and flows of seasonal revenue in mind, you can avoid a cash flow crisis during slower periods.
Final thoughts
I’m aware that phrases like “minimal risk, maximum reward” come off as kinda cheesy, but I truly believe that these seasonal strategies do just that.
The only catch is this: you need to be on your game.
Because seasons and the opportunities they present are fleeting, it’s important to plan ahead but also to be ready to act when needed.
Don’t wait for the perfect conditions, or you’ll miss out on making a splash.
Let me know if any of these have helped you… or if I’m just talking out of my cold-in-summer ass.