PROMOTING YOUR BUSINESS BETWEEN MAJOR SEASONS THROUGH MINI-SEASONS

Our businesses are great at the major seasons: Valentine's Day, Easter, Mother's Day, Father's Day and Christmas. So are many other retailers.

What we are other retailers are not so great about is the in between, the periods where there is no season.

Our advice is that without spending any money you can create a mini-season that you can use in your window, inside the entrance, at the counter and on social media to attract traffic and purchases. You can use the mini season to reinforce the value you offer your local community.

A mini season should run for two weeks before being places in a secondary location in-store.

Here are mini season topic ideas. The first five represent mini seasons that relate to what we think are worthwhile permanent departments or offerings in your business:

1. Pets / dogs and cats. Remember, people spend more than $12B on their pets in Australia. We recommend products from Jasnor, Independence Studios, Bocchetta, Martinvale (Perfect Petzzz), Affirmations and Big Balloon into this display. Plus, frames (see below). Oh, and Modern Brands - they have dog and cat jigsaws.
2. Unicorns. This appeals to all ages, boys and girls. Look at Independence Studios, Outliving, Jasnor, MDI, Modern Brands (unicorn jigsaws) and more.
3. Jigsaws. If crosswords are strong for you jigsaws will be too. They are especially strong at holidays times and winter. Modern Brands, newsXpress (Hallmark jigsaws) and others.
4. Monopoly. This brand is having excellent sales right now. Winning Moves is the core supplier.
5. Games, built around Cards Against Humanity. Winning Moves and VR Distribution.
6. For kids: 8-12. Put together everything you have in store that could work for this age. Include cards too. make shopping easy, one-stop.
7. Gratefulness / Thank You. Help people you serve to say thank you to others. The thank you card caption is usually in the top five performers in Australia.
8. Friendship. Celebrate that most important human connection. You have wonderful products from Affirmations, The Aird Group, Hallmark and newsXpress.

These are some examples of mini-seasons you can pitch.

What makes them a mini-season? the whole of business approach you take.

• Window display.
• Front of store display.
• Behind the counter display.
• At the counter tactical placement.
• In-store activity.
• Social media engagement.

The more touch points you have the more you get through and the more you can expect to achieve as a result.

Note: do one at a time so as to not pull focus. You want your mini season to be noticed.

We think it is a mistake to only rely in the major seasons. Today, more than ever, you have to make your own success.