E ditor’s N ote Turning Off-Season On
F
all is in the air! I’m not even going to comment on hurricane season, with the hope of not jinxing us, but the weather in general has taken a pleasantly cooler turn. While the fall and winter seasons don’t necessarily mean an end to boating or outdoor activities (see Fall Fun, page 23), they can mean a slow-down for businesses that are based on those activities. To that end, it’s time for all of us to focus on staying strong through the leaner winter months. Marketing Now’s the time to put some of those summer earnings to good use and amp up your marketing game. Advertise with media that will reach your target market (call me for rates!), focus your advertising on what you most want to sell and who you want to sell it to, and track the responses. Also use some of the plethora of free or low-cost marketing tactics available to you such as social media and email, to name two. Even if your business is steady, it’s always important to stay in front of your customers and potential customers. Don’t wait for things to slow down to start a marketing plan − keep your momentum by always have some form of activity ongoing. If you need help formulating a marketing plan or just want to brainstorm ideas, reach out to me. Not just for advertising in Southern Tides, but an overall plan. Customer Service One of the complaints I hear most often when someone is dissatisfied with the level of service a company provides (across any industry) is the lack of follow-through. Late or missed appointments, failure to return phone calls or reply to emails, failure to send/provide requested information, or even failure to complete work. Those practices are also among the biggest reasons people will leave one business for another. Make follow-through a habit this winter and you’ll stand out in the crowd as being reliable and dependable in a time when so many businesses aren’t. Look at your customer service activities with an objective eye. Are you and your people (receptionist, counter person, sales people, technicians, anyone who interacts with customer) doing all you can to engage, be friendly and helpful, to both existing and potential customers? Are you looking for ways to not only meet customer needs, but anticipate future needs? Customer Base Take a good look at your customer base. Has anyone dropped off? Anyone you haven’t heard from in a while? Reach out to those former or dormant customers and remind them that you’re here. Send a postcard or an email and offer them a discount or coupon or even a small freebie. What about your sales leads list? When was the last time you updated it? Are there any new market segments you could consider? Business Planning Even if your business has been around since the signing of the Constitution, you still need to plan. The day you can stop planning is the day you close the doors – something could always be improved on. I don’t know a single business owner who has just enough money coming in, just enough customers, or just enough hours in the day. Most October 2018
Southern Tides Magazine
Nanny Goat Beach, Sapelo Island. Fall and winter don't have to be dark and dismal if you use the time wisely. There are positives and benefits even during the slow times of year. Photo by Amy Thurman
of us are either struggling to find work or struggling to meet the work we’ve taken on. If you don’t have enough business then developing (and working) a marketing plan is critical. If you have too much work, then you might need to consider better organization practices or expansion. There’s always room for growth, improvement, or even basic maintenance. So use the upcoming “off-season" to take a good look at where you are and where you want to be, then take steps to make it "on-season." Again, if I can help with any of it, I’m here. Enjoy this issue – a variety of information awaits you on the following pages. Be sure to reach out to any of the Southern Tides crew with comments or ideas, and as always, be sure to tell our advertisers that you saw their ads and appreciate what they contribute to making Southern Tides magazine possible! See you out there!
Amy Thurman
Editor in Chief
amy@southerntidesmagazine.com 5
