Why do heating and cooling companies advertise new furnaces in the winter and air conditioners in the summer?
The answer is obvious: Because that is when the majority of consumers are in the market for that specific product and service. Who in their right mind would advertise air conditioners in the dead of winter, right? However, if an HVAC company ONLY advertises when the temperature drops below 32 degrees or tops 90 degrees, they are missing a BIG opportunity. Their competition will also start advertising and then it becomes a price point contest, and whoever offers the best deal (aka….whoever cuts into their profit margin the most) wins!
Think about this for a second…… On the first sub-freezing day of winter, you get home from work and your furnace is out. Your home feels like an ice box and your family is ready to head to a hotel for the night. Do you know what heating and cooling company you are going to call? If you answered “YES”, what made them come to mind? If you answered “NO”, how are you going to find one? You would want heat NOW and you would pay a premium to get it. If there was an HVAC company who connected with you before now, they would have a great chance of earning your business.
The goal of marketing is to be top-of-mind with your potential customers so when they need you, they know you and that can only be achieved with a consistent approach to your marketing. Social Media and radio are two great ways to achieve this in a cost effective manner.
Now, take the HVAC example and change it to your business. Is your current marketing plan going to help your potential customers say “YES” to this question: If you needed (insert your product/service here) right now, do you know who you would contact?
Consistently tell people who you are before they need you and you have a much better chance of earning their business. Advertising during your products peak season makes sense, but advertising your product outside of your peak season makes even more sense.