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We all look forward to taking a dip in the pool during the summer when the sun is shining, but the inevitable sales slump from June to August can leave business owners in a bind.
According to a 2023 study, two-thirds of B2B businesses experience a drop in sales during the summer, and of the affected businesses, nearly 75% reported a drop in sales of 20% or more. Also, one in five claimed reductions of 40% or more.
If you are in one of the industries that provide one summer sales decline, there are ways to take it head on and come out of August victorious. These three tactics have been tested by my team over the years and have resulted in $100 million in annual revenue.
Connected: 3 great ways to beat the summer slump and get more customers
1. Post postcards every week; they achieve 600% more revenue per lead
I have built my business on the pure fact that direct mail marketing works. Postcards may not look as eye-catching as a social media ad, but they still leave a lasting impression. Individuals can hold a tangible card in their hands and save it for a rainy day. Research shows that direct mail has a average engagement rate of 95% and interacted with at least four times at home.
But the effectiveness of postcards really comes as no surprise given the rise of digital fatigue. A STUDY that surveyed 10,250 consumers found that 49% said they spend too much time online and want to reduce that time.
The very nature of direct mail forces an individual to stop and take the time to read the ad. This gives you a greater opportunity to connect with your customer and close a sale. Business owners also have many more targeting options with direct mail than digital advertising, so the campaign will be more effective and deliver better results.
Sixty-five percent of households with incomes of $100,000 or more made a purchase in the past 30 days because of direct mail advertising, research shows. So not only do prospects pay more attention to your posts, they're also more likely to buy a product or service from you as a result.
My company sends out 232,000 postcards per week exclusively promoting our products and services like clockwork. Last year, we analyzed 114,373 customers who converted to sales in 2023 and found that we achieve 600% more revenue per customer from postcards than digital ads. Specifically, $229.41 in revenue per postcard customer versus $37.09 in revenue per pay-per-click lead. You may get more leads from other marketing channels, but they won't be as high quality as the ones you get from mailers.
2. Increase your marketing budget in the 4-6 weeks leading up to summer to get more leads in line
My most effective marketing principle is that market like crazy – trade more than you think is reasonable. The reason for this is because the amount of effort you put into your marketing will determine your results. The more you invest in your ads, the more revenue you will generate.
So, just before the start of summer, about 4-6 weeks in advance, increase your marketing budget to increase customers. If that means you send thousands more postcards, create more video ads for Instagram or YouTube, or hire another sales professional to make outbound calls, texts, and follow-ups, just give it 1,000%. We hire five high school students on summer break to help make additional phone calls to prospective and past clients each summer.
Even if you don't have the extra money to do so, think about it low price or cost-free ways to reach more prospects and spread awareness of your brand. This could be public relations, more social media posts, email blasts, or higher phone call quotas for sales reps if business is slower and they have more free time.
By the time summer is in full swing, you should have plenty of leads to follow and even more sales to close. This will tide you over until October comes along with the normal flow of shopping.
3. Rekindle past customers and old leads with new offers and retargeting
Getting new information to get you through the summer crunch is important, but don't forget about other opportunities to increase revenue, such as returning customers for a second purchase and reviewing old customers who never bought from you.
For contacts who have been sitting in your CRM for years and have yet to purchase a service or product, build a list and send them a special offer in the mail to encourage a response. These posts can be automated through a Direct Mail API Link. Whether you use SalesForce, Zoho, or another CRM platform, an API connection that automates these mailings will save you time and money.
Don't assume these old contacts they are a waste of resources. I've had prospects in my database that didn't respond to our postcards and emails for years and they finally made the decision to reach out and start marketing services with us. I'm glad we never gave up!
For customers who haven't bought anything in a while, segment them into separate lists, such as: haven't bought in a month, six months, or a year. Then, add them to specific email channels and mail them postcards with an exclusive discount code available only to current customers. If you're an e-commerce business, do another marketing campaign that targets people who abandoned their online shopping carts. A QR code on the mailer will make it easy for them to return to your website and complete the purchase.
In addition to implementing all of these tactics, you can also use the extra time during the summer slowdown to plan your marketing for the rest of the year. The last quarter, just like a football game, is always the most intense, so pay some attention to how to end the year strong. With all that extra cash coming in, you might end up rewarding yourself with a margarita pool.