This blog post contains the transcription of a free virtual Lunch & Learn we hosted in September 2025 titled, “Marketing Your Business During Slower Seasons.” You can view all of our upcoming webinars here.

Local Marketing Tips

Who are the Top Experts to Know?

Renee Perkins is the Founder and CEO of Blue Seven Studio, a full-service digital marketing agency serving New England. Renee holds dual degrees in Marketing and Environmental Sustainability with a minor in Business Management from Bentley University, a business school outside of Boston where she also played Division II College Soccer. Renee got an early start working with small businesses working in her family’s boating business on Nantucket. Renee has held positions all over Massachusetts in real estate, public relations, hospitality, event planning, non-profits, and more. Since its founding in 2020, NIM has worked with over 150 businesses and has a team of 20 to support. In 2022, Renee was named to Boston Business Journals 25 Under 25 list, recognizing young, ambitious individuals, and future leaders of Boston’s startup scene.

Marnely Murray is a marketing consultant on Martha’s Vineyard with her company, Shored Up Digital, that she runs with her business partner, Angela Prout. Their clients consist of brands based on Martha’s Vineyard and throughout New England as well as national food brands.

Kris Kiehn is a Seasonal and Small Business Champion with over 30 years of marketing and brand management experience. She is the Founder and Chief Brand Officer of Simply K2 Marketing, Kris specializes in developing brand messages and marketing strategy for seasonal and small businesses in the Consumer Packaged Goods, Retail and B2C space. She helps them develop an ownable brand identity and messaging that drives awareness and fosters honest engagement with their customers where they live. Last fall, Kris created the Seasonal Business Off-Season Survival Guide Workshop to help these unique businesses stay active and in the minds of their fans and customers all year long. It will be offered again this fall.

Overview

For Massachusetts businesses, whether you fully shut down for a spell or just slow to a steady hum, the off-season is a powerful window to strengthen relationships, refine your message, and set up next season’s wins. Here’s a game plan to stay visible, build loyalty, and prepare smartly while things are calmer.

Why Slower Months Matter More Than You Think

Out of sight, out of mind is real. Your audience is constantly choosing where to spend attention, time, and money. If you disappear, competitors won’t.

Planning for vacations and big purchases also happens months in advance. Visitors book rentals, charters, and dining plans in January for a June arrival; locals plan winter projects long before spring. Showing up now keeps you in their “save” folders and inboxes when decisions get made.

Finally, being present year-round signals respect for locals. If your social feeds go dark after Labor Day and wake up on Memorial Day, the message (even if unintentional) can read: “We’re only here for summer traffic.” A light but consistent presence says you value the community that keeps you going.

Simple, Low-Lift Moves That Keep You Visible

You don’t need to be everywhere. Pick a few things and do them well:

1. Post lightly but consistently. Aim for 1–2 social posts per week or a few weekly Stories. Think: a behind-the-scenes moment, a product tip, a winter project update.
2. Send one monthly email. A short note with a helpful tip, a seasonal update, or a preview of what’s coming. Email and your website are your best sales drivers.
3. Polish your Google Business Profile. Hours, photos, services, and seasonal notes should be accurate. It’s often the first (or only) thing people check.
4. Make contact info unmistakable. On your site and socials, display an email and phone number clearly. Don’t make media, partners, or customers hunt.

These small tasks make a big impact.

Collaborate While Everyone Has Time

Shoulder season is networking season in Massachusetts. Use it:

• Partner locally. Coffee with an innkeeper to plan a spring package, a restaurant x retailer cross-promo, or a joint giveaway with a maker. Line up ideas now so they’re turnkey later.
• Show up in person. Chamber business-after-hours, Main Street associations, and merchant meetings are less crowded in fall/winter—perfect for real conversations.
• Pitch local media now. Editors have more bandwidth off-season. A smart collaboration or community story stands out, especially when you connect it to a timely theme.

The slower times can lead to great opportunities.

Let Data Point You in the Right Direction

Before you choose channels or content, check where results actually come from:

1. Website & search: Use Google Analytics and Search Console to see top pages, queries, and referrers.
2. Social: Which platform gave you real visits or inquiries (not just likes)?
3. POS insights: Systems like Toast and Shopify can reveal top customers, bestsellers, and reorder habits—great for loyalty and targeted offers.
4. Email: Which topics get opens and clicks? Do more of those.

Every business is unique. Your best channel might be Facebook Groups on the Cape, Instagram Reels in Boston, or plain-old search for trades statewide.

Nurture Loyalty

Keep core supporters close:

• Surprise and delight. A handwritten note, a small gift card, or first look at a new menu goes a long way.
• Ask for input. Quick polls (“What winter workshop should we run?”) or targeted outreach (“You love the chicken salad—what would make it perfect?”) strengthen ties and improve your offer.
• Offer gift cards. Even if you close for part of winter, gift cards create cash flow and keep you top of mind during the holidays.

You want to support the people who have supported you.

Plan Ahead Without Overwhelm

Make “investment season” your mantra:

1. Audit your presence. Refresh bios, pin a current post, remove outdated info, and ensure your hours reflect reality.
2. Create a simple content calendar. Start with holidays, local events (Small Business Saturday, Strolls, Boat Shows), and recurring moments (International Women’s Day, Small Business Week). Add specifics over time.
3. Build a content bank. Draft evergreen tips, FAQs, how-tos, and behind-the-scenes snippets you can pull from when you’re slammed.
4. Capture assets now. Photos of your storefront, interior, team, and neighborhood landmarks help visitors recognize you instantly.

The work you do now will set you up for success in the long run.

Common Pitfalls to Avoid

Here are the mistakes you should avoid making:

• Going dark for months. It tanks momentum and the algorithm. Light touch > no touch.
• All-or-nothing marketing. You don’t need daily posts; you do need steady signals.
• Endless discounting to locals. Reward thoughtfully. Surprise visiting customers occasionally; they’ll remember—and return.
• Missing or hidden contact info. Don’t lose opportunities because no one can find your email.
• Outdated “pinned” posts and hours. Small fixes, big trust gains.

Keep these in mind as the slower seasons arrive.

The One Takeaway

Treat the slower months as your investment season—for systems, partnerships, message clarity, and steady visibility. Show up simply and consistently, and next summer (or your next rush period) won’t feel like a scramble; it’ll feel like the plan is working.

Resources for Massachusetts Businesses

Amplifying Your Presence with Massachusetts Business Network

Interested in getting more support on topics just like this one? Don’t hesitate to take advantage of the several resources we have available, especially our Lunch & Learns, blog, and podcast. Have a specific request? Please fill out our contact form.