Barely surviving slow season?

This time of year we hear from a LOT of local businesses that they don’t want to advertise during these cold, snowy, SLOW months. They don’t think its worth it.

And you know what, they’re right. Its not worth it if you’re not offering anything different to actually attract customers this time of year.

Enter *programming*.

Programming 101

Programing it’s the intentional creation and organization of events, activities, themes, or experiences designed to attract customers, engage the community, and *drive traffic* during specific times. It involves planning and executing offerings that go beyond the regular day-to-day operations of your business to provide something unique, exciting, or engaging for customers.

Think:

• Themed events (e.g., trivia nights, holiday parties, or movie screenings)

• Workshops, classes, or seminars (e.g., craft workshops, cooking classes, or fitness events)

• Collaborative events with other businesses or local creators (e.g., pop-up shops, product tastings, or co-hosted markets)

• Special promotions, discounts, or limited-time deals centered around a theme (e.g., "Date Night Specials" or "Falafel Friday").

Programming is all about creating value and generating interest to build excitement, increase foot traffic, and create a meaningful connection with customers. In short, it’s a strategy for:

1. Staying relevant

2. Boosting engagement

3. Driving sales

…three things I’m willing to bet you are dying to do more of. (At least I would be if I were you.)

Programming is an absolute lifeline for small local brick-and-mortar businesses, especially during slow seasons.

It's actually shocking how many small businesses ignore this goldmine. They sit back and blame "the economy" or "the weather" instead of rolling up their sleeves and giving people a reason to show up.

If you run a restaurant, shop, or attraction/thing to do and you're NOT actively creating engaging, purposeful programming during quieter times of the year, you're leaving cash on the table—and even worse, you're giving your competitors a chance to steal your potential customers’ attention.

Here's the thing: people need a reason to leave the house, especially when it’s cold, gray, and everyone’s on a post-holiday budget lockdown.

If you're not giving them something compelling to do, they're not coming. Period. You have to earn their attention—and programming is the solution. You think anyone is going to brave icy sidewalks and park in the snow for "just another night at the pub" or "a store with nothing new"? No! They need something that gives people serious FOMO.

5 things you need to do to THRIVE during slow season:

1. Keep Your Marketing Fresh

Solution: Programming

People are already drowning in ads and bland, uninspired emails. If you're just pushing "10% off!" or "Come eat at our place!" without something exciting behind it, you’re invisible. Offering standard programming—like basic trivia nights and themed dinner specials like “Taco Tuesday” is tired.

It’s 2025. Bring us a "Harry Potter Potions Cocktail Night" or a ramen tasting event!). We want Sip & Sourdough Bread-making workshops (like this one at Alchemy Wine Bar) and Boozy Book Fairs (like this one hosted by Merit Badge Books at Pellicano Vineyard). THIS gives you something to talk about in your marketing and advertising. It’s the kind of thing that makes someone stop scrolling on Instagram or forward your email to a friend.

Good programming gives you built-in content.

2. Drive Foot Traffic

Solution: Programming

Repeat after me: If they’re not coming through the door, they’re not spending money. Programming is about movement. It gives people the reason to say, "Hey, let’s check this out!" when they’d otherwise be sitting at home, eating leftover soup. When people are trying not to spend, you have to sell them on an experience—a reason to justify putting on their coat and heading out into the frigid temps.

Maybe it’s a murder mystery dinner. Maybe it’s a make-and-take class hosted by a local artist. Or a late-night hot chocolate tasting bar to lure the sober crowd. Whatever it is, it’s about creating an event or product that feels special enough to justify the time and money.

And once people are already in your restaurant, shop, or venue for the event, they’re more likely to spend. Bring them into the brewery for “Beer & DIY Bath Bomb-Making Night”? You bet they’ll buy a couple more drinks and appetizers while they’re crafting.

3. Build Community and Customer Loyalty

Solution: Programming

Let’s face it: you’re not just selling food, drinks, or stuff anymore. You’re selling a sense of belonging. When you put in the effort to create unique programming that brings people together, you’re not just creating a transaction—you’re creating an experience that sticks.

That potluck dinner with a local chef doing a demo? People remember it. The Friday night board game tournament at your coffee shop in partnership with the indie game store next door? People tell their friends about it.

Programming builds relationships. If you’re a business that’s known for hosting great events, people start associating you with being a fun, dynamic place to go. That’s priceless.

4. Stay Relevant

Solution: Programming

Simply put, businesses that don’t adapt to changing customer expectations won’t stick around. People want dynamic. They want engaging. They’re not looking for yet another cookie-cutter small business. If you’re not shaking things up and offering something new to get people excited, your audience will inevitably shrink—because someone else is doing it.

You don’t have the marketing budget of a Starbucks or Target, but you have something they don’t: the ability to create personal, intimate, hyper-localized experiences without all the corporate red tape. Leverage that! Be the coffee shop that hosts tarot readings. Be the boutique store that feels like a complete experience because you started offering after-hours shopping parties or DIY holiday card-making classes.

Be the place no one forgets.

5. Promote, Promote, Promote

Solution: Advertise your awesomeness

If people don’t KNOW about your programming, they won’t come and buy those extra glasses of wine you were planning on. And therefore your programming will NOT drive sales like you’d hoped.

Offering programming and not advertising it is like throwing a party and forgetting to send out the invites. The programming itself is only half the battle—advertising is what drives people through the door!

And before you ask, the answer is no - posting it to your own website and on your own socials to your 5,000 followers is likely not going to cut it.

If you’re killing it with the programming half and need help with the promotion piece, reach out to us here so we can help increase attendance and help you THRIVE this slow season!