UTILIZING THE CALENDAR TO MAXIMIZE PROFITS THROUGH
OUT THE YEAR
seven min read
Victoria, with its remarkable status of having the most public holidays in Australia - 13 in total, presents a unique opportunity for businesses to capitalize on various events throughout the year beyond just relying on the traditional holiday seasons for profit. Many companies tend to focus solely on public holidays without considering other significant events happening within the city. By strategically leveraging the calendar year-round, businesses can enhance their profitability and success. Let’s delve into ways in which you can effectively utilize the calendar to ensure consistent profitability throughout the year, rather than waiting for the peak holiday seasons.
January
In January, as the city buzzes with the Australia Open, businesses have a chance to thrive by catering to the influx of visitors and corporate clients engaging in networking opportunities. Consider hosting client networking lunches, offering reservations before or after tennis matches, and creating packages for corporate guests to enjoy the event.
Don’t overlook the opportunity to target the hospitality industry's Christmas parties – they have just finished the silly season and are needing their big blow out too. Venues are also likely looking for mid-week event dates for their staff celebrations.
February & March
These months in Melbourne are filled with festivals and events such as Moomba, Valentine's Day, Labour Day weekend, and the Moonlight Cinema Festival. Reach out to clients in your network for events like International Women’s Day, Superbowl gatherings, Harmony Week celebrations, and World Social Work Day. Collaboration opportunities with Melbourne Food & Wine or local partners can reignite interest in your venue.
Additionally, capitalize on the bustling wedding season; couples of all sizes and budgets are searching for what you’re selling!
April & May
April presents challenges for hospitality and event owners due to Easter, ANZAC Day, and school holidays. However, this is a hidden blessing as parents seek ways to entertain their children during this time. Offer specials like kids eat free promotions to attract families while also targeting corporates planning for the second quarter's events.
Promoting your October product launches, networking events, and Christmas party specials is crucial to make the most of this bustling period
For social events venues, couples who were recently engaged (in particular on Valentine’s Day) are planning their engagement parties, especially for quieter winter dates.
June & July
The end of the financial year triggers last-minute scrambles for businesses looking to utilize funds before the fiscal year closes. Take advantage of this period by offering incentives that require deposits, capitalizing on the urgency of businesses to utilize their budgets effectively.
August & September
The school holidays during these months may present challenges, but they also offer opportunities to target teachers, lecturers and faculty with wedding and milestone birthday offers – they need celebrating too.
Additionally, engage with students planning gala dinners, university club events, and school formals during this period. They are looking for the best deals in our quieter months, so why not work collectively together for a win, win?
October & November
Similar to February and March, October and November provide opportunities for spin-off events during the Spring Racing Carnival and Melbourne Fashion Week. Consider hosting events like Oaks Day brunches and Stakes Day lunches, ideal for corporate entities, betting sites, hotel, food & beverage partners and streaming channels.
Government entities, like the City of Melbourne, are eager to provide support to venues and event companies for Melbourne Fashion Week. Additionally, the spring months are ideal for hosting social events like hen's and buck's parties in preparation for the upcoming summer weddings.
December
As one of the busiest months of the year with Christmas parties, end-of-year weddings, Christmas Day, and New Year's Eve, December offers a wealth of opportunities for businesses. Capitalize on the downtime between Christmas and New Year's Day when clients are planning ahead for the new year. Ensure your promotions and advertising strategies are in place from November to generate enquiries seamlessly throughout December and January – set and forget.
For example, one of our client’s (their offer is a wedding venue) hosted an average of 9-11 events per day during this period, catering to couples planning their weddings in the upcoming year.
By strategically aligning your business activities with the calendar events throughout the year, you can ensure sustained profitability and success, moving beyond the traditional peak seasons to capitalize on a wide range of opportunities for growth and expansion.
Want to see Table One Collective take your sales calendar into action? Reach out today to book a complimentary consult for either our sales package or even chat through a price per project opportunity.
Recent Posts
