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We all look ahead to taking a dip in the pool in the summer when the sun is shining, but the inevitable drop in sales from June to August can leave business owners in a difficult position.
According to one study from 2023,two-thirds of B2B corporations experienced a decline in sales over the summer, and of those affected, almost 75% saw sales declines of 20% or more. Additionally, one in five corporations saw declines of 40% or more.
If you’re in one of those industries that is predicted to see a summer sales decline, there are ways to combat it and emerge from August with a win. These three tactics have been tested by my team over the years and have led to our $100 million in annual revenue.
1. Send Postcards Every Week; You Get 600% More Revenue Per Customer Acquisition
I built my business on the easy undeniable fact that direct marketing works. Postcards may not seem as enticing as flashy social media ads, but they still leave a lasting impression. People can hold a tangible card in their hands and put it aside for a rainy day. Studies show that direct marketing has average engagement rate 95% and has contact with him at least 4 times at home.
But the effectiveness of postcards comes as no surprise given the rise of digital fatigue. test The survey, which included 10,250 consumers, found that 49% said they spent too much time online and would really like to cut back that point.
The very nature of junk mail forces a person to stop and take the time to read the ad. This gives them a higher probability of attracting a prospect and closing a sale. Business owners also have many more targeting options with junk mail than they do with digital ads, so the campaign can be more practical and deliver higher results.
Sixty-five percent of households with incomes of $100,000 or more made a purchase in the last 30 days as a results of junk mail promoting, research showsAs a result, potential customers not only pay more attention to your mailings, but are also more prone to buy a product or service from you.
My company sends out 232,000 postcards per week, just promoting our own products and services like clockwork. Last 12 months, we analyzed 114,373 leads that converted to sales in 2023 and found that we were generating 600% more revenue per lead from postcards than from digital ads. Specifically, $229.41 in revenue per lead from postcards vs. $37.09 in revenue per lead from pay-per-click. You may get more leads from other marketing channels, but they won’t be as prime quality as the ones you get from mailers.
2. Increase your marketing budget 4-6 weeks before summer to draw more leads
My only marketing rule is to market like crazy—market greater than you think is reasonable. The reason for this is that the amount of effort you set into your marketing will determine your results. The more you invest in promoting, the more revenue you’ll generate.
So right before summer starts, about 4-6 weeks before, increase your marketing budget to extend your lead generation. Whether which means sending 1000’s more postcards, creating more video ads on Instagram or YouTube, or hiring one other sales skilled to do outbound calling, texting, and follow-ups, just give it your all. We hire five highschool students for their summer break to assist us make extra phone calls to past leads and clients every summer.
Even if you don’t have the more money to do this, think of low cost or free ways to succeed in potential customers and increase your brand awareness. This might be public relations, more social media posts, mass email blasts, or higher call limits for sales reps if business is slower and they have more free time.
Once summer is in full swing, you must have loads of results in generate and much more sales to shut. This will get you thru the lull until October arrives with the normal flow of purchases.
3. Rekindle the interest of former customers and old leads with recent offers and remarketing
While acquiring recent customers to assist you through the summer slump is necessary, remember about other opportunities to extend revenue, resembling bringing customers back to make a second purchase from you and revisiting old customers who never made a purchase from you.
For contacts who have been sitting in your CRM for years and have never purchased a service or product, create a list and send them a special offer by mail to encourage them to reply. These mailings will be automated using junk mail API connection. Whether you employ SalesForce, Zoho, or one other CRM platform, an API connection that automates these sends will prevent time and money.
Don’t assume these old leads are a waste of resources. I’ve had prospects in my database who didn’t reply to our postcards and emails for years, and then finally made the decision to contact us and start marketing their services with us. I’m glad we never gave up!
For customers who haven’t bought anything in a while, divide them into separate lists, resembling: haven’t bought in a month, six months, or a 12 months. Then add them to specific email funnels and send them postcards with an exclusive discount code available only to current customers. If you’re an e-commerce business, run one other marketing campaign aimed at individuals who have abandoned their online shopping carts. A QR code on the mailer will make it easier for them to return to your website and complete their purchase.
In addition to implementing all of those tactics, it’s also possible to use the beyond regular time during the summer slowdown to plan your marketing for the remainder of the 12 months. The last quarter, like a football game, is at all times the busiest, so put some thought into tips on how to end the 12 months strong. With all that extra money, you would possibly just reward yourself with a poolside margarita.