August and early September are known to be challenging months for sales across the board. With the back-to-school season in full swing, consumer spending shifts away from any home entertainment. This period, traditionally slow and highly competitive, demands a fresh approach. I believe TV manufacturers and dealers can take advantage of a great opportunity. By shifting the focus to the start of the football season, you can tap into a broader, more sustained market, turning what is typically a sluggish time into a sales opportunity. This blog will explore why this approach is practical and provides a step-by-step guide to help you implement this strategy effectively.
Why Shift the Focus?
1. Capitalizing on Season-Long Engagement
The excitement surrounding the start of the football season is unmatched. Fans aren’t just gearing up for one big game—they’re investing in a season’s worth of thrilling moments. By encouraging customers to upgrade their TVs at the beginning of the season, you’re not just selling a product; you’re offering them a front-row seat to every tackle, touchdown, and twist that the season brings.
2. Leveraging the Full Spectrum of Entertainment
Football may be the star of the show, but the start of the season also aligns with other major sports events like the World Series, NBA, and NHL openers. Additionally, the approaching winter months mean more time spent indoors, making a new TV a must-have for holiday gatherings and family entertainment. By promoting early upgrades, you position your products as essential for an enhanced home experience across multiple fronts.
3. Competing in a Crowded Market
August and September are competitive months, with back-to-school promotions dominating the retail landscape. This is often a slow period for TV sales, but by focusing on the start of the football season, you can carve out a unique niche. This strategy allows you to stand out in a crowded market, offering something timely and relevant that other retailers may overlook.
4. Creating a Year-Round Sales Opportunity
By focusing on the football season opener, you’re not confined to just one sales peak. This strategy allows for a more balanced sales approach throughout the year, with opportunities for additional promotions tied to other major events. This not only helps smooth out the usual sales spikes but also fosters a stronger, ongoing relationship with your customers.
A Step-by-Step Guide for Dealers:
How to Implement the 'Season Starter' Strategy
Step 1: Identify Key Selling Points
Comprehensive Experience: Highlight that the TV upgrade is not just for football but enhances the entire home entertainment experience, from sports to holiday shows.
Timeliness: Emphasize the benefits of upgrading before the season starts, rather than waiting for the Super Bowl or Black Friday.
Long-Term Value: Position the upgrade as a long-term investment, ensuring that customers get the latest technology to enjoy for the entire season and beyond.
Step 2: Develop a Promotional Plan
Early-Bird Offers: Create special packages or discounts that are available only at the start of the football season. This generates urgency and incentivizes early purchases.
Bundled Packages: Offer bundles that include not just the TV but also installation services, sound systems, or other home entertainment enhancements.
Flexible Financing: Introduce financing options that make it easier for customers to afford a high-quality upgrade without waiting for traditional sales periods.
Step 3: Educate and Equip Your Sales Team
Training Sessions: Conduct training sessions to ensure your sales team understands the benefits of the early season upgrade strategy and can effectively communicate these to customers.
Selling Tools: Provide your team with materials that outline key talking points, customer benefits, and answers to common objections.
In-Store Displays: Design in-store displays that focus on the start of the season, using visuals that evoke the excitement of game day and the comfort of winter entertainment.
Step 4: Launch Your Campaign
Website Integration: Ensure your website reflects the 'Season Starter' theme with dedicated landing pages, banners, and offers that align with the campaign.
Email Marketing: Use email campaigns to build anticipation, educate customers on the benefits of upgrading now, and showcase your special offers.
Community Engagement: Engage with local communities, perhaps through partnerships with sports bars or local teams, to promote the idea of upgrading early in the season.
Step 5: Monitor and Adjust
Track Performance: Use analytics to monitor the performance of your campaign across all channels—online, in-store, and in your marketing efforts.
Gather Feedback: Collect feedback from customers and your sales team to identify what’s working and where there might be room for improvement.
Iterate: Be prepared to make adjustments to your strategy based on real-time data and feedback, ensuring you maximize the effectiveness of your campaign.
Conclusion
The traditional TV sales cycle needs a refresh, especially during the slow and competitive months of August and September. By shifting your focus to the start of the football season, you can capture a more engaged, enthusiastic market, build stronger customer relationships, and create a sales strategy that thrives year-round. Dealers who embrace this approach will not only see increased sales but will also position themselves as forward-thinking leaders in the industry.
Adopt the "Season Starter" strategy today, and let’s turn the beginning of the football season into your most successful sales period yet.
Rob Skuba
Lantern Room Marketing
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