Making a Splash: Proven Strategies for Growing Your Watersports Business
If you own a watersports business, you're probably well aware that seasonality can be a challenge. When the weather is warm and tourists are flocking to your location, you're in high demand. But when the off-season hits, your business can take a serious hit. Fortunately, there are plenty of strategies you can use to overcome seasonality and keep your business thriving all year long. Here are six proven tactics:
Leverage the Power of Word-of-Mouth Marketing (and Influencer Marketing)
One of the most effective ways to generate business during the off-season is through word-of-mouth marketing. By using social media influencers to promote your business, you can reach a wider audience and build excitement around your watersports activities. Offer a free ride or pay them a few bucks to post, shoutout, and tag you on social media. Encourage your customers to take photos and videos on your jet skis and post them with a special hashtag that you've created. Give them a discount on their next visit if they do.
The Research?
According to a survey conducted by Influencer Marketing Hub, 60% of consumers have been influenced by an influencer's recommendation, with 22% saying they have made a purchase after seeing a product promoted by an influencer (source: Influencer Marketing Hub, 2021). Additionally, a study by Twitter found that people who follow influencers are more likely to purchase products recommended by them, with 40% of respondents saying they've purchased a product after seeing it used by an influencer on social media (source: Twitter, 2018).
Focus on Design and Exceptional In-Person Experience
To stand out from your competitors, you need to ensure that your website design is high-quality, user-friendly, and visually appealing. Also, ensure that your in-person experience is exceptional, and that your staff is knowledgeable, friendly, and helpful. By providing your customers with a memorable experience, they will be more likely to recommend your business to their friends and family.
The Research?
According to a survey by GlobalWebIndex, 54% of consumers use social media to research products, with 49% following brands on social media for information and updates (source: GlobalWebIndex, 2021). Another study by Sprout Social found that 46% of consumers will unfollow a brand on social media if their content is too promotional, highlighting the importance of creating engaging and authentic content (source: Sprout Social, 2021).
Use Free Tools to Promote Your Business
Free tools like Viator and Groupon can help you attract new customers during the off-season. Although Groupon is getting dated, you can offer a special while controlling the price. Also, ensure that you are using social media to promote your business. Put a QR code that links to your social media on your jet ski and have people post them on TikTok and Instagram and take you in it using your Jet Ski.
The Research?
According to a survey by Google, 56% of consumers say that they look for something unique when deciding which business to visit, highlighting the importance of differentiation in attracting customers (source: Google, 2020). Additionally, a study by BrightLocal found that 91% of consumers read online reviews when searching for a local business, emphasizing the importance of positive reviews and reputation management (source: BrightLocal, 2021).
Invest in Paid Ads
Paid advertising can be an effective way to reach new customers and build your brand. With more than 24,000,000 million people visiting Miami in 2021, imagine if you could target most of them and build audiences that look like your current favorite customers that spend the most money when they do come? By using Facebook, Instagram, or Google Ads, you can create targeted campaigns that reach your ideal customer base.
Encourage Customer Loyalty
Research shows that 3 in 4 Americans are stuck in their ways and always go on vacation to the same place, or the same kinds of places. Retargeting can help you keep your business top-of-mind for these customers. Use paid media to retarget those people, providing a sense of urgency for them to book again and again. Send out email newsletters and promotional offers to your past customers to keep them engaged and coming back for more.
Expand Your Offerings
During the off-season, consider expanding your offerings beyond traditional watersports activities. For example, you could offer paddleboarding or kayaking tours, or even snorkeling trips. This will help you reach a wider audience and provide your customers with new and exciting experiences.
There are many strategies that you can use to overcome seasonality in the watersports industry. By leveraging word-of-mouth marketing, focusing on design and exceptional in-person experience, using free tools, investing in paid ads, encouraging customer loyalty, and expanding your offerings, you can keep your business thriving all year long. By implementing these tactics, you'll be well on your way to making waves in the watersports industry!
