As we start to inch out of August, we also say so long to the summer tourist traffic. As Cape Cod locals, it’s always nice to get a breather from the crowds that flock to our shores each summer, but we also realize how lucky we are to have the amount of tourist traffic that we have to boost our small businesses.

For many businesses, this transition into the fall and winter months can be challenging, but it also presents unique opportunities. By setting up a strategic marketing strategy, businesses in Cape Cod can continue to thrive during the off-season.

Here, we will explore how to effectively market your business during the off-season, focusing on strategies that resonate with both locals and off-season visitors. Whether you're a small business owner, a tourism board member, or a marketer looking to make an impact, our Coxswain Media team will break down insights and actionable tips to keep your business flourishing year-round.

Off-Season in Cape Cod

If you aren’t familiar, the off-season in Cape Cod typically runs from late September through April. During this time, the weather cools down, and the crowds of summer diminish significantly. However, this time of year is not a period of inactivity; it’s a time when the true and local character of Cape Cod shines through. During this time, businesses can focus on their local community and customer base while still catering to the lower number of visitors.

Targeting the Off-Season Audience

In order to create any sort of marketing strategy, one must first understand who their target audience is. The off-season attracts a different type of visitor than the summer months, and the ratio of tourists to locals changes dramatically. Identifying and understanding this audience is the first step in crafting effective marketing messages.

Key Off-Season Audiences

1. Local Residents: With fewer tourists, local residents become a more significant target audience. Try engaging the local community through special events, loyalty programs, and partnerships to drive consistent business. The off-season is also a great time to network with other local business owners and create relationships within the community. Doing so will only make your businesses stronger together going forward.

2. Weekend Getaway Seekers: Many visitors during the off-season are from nearby cities such as Boston and Providence, looking for a quick escape from their daily routines. These travelers are often interested in relaxation, outdoor activities, and dining experiences. They may be frequent visitors of Cape Cod due to their proximity. Capturing these customers and gaining their repeat business is a great focus to have during this time.

3. Off-Season Travelers: Some travelers specifically seek destinations during their off-season to avoid crowds and enjoy a more authentic experience. These visitors might include retirees, remote workers, or those with flexible schedules. This group of people will likely visit less frequently than weekend getaway seekers, but they are people who can still engage with your business online as customers when they are not in town. Do you have a strong web and social media presence?

4. Event and Festival Attendees: The off-season is filled with local events, festivals, and cultural activities that attract visitors. These include food and wine festivals, art shows, and holiday events. The visitors of those events could be a combination of all of the types of travelers listed above!

By tailoring your marketing efforts to each of these core audiences, and knowing which audiences to prioritize, you can maximize your reach and overall business appeal during the off-season.

Off-Season Marketing Strategies

Highlighting Off-Season Experiences

Marketing efforts should focus on the unique experiences available during the off-season. Depending on which category your business falls into, your strategies might include:

Outdoor Activities: Promote the natural and year-round beauty of Cape Cod’s beaches, hiking trails, and nature reserves during the quieter months. Highlight opportunities for bird watching, fishing, cycling, and even cold-weather activities like snowshoeing. Businesses in the tourism, education, and outfitting sectors would benefit most from these focuses.

Culinary Delights: Cape Cod is known for its seafood, and us locals are lucky to enjoy it year-round! The off-season is an excellent time to promote local restaurants and culinary events. Encourage visitors to explore the local dining scene with special off-season menus, wine pairings, and cooking classes. Businesses in the culinary space can collaborate to provide bundle offerings to encourage visitors and locals to visit more than one restaurant.

Cultural Events: The off-season is rich with cultural events. Promote local festivals, art galleries, theater performances, and holiday events throughout the upcoming months. Creating packages or special offers for these events can entice visitors to plan a trip.

All types of businesses can get in on the action here! For example, a retailer could offer a promotion to shoppers who attend a certain event with proof of attendance.

Seasonal Promotions and Discounts

Pricing strategies are crucial during the off-season. Offering discounts, packages, and promotions can be a strong incentive for both locals and visitors.

Staycation Packages: Target local residents with staycation packages that include accommodation, dining, and activities. Promote these packages as a way to enjoy Cape Cod without the hassle of travel. Staycations are a great way for locals to relax and unwind without venturing too far. Partner with other complementary local businesses to create a unique and unforgettable experience. You may gain a handful of lifetime customers through this strategy as they may now associate your business with their pleasant staycation.

Extended Stay Discounts: Encourage longer stays by offering discounts for multiple-night bookings. This is particularly appealing to remote workers or retirees who can take advantage of the quiet season. You may even find some of our Coxswain Media team members utilizing an offer like this!

Loyalty Programs: Implement loyalty programs that reward repeat visits or customer referrals during the off-season. This can build a strong customer base that returns year after year. If you do plan to implement a loyalty program, be sure that it’s easy for customers to use and easy for you to keep track of.

Leveraging Digital Marketing

Digital marketing is one of the most powerful tools for reaching potential visitors during the off-season. Utilize social media, email marketing, and content marketing to keep your audience engaged.

Social Media Campaigns: In today’s world, it’s crucial to have some sort of presence on social media for any small business. Use platforms like Instagram, Facebook, TikTok, and Twitter to showcase your products and services. Post regularly about events, promotions, and unique experiences. Do you offer free shipping to anywhere in the continental United States? Be sure to communicate how customers near and far can gain easy access to your products.

Engage with your audience by encouraging them to share their off-season adventures using specific hashtags or by tagging your account in their posts.

Email Marketing: Keep your audience informed about off-season deals, events, and news through regular email newsletters. The tourists may have left, but if you captured their email addresses, you can still nurture that audience and reach them year-round. Incorporate the unique selling points of Cape Cod into your email messaging to harp on their association of your business with one of their most cherished trips and locations. After all, nostalgia is one of the best ways to sell product and build community!

Personalize your emails to different segments of your audience, such as locals, weekend travelers, or repeat visitors. How can you tailor your message differently to maximize each audience group?

Content Marketing: Create blog posts, videos, and guides that highlight off-season activities, local stories, and insider tips. Optimize this content for search engines to attract visitors planning their trips.

Collaborations and Partnerships

Collaborating with other local businesses and organizations can amplify your marketing efforts drastically. Joint promotions, events, and cross-marketing can reach a broader audience. In Cape Cod, we’re better and stronger when we work together!

Business Collaborations: Depending on what your business objectives are, try to partner with nearby hotels, restaurants, and attractions to create bundled experiences. For example, a hotel might offer a package that includes dinner at a local restaurant and tickets to a nearby event to encourage sales across all three businesses at a discount.

Tourism Boards: Work closely with our local tourism boards to promote our Cape Cod economy as a whole. Participate in joint marketing campaigns, contribute to regional blogs or newsletters, and attend tourism-related events. By building a relationship and having a presence with our tourism boards, you can be top of mind when travelers begin to create their Cape Cod plans.

Community Engagement: Engage with local organizations, schools, and community groups throughout the year if this aligns with your industry. Sponsor local events or host charity drives to build goodwill and brand awareness within the community. For example, if there is a 5k race hosted this fall, your business could sponsor this event and be seen by a high number of locals and visitors.

Holiday Events: The off-season on Cape Cod includes major holidays like Thanksgiving and Christmas. Find a way for your business to be a part of themed events, such as holiday markets, tree-lighting ceremonies, or Thanksgiving celebrations. These can attract both locals and tourists during the busiest shopping season of the year.

Seize the opportunity to decorate your storefront and sell seasonal products. Give locals and visitors a unique reason to come to your store! If your decorations are great, customers may even share a photo on their social media.

Cultural Festivals: Cape Cod hosts various cultural festivals during the off-season, including food and wine festivals, art shows, and music festivals. Partner with event organizers to offer special deals or participate as a vendor.

Enhance the Visitor Experience

In the off-season, personal touch matters more than ever. Enhancing the visitor experience can lead to positive reviews, repeat visits, and word-of-mouth referrals.

Personalized Service

With fewer visitors, there’s an opportunity to offer more personalized service and to build a deeper relationship with clients. Train your staff to go the extra mile, whether it’s remembering a guest’s name, offering personalized recommendations, or providing special amenities. It’s crucial to maximize each sale when there are fewer opportunities during the quieter months.

Cozy Atmosphere

Embrace the off-season by creating a cozy, welcoming atmosphere. Light fireplaces, offer warm drinks and decorate with seasonal touches to make your business feel like a home away from home. We are lucky here on the Cape to have the opportunity to tailor our experiences to peak summer months and peak winter months.

Feedback and Reviews

Encourage guests to leave reviews and share their experiences online. Respond to feedback promptly and use it to improve your services. Positive reviews can be a powerful marketing tool, especially during the off-season.

You may even consider offering an incentive for customers to leave a review. Maybe you can create an offering that includes a percentage off of a purchase if the customer leaves a Google or a Yelp review.

Overcoming Challenges in Off-Season Marketing

Marketing during the off-season comes with its own set of challenges. Businesses must address these challenges head-on to ensure success.

Weather Dependence

The weather in Cape Cod can be unpredictable during the off-season, which can deter visitors. Many people would typically like to travel somewhere warm and sunny during their winter vacation time. To overcome this, emphasize indoor activities, cozy accommodations, and flexible booking policies. Offering last-minute deals can also appeal to those who are hesitant to commit due to weather concerns.

Reduced Foot Traffic

With fewer visitors, it’s crucial to maximize each customer interaction. Focus on quality over quantity by providing exceptional service and experiences that encourage repeat visits. Additionally, enhance your online presence to not only capture the attention of potential visitors who are planning their trips, but to also stay connected to visitors who shopped with you and are headed back home.

Budget Constraints

Many businesses face tighter budgets during the off-season. To make the most of your marketing dollars, prioritize cost-effective strategies like social media marketing, email campaigns, and collaborations with other local businesses. It is extremely possible to reach a wide range of customers organically through strategic practices. Measuring the effectiveness of each campaign will also help you allocate resources more efficiently.

Bolster Your Business Year-Round!

The off-season in Cape Cod presents unique marketing opportunities for businesses willing to think creatively and strategically. By understanding the off-season audience, highlighting our region’s unique experiences, leveraging digital marketing, and enhancing the visitor experience, businesses can turn the off-season into a thriving period of growth. It goes without saying that when our local businesses thrive, it benefits all of us.

Whether you’re a small business owner or a marketer, the strategies outlined in our Coxswain Media guide can help you make the most of Cape Cod’s off-season. Embrace the challenges, tap into the region’s charm, and create memorable experiences that keep visitors coming back year after year. With the right approach, the off-season can be as vibrant and profitable as the height of summer.

Not sure where to start? Contact our marketing team here.