Weather, holidays and social events can all influence our buying behavior. Smart marketers know how to capitalize on these seasons to increase sales. But how do you tackle this? In this article, we explain how to use marketing smartly and leverage seasons to grow your business. How could you go about this in a completely different way? You can read about this in this article.

Seasonal peak times

An anti-cyclical approach to marketing focuses on creating opportunities outside of traditional seasonal peak times. This means looking not only at when demand for a product or service is naturally higher, but also at when that demand is actually low. By capitalizing on this, you can optimize your marketing strategy to create an edge over competitors.


Daan TutertStrategist

“One of the main benefits of good design in a proposition is that it can create trust and credibility with potential customers.”

Daan TutertStrategist

There are several ways you can use an anti-cyclical approach in your marketing strategy:

Focus on off-seasons. An anti-cyclical approach focuses on the times when demand for your product or service is low. This may be the low season for tourist activities, for example, or the period when most people have already spent their vacation money. By paying extra attention to your marketing at these very moments, you can still appeal to your customers and ensure an increase in sales.


Find new markets. By looking at new markets where your product or service is not yet widely offered, you can create an edge. For example, this could be a new target market or a new region in which you want to offer your product or service. By offering special discounts or deals, you can appeal to these new markets, attracting new customers.


Another way to apply an anti-cyclical approach is to combine seasons. Here you don’t focus on one specific time period, but look at how your product or service can be used at different times. For example, consider promoting vacations in the spring or fall, when prices are lower than in high season but destinations are still attractive.

Respond to current events. By responding to current events, you can optimize your marketing strategy to create an edge over competitors. For example, consider offering special deals during an event near your location or capitalizing on a popular television program.

An anti-cyclical approach need not focus only on attracting new customers. In fact, it can also be an effective way to strengthen relationships with existing customers. For example, by setting up a loyalty program or offering special deals to existing customers, you can ensure that they keep coming back to you even in the off-seasons.


Strengthen relationships with existing customers

In short, an anti-cyclical approach to marketing can help you create new opportunities and gain an edge over competitors. By adopting this strategy, a company can differentiate itself from competitors who may only keep up with seasonal trends, and can also be more responsive to changing consumer needs throughout the year.

Are you looking for a strategic partner who can take your organization to the next level? Do you want to be challenged to think further and discover new opportunities? Then let’s meet without obligation and discuss how together we can take your products or services to the next level.

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