How I “Make Hay” While The Sun Shines

by Marvin Joles of Wis-Coat Asphalt Maintenance

Here we are in the summer months of the Asphalt Industry. For much of the US this means those of us in seasonal regions of the country only have so much time to “Make Hay.” Running a seasonal business comes with its own unique set of challenges and as this is my 20th year operating Wis-Coat here in Wisconsin I have a few tips for those operating a seasonal business model.

1. Effective Planning and Forecasting:
Since your business operates within a limited timeframe, good planning and forecasting of what your season might look like are essential. Analyze your past seasons' performance to identify trends and patterns. Use this info to anticipate customer demand, adjust inventory levels, and allocate your resources and manpower efficiently. Developing plans for unexpected events can also help you stay moving and adaptable during the season (think breakdowns).

2. Diversify Revenue Streams:
While your primary service may drive the bulk of your revenue, explore opportunities to generate income during the off-season. If you have always seal coated, look into striping or patching. Consider offering complementary products or services that can be marketed year-round. Additionally, expanding your target market or exploring online sales marketing can help offset seasonal fluctuations.

3. Build Customer Loyalty:
Fostering strong relationships with your customers can create a loyal customer base that returns year after year, or every few years in the Asphalt Maintenance world. Provide exceptional customer service, personalize interactions, and offer loyalty programs or incentives to encourage repeat business. Engage with your audience through social media and email marketing to stay top-of-mind during the off-season and build anticipation for the next season's offerings. Building a community around your brand can help sustain momentum and keep customers engaged throughout the year.

Here's to hoping you have had a successful season thus far and will finish it out STRONG.