Boston has many claims to fame. Not the least of which is our very own Samuel Adams® beer, brewed and bottled right here in Boston. In addition to offering a stellar product, Samuel Adams® offers an applicable lesson in marketability. The Boston brewery has leveraged the constantly revolving New England seasons to further its product line and corresponding marketing initiatives. Think Holiday Porter, Octoberfest and Summer Ale. Can your business leverage New England's fickle Mother Nature to promote your product or service? Here are some industry specific ideas for introducing new products and services that leverage the revolving seasons:
Health & Beauty: More than sunscreen in the summer and lip balm in winter, the aesthetic industry can time promotions to leverage the best of their most expensive services. With pre-summer laser hair removal, deep winter revitalizing photo-facials, skin shedding spring time microdermabrasions, and sun damage repairing fall facials, spas have endless opportunities to tie service offerings into pre-season preparation and post season repair treatments. The results are a steady flow of year-round clients.
Medical & Athletic: Fit and wellness organizations can time preventative care events with local outdoor activities. Consider open house events staged as seasonal vaccination clinics. Boston Marathon training (or recovery) sessions or pre-ski season "tune ups" for physical therapy practices. How about personal training sessions that are bundled to address the golfer's needs and are delivered through local gyms?
Restaurant & Hospitality: New England offers local Boston hospitality outlets countless ways to maximize exposure by touting seasonal offers. In addition to traditional holiday stays and seasonal meals however, consider options for beach, apple picking, and tree lighting excursions. Bring in seasonally inspired entertainment such as tarot card readers in the fall and leverage cross marketing opportunities with partnering vendors.
Businesses strive to find new and fresh ways to present their product, to repackage and promote their service offering, in an effort to secure new clients or up-sell to existing ones. Sometimes it is as simple as leveraging April showers to sell May's flowers.
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