As summer draws to a close and the seasons begin to change, many businesses start reviewing their plans for marketing and advertising for the months ahead.
September often feels like a fresh start. Customers return from summer holidays, routines begin again and businesses turn their attention towards autumn, Christmas and the new year.
But have you considered how the change of season will impact your adverts in the coming months? September could be a valuable time to consider when and how you are advertising for the rest of the year
Is There a Best Time to Advertise?
The answer to that is, Yes! And no!
Whilst there is no magic month of advertising that will suit every business, there are advertising peaks that hit different businesses and industries at different times of the year.
For lots of companies, the best time to advertise is immediately before their busiest season. For others, advertising consistently throughout the year is more effective because customers may need their services at any time.
Some great examples of this could be how outdoor services such as landscapers or gardeners should be conscious to focus their advertising efforts in the spring months, to prepare for the busy summer season ahead. Meanwhile, an accountant could increase their visibility before important tax deadlines, and a plumbing business may find they benefit from consistent advertising to be ready when local residents need their services.
In general, the right timing should be based on when your customers are most likely to need your products or services, rather than simply when you have something to sell.
Why is September a Good Time to Review Your Advertising?
September marks a noticeable change in pace for many households and businesses.
School terms restart, people return to work after summer breaks and attention begins to shift towards the final months of the year. This creates new opportunities for businesses to reconnect with their audience.
Advertising in early autumn can help you:
- Reintroduce your business after the summer period
- Promote autumn products or services
- Generate enquiries before Christmas
- Encourage early festive bookings
- Build awareness ahead of January
- Remain visible while customers settle back into their routines
Starting early also gives customers time to consider their options. Waiting until the height of a busy season may mean competing with more advertisers and reaching people after they have already made a decision.
Planning Autumn Advertising? Consider Your Customers’ Buying Cycle
One of the most important factors to consider when advertising is how long customers take to make a decision.
Some purchases are made quickly. A customer may see an advert for a café, takeaway or local event and respond almost immediately.
Other services require more consideration. Someone looking for a mortgage adviser, solicitor, builder or accountant may research several providers before making contact.
The longer the buying process, the earlier your advertising should begin.
Think about the journey your customer takes:
- They become aware of your business.
- They learn more about your services.
- They compare their options.
- They decide whether to make an inquiry.
- They become customers or clients.
Advertising at the right time, before your busiest season, gives people time to move through these stages without feeling rushed.
Match Your Advertising to Seasonal Demand
Seasonal advertising allows you to align your message with what customers are thinking about at a particular time of year.
Some seasonal advertising windows across the year could include:
- Autumn: As temperatures fall and evenings become darker, customers may start thinking about heating, home maintenance, indoor activities, health, education and preparing their property for winter.
- Christmas: Businesses can promote festive menus, events, gifts, appointments, experiences and seasonal services. Advertising early is particularly important for businesses with limited availability.
- New Year: January campaigns can focus on fresh starts, financial planning, fitness, recruitment, home improvements and business growth.
- Spring and Summer: Warmer months create opportunities for gardening, property maintenance, weddings, days out, hospitality, travel and outdoor events.
Remember, your advertising does not always need to mention the season directly, but don’t miss out on valuable growth by letting that calendar collect dust!
Factors to Consider When Advertising
Before deciding when to advertise, consider the following factors.
Your Business Objectives: Are you trying to generate immediate enquiries, promote an event, launch a new service or build general awareness? A short-term offer may require a focused campaign, while brand awareness benefits from regular exposure.
Your Busiest Periods: Review previous sales and enquiry patterns. Identify when demand increases and when customers usually begin researching or booking.
Your Customers: Consider your customers’ routines, priorities and spending habits. Think about what they may need during each season and how far ahead they plan.
Your Capacity: Advertising can increase demand, so make sure you have the time, stock or availability required to respond to new enquiries.
Your Budget: Decide whether your budget would be better used on one large advert or a series of smaller placements. Consistent advertising across several issues may create more recognition than a single appearance.
How to Create an Effective Seasonal Advert
Good timing will only take your campaign so far. Your advert also needs a clear message and professional design. An effective local magazine advert should explain:
- What your business offers
- Why the offer is relevant now
- Who the service is for
- Where your business operates
- How customers can contact you
- What action they should take next
Avoid including too much information. Readers should be able to understand the main message quickly.
Seasonal imagery can help attract attention, but it should still reflect your wider brand. Keep your logo, colours and style consistent so people can recognise your business across your adverts, website and social media.
Wave Magazine offers complimentary graphic design for advertisers booking space in two or more issues, helping businesses create professional artwork that communicates their message clearly.
Reach Local Customers With Wave Magazine
Wave Magazine helps businesses connect with residents, employees and visitors across Waverley and the Advanced Manufacturing Park.
Published every two months, each issue combines local news, events, community stories and advertising. Advertising starts from £50 + VAT, with several advert sizes and repeat-booking options available.
As the seasons change, now is a valuable time to review your marketing activity and begin planning for autumn, Christmas and the new year.
Contact Wave Magazine to request the latest rate card, check availability and find the best time to advertise your business locally.
