The temperatures have soared over the past two weeks in Prince George and while the travel and hospitality industries will no doubt be struggling to keep up with increased demand, summer months leave many businesses struggling to stay profitable.
For some retailers and service providers, warmer weather translates into fewer customers due to holidays, kids at home full days, and more time recreating outdoors vs. shopping. There are however, several things businesses can do to take advantage of the summer season and utilize the quieter months.
To start, businesses should focus on the strengths of summer when creating their seasonal marketing plan. Warm weather in a winter city like Prince George brings pedestrians to our streets and, if you are fortunate enough to have street level storefront windows, be sure to enhance your displays in order to capitalize on the increase to foot traffic. I've seen Chamber members including Speedee Your Office Experts Ltd. and Northern Hardware and Furniture really maximize their store front windows with bright, bold colourful product displays which work to catch the eye of their passersbys.
Another idea is to work with neighbouring retailers to bring your merchandise right to pedestrian customers by hosting a Sidewalk Sale. An extra way to strategically increase sales in summer is to match your supply with demand. For example, with a little forethought, you can plan to market your air conditioners during a forecasted heat wave or propane fire pits during an open fire ban. Timing is everything.
One thing most consumers don't have enough of is time, particularly as they work to cram extra recreational activities into their weekends. With this in mind, businesses could look at using their inventory and bundle commonly used products into value packs for shoppers who are pressed for time. An example of this would be a butcher who bundles wieners, bacon, and steaks together for easy pickup on the way to camping at the lake. It is all about using what you've got and making the most of it.
Now, for businesses that have fewer customers over the summer months, this is certainly the time to catch up on projects that have languished during busier months. This includes updating or launching a website, investing in staff development or strategic planning, cleaning out your email in-box, or experimenting with social media. You know how you've been meaning to set up a Twitter account but haven't got the time to invest in doing it? Well now you do. Spending moderate amounts of time on these activities will prepare you for greater profitability during the rest of the year.
Running a business can be very stressful and time consuming so use the gift of time to put healthy habits and practices in place. Before you know it, business will be back in full swing come September and you'll think fondly of the summer when you made time to prepare your business while Prince George was on holidays.
Finally, I will also mention that there are still a few spots left for 'The Dynamics of Succession Planning in the Family Enterprise' Workshop that the Chamber of Commerce is hosting, instructed by guest facilitator Judi Cunningham, Executive Director of the Business Families Centre at the Sauder School of Business, taking place on July 25 at the Sandman Signature Hotel. This breakfast workshop is $25 for members, $35 for future members and you may register online at www.pgchamber.bc.ca
A reminder to celebrate with new Chamber member Bosley's Pet Food Plus at 102-2482 Ferry Avenue as they host their Grand Opening this weekend on both Saturday and Sunday. Visit their website (www.bosleys.com) for the full itinerary of events but be prepared for Obedience Training, giveaways, a SPCA BBQ, face painting and many other activities. Congratulations to Bosley's and welcome to the Prince George business community.
Until next week, stay in the black and keep coming back.
