The Turning of the Seasons
In this blog series, we have been uncovering and exploring the four marketing seasons: Launch, Optimize, Analyze, and Strategy. Much like the four seasons of the year, each of these marketing phases is affiliated with certain behaviors and patterns in society at large. Here at Flint Avenue, we believe that acquainting oneself with each season provides businesses with marketing strategies that are in alignment with the ebbs and flows of human behavior. This provides intuitive ways to better anticipate when target audiences are more likely to buy certain products and services. Throughout this series, we will look at each phase in depth, providing you with ways to leverage the unique qualities of each season to maximize your resources and pave the way for long-term growth. Last week, we uncovered the first season of the year, Launch—a time to start fresh and set the stage for success. This week’s post will feature the season that follows—Optimize.
What is Optimize Season?
While Launch season is brimming with decisions and promises and looking towards the future, Optimize is the moment when reality hits. During Optimize season, you begin to see how the dreams of Launch season are landing. How are you connecting with your audiences? Are your client satisfaction rates exemplary? Are you reaching your financial goals? How can you further expand your client base? What measures can be taken to invest in and support the growth of your business? Because Launch season provides the space to set goals and outline a blueprint for the year, Optimize enables you to make the adjustments necessary to maximize these plans as you put them into action. Optimize season is for investing in new channels for growth, networking with potential customers and partnerships, streamlining strategies, fine tuning your resource allocation process, and generally fertilizing your aspirations for the year.
Who does Optimize Season Impact Most?
While Optimize season has a strong impact on many, here are just a few industries that might feel its effects a bit more significantly:
Service-based businesses, such as plumbing, electricians, HVAC technicians, and other skilled trades, experience a surge during Optimize season. As people settle into their routines after the Launch phase, fine-tuning during Optimize might lead them to focus on structural improvement projects, repairs, and maintenance. These businesses can take advantage of this season by optimizing their service offerings, refining their processes and resource planning, and providing exceptional customer experiences to foster loyalty and generate positive word-of-mouth referrals.
Optimize season is also an ideal time for financial service providers, such as advisors, accountants, and tax consultants, because of the seasonal shift towards refinement. Individuals and businesses often review their resource allocation strategies, investments, and tax planning during this season. Financial service providers can optimize their services by offering educational resources, conducting seminars or webinars, and providing personalized advice to help clients with their financial planning, enabling them to make informed decisions for the year ahead.
Often aligning with the springtime and start of summer, Optimize season brings a steady flow of travelers and vacationers who are seeking remarkable experiences. 56% of Americans travelled in the spring of 2022, and a whopping 85% planned to travel sometime this summer. Hotels, resorts, and travel agencies can optimize their offerings by providing special packages, deals, and personalized services. Market research indicates that offering packages is associated with a revenue boost and a reduction in cancellation rates. This season is also an excellent time to revamp online presence, engage with customers through social media, and showcase unique amenities and attractions to enchant new visitors.
Tips for a Successful Optimize Season
Though the industries listed above may be some of the most impacted, anyone can take advantage of the assets that accompany Optimize season. Read along for some helpful tips on how you can best take advantage of this time.
Optimize season is a great time to invest in targeted advertising campaigns. Identify the channels that resonate best with your target audience and allocate resources accordingly. Think Instagram ads, TV commercials, outdoor signage, or get creative with it—painted cars, notes on chocolate bars, or hand out roses on the sidewalk. This is your moment to foster a connection with customers and highlight the treasures of what your business has to offer. As of 2021, sproutsocial’s State of Social Media Report found that 55% of customers find their new brands through social media, and 76% reported that they would be willing to buy from a company after having a positive interaction on social media. This season just might be the perfect time to invest in that new Instagram ad! Compelling marketing will shine a light on the unique value of your products or services and capitalize on the increased consumer engagement during this season.
Trade Shows and Events:
With many of these taking place during the spring, Optimize season is the perfect time to participate in industry-specific trade shows and events to boost your business. These events provide opportunities to network, generate leads, and build brand awareness. DisplayWizard’s Trade Show Exhibitor Survey found that in 2022, trade shows led to the generation of new leads and increased brand awareness for 70% of businesses. With some creative thinking and maybe a little elbow grease, you can make sure your booth stands out by incorporating fun interactive elements, demonstrations, and engaging visuals. Most importantly, be sure to connect on a personal level with the professionals you meet—you never know what opportunities could arise from this! Collect contact information and follow up with leads after the event to nurture potential partnerships or sales opportunities.
Marketing and Sales Optimization:
Similarly to investing in media buys, Optimize provides the ideal moment to comprehensively evaluate your marketing plans and sales strategies. Start with identifying areas that need improvement, then go on to evaluate your customer acquisition and retention techniques, review pricing structures, and refine your messaging to align with the needs and preferences of your target audience. Data analytics can be helpful for tracking and measuring the effectiveness of your marketing efforts thus far, enabling you to make data-driven, personalized decisions to boost your campaigns.
Optimize season can also be an impactful time to rework your internal operations and processes to improve efficiency. Assess working dynamics, automate repetitive tasks, and streamline your business operations where possible. Establishing project timelines and assigning team members to tighter project schedules can also maximize workflow. This improvement will free up time and resources to focus your creativity on strategic initiatives and customer-centric activities.
To Sum It All Up:
Optimize season is a thrilling time dedicated to refining and maximizing the efforts you worked so hard to initiate during Launch season. By implementing these calls to action, you can tend to the fertile grounds upon which your business can blossom! Optimize season is a time to strengthen your competitive edge and set the stage for continued growth and success throughout the year.