Fall marketing strategies: capitalize on autumn opportunities in NCW

Amy Yaley
COO
Ward Media

When the long, hot (smokey) days of summer give way to crisp autumn air, business owners in North Central Washington face new opportunities. Fall brings unique challenges and possibilities, especially for our region's small and medium-sized businesses. Whether you're in construction, real estate, or running a local winery, adapting your marketing strategy for the fall season can help you finish the year strong financially.

Understand Our Autumn Market

Fall in North Central Washington is a special time. When summer tourists start heading home, we see a different kind of visitor: those seeking colorful foliage, harvest experiences, cooler hiking days, and a taste of our famous wines. Local consumers also change their habits, focusing more on home improvements before winter and looking for indoor activities as the weather cools.

For construction and real estate businesses, this can mean a push for last-minute outdoor projects or a focus on interior renovations. Wineries might see an uptick in visitors eager to experience the harvest season firsthand. Understanding these shifts is key to crafting effective marketing strategies.

Tailor Your Marketing for Fall

Event-Based Marketing: Fall fairs, farmer’s markets, and harvest festivals are perfect opportunities to showcase your business. Construction companies might demonstrate winterization techniques, real estate agents could highlight cozy homes perfect for the colder months, and wineries can offer special harvest tours or tastings.

Target Autumn Tourism: Fall in North Central Washington brings a fresh wave of visitors, each with their own interests and needs. Real estate agents might create "relocation packages" that showcase the region's year-round appeal, highlighting our four seasons and activities unique to each season. Wineries can promote special autumn wine tours that combine the appeal of hiking with the excitement of harvest season. Construction businesses could partner with local accommodations to offer "fall fix-up" packages for vacation homeowners.

Leverage Autumn Activities: Tie your promotions to popular fall activities. For example, a construction company could offer a "pre-winter checklist" service at the County Fair, real estate agents might host pumpkin-picking events at properties with land, and wineries can create harvest-themed tasting experiences.

Digital Marketing for Fall

In today's world, your online presence is crucial. Use social media to showcase the beauty of North Central Washington in autumn. Share photos of homes with stunning fall views, time-lapse videos of construction projects racing to beat the winter weather, or behind-the-scenes glimpses of the wine-making process during harvest.  Keep in mind, that social media should not be your only digital presence.  Current algorithms only reach a small percentage of your following.

Consider running geotargeted ads to reach potential visitors from other areas like Spokane, Ellensburg, or the west side. Digital display marketing campaigns can keep your local customers informed about fall specials or remind them of important seasonal services (like winterizing homes or stocking up on wine for holiday entertaining).

Adapt Your Offerings for Autumn

Think about how you can tweak your products or services for the season. Construction businesses might offer fall maintenance packages. Real estate agents could create cozy autumn staging for home viewings. Wineries can introduce limited-edition harvest blends or host special fall-themed events.

For all businesses, consider limited-time autumn promotions. These create a sense of urgency and can drive sales during what might otherwise be a slower period.

Measure Your Success

It's important to track how well your fall marketing efforts are working. Keep an eye on your sales figures, website traffic, and customer engagement. Many free or low-cost tools can help you monitor these metrics. This data will be invaluable for refining your strategies, not just for this fall but for future seasons as well.

Plan Ahead

As you implement your fall marketing plan, start thinking about the upcoming holiday season. How can you transition your autumn promotions into winter ones? For construction and real estate, this might mean shifting focus to indoor projects or cozy winter homes. Wineries can start promoting their wines as perfect holiday gifts or for New Year's celebrations.

Embrace Autumn's Opportunities

Fall in North Central Washington offers a wealth of marketing opportunities for businesses of all types. By understanding the unique characteristics of our autumn market, tailoring your strategies to the season, and leveraging both traditional and digital marketing techniques, you can make the most of this beautiful time of year.

Remember, the key to successful seasonal marketing is to start planning early and be willing to adapt as you learn what works best for your business. Embrace the changing seasons, and let the natural beauty and bounty of our region inspire your marketing efforts.

Amy Yaley is the COO of Ward Media and the co-owner of Apple Capital Marketing & Northwest Swag Works. She can be reached at amy@ward.media.