August is always a polarizing time for those in the frozen dessert business. For those in the resort areas down the shoreline where they depend on vacationers, August is the month that can make or break a season. For the off-shore stores, August can be surprisingly uneven. Though the weather may be nice, the sales may not be – especially on the weekend.
So how do you take advantage of the heat and dog days of summer when a good portion of your customer base may be away on vacation? How do you get back that early season magic where customers were excited to come out of their winter frozen dessert hibernation? Well, if you have been following our previous blog posts and newsletters, you know that there should have been some foundational marketing applied months ago. If you know when sales slow, you need to take a proactive approach to better maintain your revenues. However, if you haven’t done anything to this point – don’t panic! Here are a few tips to take advantage of the last summer months.
There are many other things you can do to help make the most of summer and early fall. Just remember, you can’t just sit on your hands and assume things will pick up. Be proactive, be imaginative, and be motivated!
Let us here at Sentry know if there is anything we can do to help brainstorm ideas for your particular operation.
- Update your Menu – This is a critical and often overlooked point of emphasis. Studies show that customers will tire of a menu after approximately 4 months. Well, if you opened late March/early April, your 4 months are here. If your menu is stale and you are selling the same exact items you’ve been selling all season, why would you expect sales to climb? You have to motivate and stimulate your customers with new flavors, toppings, sundaes and unique items that will differentiate you from your competition.
- Hold an Event – Whether it’s a large fundraiser, a customer appreciation day, or just a fun filled party, you should do something! This will rejuvenate your customers, your community and, hopefully, your sales.
- Knock on Doors – It has probably been a while since you’ve pounded the pavement of your community with coupons, flyers, t-shirts and general knowledge about your store. It’s time to get back out there! View it as a re-introduction of your location and attack it with the same vigor you should have done at the season’s onset. Schools are not an option as they were in March, but summer camps, pools, campsites, and sports programs are a great source.
- Late Summer Promotions – Develop promotions, giveaways, and coupons that are geared around back to school and the late summer. Beach bags for vacationers. Back to school packages. Pencils and folders for purchase of a certain amount. There are a ton of ideas! All these items are needed by families in your area so help them out and make it fun. But most important, tie everything into a purchase to help boost sales.
- Generate your Fall Marketing Calendar – The fall season offers a great marketing opportunity for your store. Arts and crafts contests, back to school promotions, Halloween events, fall sports, etc. If you are a season store, you can squeeze revenue from the last two months of the season by formulating a strong marketing plan. If you are year round with an inside spot, than you can really develop some great events.
There are many other things you can do to help make the most of summer and early fall. Just remember, you can’t just sit on your hands and assume things will pick up. Be proactive, be imaginative, and be motivated!
Let us here at Sentry know if there is anything we can do to help brainstorm ideas for your particular operation. 
