Spring into action and attract more business

If you have a small business, strategies to attract more business in spring could help you to focus your marketing efforts. Spring is historically a busy time for small businesses and presents a season filled with opportunities to capitalise on the energy and positivity of the warmer months.

“This spring will be particularly unique, as it will be the first warm season in over two years that South Africans can enjoy without needing to adhere to Covid restrictions,” says Janeesha Ragubeer, area manager at small and medium enterprise (SME) financier Business Partners Limited.

She shares these five strategies which can help small business owners ensure their businesses are well-positioned for success, ahead of the busy season.

Weave the spring narrative into your marketing

Spring is associated with renewal and rejuvenation, a period of new beginnings. You can use these associations to encourage new sales by incorporating the spring narrative into marketing efforts on social media, e-mails and website and blog content.

“Encourage your customers to embrace the new, put a spring back in their step, spread the good vibes or spring into the new season by buying your product or service,” says Ragubeer. “This could be accompanied by a onceoff discounted rate or an added incentive to drive repeat buying.”

Use spring to launch a new product or service

A new season is the perfect time to launch a new product or service.

Spring provides a way to get your marketing message across strongly and begin pushing sales on new items to ensure these products and services are well established in the market before the festive period.

“Remember, spring is a highly competitive time of year, particularly in the retail sector,” Ragubeer said. “Therefore, when launching a new offering, refine your value proposition to focus on one or more of the key differentiating factors of price, value and service.”

Leverage outdoor markets and events

Increased sunshine and longer daylight hours are associated with positive emotions, which makes spring the best time of year to return to the outdoors.

This year in particular, the relaxation of Covid restrictions * may encourage more customers to attend outdoor functions and networking events.

“Bear in mind that at an outdoor event, your display or promotional area will need to stand out in a crowd of other vendors,” says Ragubeer. “Therefore, you have to conduct extensive market research to ascertain whether an investment into aspects such as signage, equipment and mobile fittings will produce a worthy positive return.”

Due to the availability of a larger space, outdoor markets and events also lend themselves to product demonstrations, sample give-aways and experiential elements that will give audiences a taste of what is on offer.

“Leverage the ‘buzz’ and activity to engage with customers face to face, spark conversation and add an element of tangibility to your product or service offering,” says Ragubeer.

Build a content community

With more people venturing outside during spring and sharing experiences on social media, a business owner can use this time of year to engage with audiences online and build a community around a product or a service.

“You could do this by hosting competitions, posting positive reviews, profiling your customers and using micro-influencers to promote your offering,” says Ragubeer.

“Heading into the last quarter of the year, the rise of ‘social commerce’ will provide an opportunity for small business to use the power of social endorsement to drive sales and get people talking about what you do.”

Collaborate with seasonal SMEs

A number of SMEs rely on specific seasons to generate sales and drive profitability. During spring, for example, small businesses supplying items such as artisanal ice cream, swimwear, outdoor gear, air conditioners, exercising equipment and clothing and travel accessories are in high demand.

“You can take advantage of this by partnering with other small businesses which can complement your offering.

“Collaborating in this way will allow you to combine forces and tap into another SME’s established audience, while adding value and promoting the fun and whimsy with which the season is associated,” said Ragubeer.