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Your most profitable marketing efforts?Views: 213
Oct 10, 2007 10:28 pm re: re: re: Your most profitable marketing efforts?

Angelo Cerase

Seasonal businesses are not that bad. Like all businesses, these business owners saw an opportunity and jumped on it.

So what if these businesses are no longer profitable after Nov. 1? If you believe the newsmedia, then many retailers are not profitable until "Black Friday" after the US Thanksgiving. It sounds like those Halloween stores are in better shape than other stores in the mall.

Sure, ideally entrepreneurs would grow an industry from the ground up, with a ton of hardwork in the early years, and then sell the business and retire years later. But sometimes seizing a short-term opportunity works too, especially for people who are more interested in multiple short term gains instead of a large longterm one.

Or, like myself, many are interested in a combination of those. My chosen career is being an independent financial planner. You starve for the first few years, then if you play your cards right your longterm prospects are great. But this past August I saw what could be a great seasonal opportunity to make a very nice sum of money in a completely different and unrelated field.

So, from now until Aug/08 I will be building the foundation for that seasonal business, while still working fulltime as a financial advisor. Then in Aug and early Sept I plan in spending about 60hrs per week on that seasonal business and hopefully make some decent money in a short amount of time.

Will that work? Who knows! Can I make that seasonal business into a year-round one? Yes, but I don't think it's worth it - the benefit/time spent ratio is nowhere near as good as in the back-to-school season. The potential (at least in my mind) is great during Aug/Sep, but not that much year round.

But to answer your question, no the marketing efforts used by longterm businesses should not be the limited to the "flash-in-the-pan" marketing used by seasonal businesses.

Sure longterm businesses can and do use the seasonal approach - toy stores bombard the airwaves in Nov and Dec, department stores do the same during Aug and Sept for back to school sales. But if you combine that with longterm efforts that create clients that search your business out instead of you having to drag them in (Un-Marketing???), then you'll be head and shoulders above your seasonal and year-round peers.


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