The season opener for your powersports rental or tour business is a crucial opportunity to kick off your season with a bang. Being fully booked on opening day not only sets a positive tone for the rest of the season but also brings several key benefits. Firstly, it provides financial stability at the start of the season, ensuring that you comfortably hit the ground running. A fully booked day also means a predictable lead flow, allowing you to better plan and manage your resources such as staff. Being booked out gives you more control over your schedule, allowing you to optimize your operations for maximum efficiency (and freedom). Furthermore, a fully booked season opener generates more excitement and promotion for your business, attracting even more customers and setting the stage for a successful season ahead. So, let’s book out your season opener!
Get your operations in order
It might be tempting to jump right in and start running ads to generate bookings, but you’ll want to make sure you can actually convert those leads first. It’s been a while since all of your systems were active. Just like your powersports machine inventory, you’ll want to go through everything and make sure it’s in top running shape before you launch promotion for your opening day.
Dust the rust off your website and online booking system
It sounds tedious and it is, but this is a crucial step – go through your entire website, page by page and link by link, and make sure everything works. You’ll be investing good money and time into pushing people there in hopes of booking, you’ll want to make sure there is no reason for them to turn away.
Test your online booking system to ensure that customers can easily book their rentals or tours without any glitches. Book a few activities yourself and let the system run through the entire process. Are waivers and staff scheduling tools working properly? Do you have SMS reminders in place for your customers and are they sending? Do replies work?
Bottom line, you’ll want to test everything out before opening day.
Make an event out of it
In order to generate buzz and advanced bookings, you’ll want to create a high level of excitement and exclusivity for your season opener. A really good way to do this is to make an event out of it. Here are a few ideas that can help make it attractive for returning and new customers.
Your main product or service is generally unique and exciting – who doesn’t want to race UTVs through the desert or rip around on some jet skis? To make it even more exciting, plan for more than your usual operating day by hosting partners, offering giveaways, and/or making it a VIP experience.
Partner with local co-promoters
Think outside the box and offer experiences that set you apart from the competition. Consider partnering with a local food truck to provide free on-site fresh food for your season opener. This not only adds a fun and convenient dining option for your customers but also supports a local business who can help co-promote your operation in the future.
How about partnering with another adventure activity company? Provide a discount on hot air balloon rides for example, to all customers who ride with you on opening day. Again, that partner will co-promote you in the future, even if by word of mouth. Their customer demographic is also very likely the same customer demographic as yours. This is a win-win for immediate and future business.
Give them more than they expect
Most customers will be more than stoked on your main product or service and completely happy with their experience, but you have an opportunity to make their experience one they won’t forget (and will tell everyone about, which equals referral business). Make your season opener memorable by giving them more than they expect – from outstanding customer service, to free tacos (mentioned above!), to product freebies such as custom merch.
Have an exclusive run of hats, t-shirts, or stickers made for your season opener that customers can ONLY get during your opening day or weekend. Besides having some rad merch, this has SO many benefits:
- Creates exclusivity: Alludes to the fact that the season opener is special, the merch is special, and because of that people will want in.
- Helps you promote: Custom swag is easy to promote on social and gives you just one more unique way to share content about your season opener.
- Creates or strengthens brand loyalty: Those who already know you will want the special merch and new customers will feel special with it. This ultimately results in repeat visits & referrals.
- Free advertising: People walking around repping your brand is free ongoing advertising – and if your event and customer service was extraordinary, their word-of-mouth support will seal the deal.
Welcome your VIPs
Holding a VIP event before your season opener creates exclusivity and buzz – people will want in! It’s just human nature. This is a great way to generate excitement and attract bookings.
Invite your most loyal customers, industry or activity partners, influencers, and local media to a special preview event where they can experience your offerings firsthand. Offer exclusive discounts or perks for attendees, including referral codes to share with non-VIPs. This can create buzz around your season opener and generate word-of-mouth referrals.
This soft opening will also allow you to test out your staff and operations, and iron out any kinks before the official opening day.
To further increase the appeal and exclusivity of this event, don’t keep it a secret! Promote it on your normal channels and prompt your followers to get in touch if they think they might be a VIP and want in.
It’s time to promote your season opener
When your systems and operations are ship-shape, it’s time to promote your opening day and start filling the calendar with bookings.
1. Start Early With Pre-Season Promotion
Don’t wait until the last minute to start promoting your season opener. Begin your marketing efforts well in advance to build anticipation among your target audience. You’re going to want to start at least a month out at the minimum. This will allow you to start building buzz and momentum resulting in bookings.
Even better, you can promote your opening day during the previous season’s holidays. If you’re a summer operation, promote opening day deals for Christmas, Valentine’s Day, and so on. If you’re a winter outfit, promote your opening day during Labor Day and Black Friday.
2. Use Organic Social Media For Promotion
The best thing about organic social media? It’s FREE! And you probably already have a large following, so you can directly touch followers who are already aware of your services. Start by announcing your opening day and any fun activities or deals that are included (keep reading).
Do not stop there! Make sure you keep the algorithms happy and your followers engaged by posting daily. This should continue until opening day, and throughout your entire season. Any time you take your foot off the gas of regular social media posting, you’ll be playing catchup to get your viewership back up to speed.
Make sure the algorithms are firing and your existing followers are fully aware of your opening day before you get there!
Also, make sure to update your Google Business Profile with information about your season opener, including hours of operation and any special promotions or events. This helps potential customers find you online and increase your visibility in local search results.
3. Leverage Local Media
Local media can be a valuable ally in promoting your season opener. News outlets are ALWAYS looking for story ideas. Reach out to local news outlets, newspapers, and radio stations to see if they would be interested in covering your event. Send out press releases detailing the unique aspects of your season opener and why it’s newsworthy. All of this is at no cost to you!
4. Re-Engage Your Existing Customers
There is nothing more powerful than repeat bookings from your existing customers! Send them a targeted email with a special offer or discount for your season opener. Personalize the offer based on their previous bookings to make it more enticing.
This can be a great way to re-engage with customers who have booked with you before and encourage them to come back for another adventure.
5. Pour Gas On Your Promo With Paid Ads
If you’re not fully booked out for opening day using organic (free) means of promotion, you’ll want to run Facebook and Google ads to promote your event.
Google ads are great for potential customers looking for your services, or something to do in your area. Advertising to these leads generates a high number of bookings, as they’re already interested in your services.
Facebook ads can use dynamic creative to share how fun your services are, compelling people to book with you.
One specific tactic is using geofencing to show ads to people within a certain distance of your business on opening day. This can help you reach potential customers who are nearby and interested in your services.
The fortune is in the followup
Maximizing bookings on opening day for your seasonal rental or tour business requires careful planning and creative strategies. By ensuring your online booking system is ready, utilizing social media and local media for promotion, offering unique experiences, engaging with customers, and holding special events like a VIP night, you can increase your chances of a fully booked season opener.
Remember, the goal isn’t just to fill your schedule for one day, but to provide an outstanding experience that will keep customers coming back for more.
Capitalize on their experience and information to convert them into repeat bookings and referrals. By delivering exceptional service and creating memorable experiences, you can turn your season opener into a springboard for a successful season ahead.
